Author Dennis Hüttner
Nowadays, it is a challenge to stand out from the mass of mailings sent out. To avoid your mailing ending up in the trash, you have to offer something special that will attract the attention of the recipient.
What are PURLS?
PURL, what kind of Persistent Uniform Resource Locator is a personalized code in the form of a URL - an Internet address. This URL does not refer directly to an Internet resource, but acts as a kind of intermediary. It first redirects to a link resolver, which then outputs the actual URL. This makes no difference to the user, as he or she perceives the process as a normal HTTP redirect.
PURL Marketing
PURL marketing is often used as part of cross-media campaigns. The recipient usually receives a letter by post or email that contains a reference to their personalized PURL, e.g. die-milch-machts.com/IhrNameThis personalized URL arouses the curiosity of the recipient because he or she recognizes his or her own name in the web address and is therefore more inclined to open the link.
As soon as the recipient arrives on the personalized landing page, they are addressed individually again. All content - such as images, videos and information relating to their role in the company - can be tailored specifically to the respective potential customer. The recipient is surprised and delighted to find their "own website", which significantly increases the attention for your message. This individual approach ensures that the recipient engages more intensively with the campaign and does not get lost in the crowd.
Another advantage: You receive a real-time email notification as soon as the recipient accesses their PURL. This allows you to see exactly who responded to your mailing and when. This information makes it possible to follow up in a targeted and timely manner, for example by calling, which further strengthens the customer relationship.
Using personalized elements in conjunction with PURL marketing builds trust and increases the chances of your campaign being successful. While traditional mailings often only achieve a response rate of around 1%, personalized PURL campaigns achieve a response rate of 10% or more.
So when you use PURLs in your next campaign, you will benefit from:
- Significantly higher response rates
- Measurability of campaign responses through real-time email notifications
- Increasing the effectiveness of your cross-media campaign
- Deeper insight into the interests of your potential customers, improving the chances of successful follow-up campaigns
- Easy management of customer relationships
- Satisfied customers who feel individually cared for through personal contact
Are you interested in PURL marketing?
Then challenge us! We will show you the diverse possibilities that PURLs offer and show you how crucial personalized mailings can be for the success of your campaign. Let us create a tailor-made PURL marketing concept for your next cross-media campaign. Visit us at www.kaos.de and see for yourself!
Any questions?
Eliana Gramer
Head of Web/Digital
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