Ed Mayer was an international authority on direct mail and direct marketing from the mid-1930s. He developed the 40/40/20 rule that has been a staple for the direct marketing industry ever since. The rule states that 40 percent of your direct marketing success is dependent on your audience, another 40 percent is dependent on your offer, and the last 20 percent is reserved for everything else (including the purl).
But from my experience from seeing a large number of successful, and unsuccessful, PURL campaigns, is that the new rule is more like 60/30/10.
Having a highly targeted audience is crucial to Personalized URL (PURL) campaigns. So what is a “highly targeted” audience? Ideally it is a list of prospects that are already familiar with your business and have given you permission to reach out to them. This is the audience that will pull a 30%+ response rate. If you don’t have the time or resources to acquire this type of audience, your response rates will be significantly less.
The offer can also make or break your Personalized URL campaign. Giveaways, sales, rebates and bonus will give the recipient a reason to visit their PURL. Try to approach the offer from your customer’s perspective. What do they think will be valuable? Don’t give away the farm, but make it significant enough to drive responses. But wait! There’s more!
Everything Else (10)
Everything else is the design, medium, and copy that you choose to deliver the message. Yes, this is where PURLs fit it. With your PURL campaign, your medium will likely be a postcard and related Personalized URL landing page. The design and copy for both these mediums to be related. Simple is usually better, and the design should make the call-to-action obvious. But the rules for “everything else” ends there.
I’ll be the first one to tell you that PURLs will not make or break a campaign. Sure, it can give a campaign a significant boost, but without the right audience or offer, your PURL campaign is sure to fail.