Direct Mail Technology: pURL’s

By: Andrew Glover
September 4, 2018

[vc_row][vc_column][vc_column_text]Using direct mail marketing campaigns alone make for an effective marketing strategy in acquiring more members and gaining more support for your organization. Direct mail allows organizations to send letters and other forms of mail directly to specific individuals in order to keep them up to date with the activities of the organization or to encourage an individual to join or donate to their cause.

Being customizable, versatile, and straight-forward, direct mail remains one of the top methods organizations use to appeal to members. Nevertheless, with our society becoming more technologically-advanced and technology-focused, it is time to optimize direct mail pieces that are sent to members with pURLs. Doing so will not only appeal to targeted individuals born in the digital age, but will also increase your organization’s visibility.

What is a pURL?

A pURL (or Personalized Uniform Resource Locator) is a unique web address that is created specifically for a targeted group or individual in a marketing campaign. The pURL links to a unique landing page or microsite based on the target. Many direct mail/email marketers like to utilize pURLs because of the uniqueness of each web address. pURLs help enable individual and precise response tracking. Because content is personalized and more targeted in regards to the recipient, pURLs also generate higher conversion rates than standard landing pages.

Let’s say your organization is sending a new member a direct mail welcome kit with a welcome letter. Your organization can include a personalized URL specific to the member (i.e. www.domain.com/janedoe or http://JaneDoe.domain.com) in the letter, which can lead the member to your organization’s landing page, donation page, and more.

Typically, pURLs lead members to corresponding, pre-generated internet landing pages that are often personalized per member. This can include using the member’s name, demographic information or any other information the organization might have about the member. The mini-sites, which can be linked to via a pURL, often contain a four-page structure. This structure includes:

  • A landing page
  • A survey page
  • An information page (which may or may not be personalized depending on information gathered on the survey page)
  • A thank-you page

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pURL Case Study

As with all new technology, and with all marketing related expenditures, the real question is “Do pURL’s work?“. The short answer is YES!

Using pURLs does not only enhance direct mail marketing campaigns by opening up another channel of communication, it also helps increase response rates and improve ROI. In fact, pURLs have been known to increase response rates by 50 to 100 percent. pURLs bring smarter targeting and data-driven communications and increase the amount of personalization utilized by organizations. When members log onto their own pURLs and view content crafted specifically for them based on prior behavior, demographics, and other data, organizations are able to continuously gather individual data per member and improve/customize content per each individual. Therefore, pURLs also allow organizations to build more personalized and sincere relationships with their members which can lead to more brand loyalty.[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/2″][vc_column_text]

We have 10 pURL case studies to share with you!


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Let Valtim Integrate pURL’s into Your Next Campaign

pURL’s offer many benefits to your next Direct Mail Campaign. From an increased response rate, to a more personalized experience for your target market, to better data analytics. Work with Valtim on your next Direct Mail campaign to integrate pURLs & landing pages for as low as 3 cents per record.[/vc_column_text][/vc_column][/vc_row]

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