Author: Dennis Hüttner
Nowadays, it is a challenge to stand out from the mass of mailings sent out. To avoid your own mailing ending up straight in the bin, you have to offer something special that catches the recipients‘ attention.
What are PURLs?
PURL, which stands for Persistent Uniform Resource Locator, is a personalized code in the form of a URL – an internet address. This URL does not directly point to an internet resource but acts as a kind of intermediary. It first redirects to a link resolver, which then provides the actual URL. For the user, this makes no difference, as they perceive the process as a normal HTTP redirect.
PURL Marketing
PURL marketing is frequently used in cross-media campaigns. The recipient typically receives a letter by post or email containing a link to their personalized PURL, for example, die-milch-machts.com/YourName. This personalized URL piques the recipient’s curiosity, as they find their own name in the web address, making them 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 relevant to their role in the company – can be specifically tailored to the respective potential customer. The recipient is surprised and pleased to find their „own website,“ which significantly increases attention to 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 track exactly who responded to your mailing and when. This information makes it possible to follow up specifically and promptly, for example, with a phone call, which further strengthens the customer relationship.
The use of personalized elements in conjunction with PURL marketing builds trust and increases the success rate of your campaign. While conventional mailings often achieve a response rate of only about 1%, personalized PURL campaigns achieve 10% or more.
When using PURLs in your next campaign, you benefit from:
- Significantly higher response rates
- Measurability of campaign reactions through real-time email notifications
- Increased effectiveness of your cross-media campaign
- Deeper insight into the interests of your potential customers, which improves the chances for successful follow-up campaigns
- Easy management of customer relationships
- Satisfied customers who feel individually cared for through personalized communication
Are you interested in PURL marketing?
Then challenge us! We will show you the diverse possibilities that PURLs offer and demonstrate 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!
Do you have questions?
Eliana Gramer
Head of Web/Digital
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