Getting the Offer right is a crucial part of a successful PURL Campaign.
In my post The 60/30/10 Rule for Successful PURL Campaigns, I argued that The Offer is responsible for approximately 30% of the overall success of a PURL campaign. Which begs the question – what makes for a good offer.
To attempt to answer that question, I evaluated The Offers from over 150 PURL case studies. All case studies were from The ULTIMATE PURL Case Study Directory, which I released last month.
The first thing I did was place each offer into one of 7 Categories:
- Giveaway & Drawing
- Learn More
Then I averaged the response rate received across each offer category. The results are placed in the chart below. The results were more or less what I expected. A simple call to action of “Learn More..” was not very enticing only pulling an average 10.5% response. And combining a Giveaway & Drawing was more enticing that just one or the other. Af first I was surprised to see that the RSVP pulled in the highest average response. But after thinking about it, people that receive RSVP invitations typically know who the sender is. It is likely a very targeted and well qualified list. So it actually makes sense that it would pull such a strong response.
|Offer Type||Avg Response|
|Giveaway & Drawing:||25.95%|
Listed below are the actual offers from each category. Links are provided to the case study source. All links were working at the time the case studies were gathered, but some may break with time.
Hopefully this will be a good resource for you to brainstorm your next PURL offer.
- Register for the RSVP
- Free executive-level seminar
- Free lunch and learn seminar
- Application fee waiver and invitation to participate in an online interactive Dean’s roundtable forum
- Register for a free seminar – “PURL: Harnessing Marketing Performance Measurement””
- Register for one of the upcoming tours and open-house RSVPs
- Please RSVP By going to…
- Register for a free seminar
Giveaway & Drawing
- Sign up now for your customized web and choose the device you wish you had a chance to win.
- Register for a FREE webinar and chance to win a GARMIN GPS
- $10 gift card and enter to win $1,000 for your facility
- Free t-shirt and chance to win an iPod
- Go online for your free promotional prize, and a chance to win a Wicked evening package
- Free Kid’s Meal, 10 Free Wins, or $100
- Free aluminum water bottle or pedometer with purchase & Win a trip to the Mount Everest Base camp
- Free pass to Print Wold 2010, Free personalized journal, Win a bizhub C35 or bizhub 20
- Free beer for a year & $10 off a mixed case of beer
- Get your next oil change free
- Pick the t-shirt that best defines your personality
- Pick your FREE T-shirt
- Free personalized caricature desk pad
- Free personalised calendar, personalised chocolate bar and USB sales kit.
- Select a gift or charity donation
- A Canvas tote bag included a disposable camera, a compact tool set, gift cards, furniture templates and a portfolio to hold paint swatches
- Receive a personalized brochure based off your interests
- Make a donation of $80 or more by June 30, 2010 and we’ll send you a t-shirt
- $50 amazon gift card and chance to win bonus gift
- $100 bonus Canadian Tire “money”
- Receive an iPad2 for attending presentation
- Free first-aid kit
- $25 American Express Gift Card
- Free iPod
- Pick your free T-shirt
- Free customized report
- Free hat
- Receive a special gift for future Brigadier Foundation Members
- Enjoy a personally selected bottle of wine & participate in your choice of executive discussion groups
- A free book was offered to all individuals who completed the online survey
- Free book of forever stamps
- Receive a $25 gift card in exchange for a very brief meeting
- Receive other personalized images
- Receive “Schmooze Kit” and request a ride from the airport
- Free iPod or a Sony digital camera
- Free company genius mug
- Free sample of New Era art printed on HP PVC-free Wall Paper
- $10 Starbucks Gift-card
- Free personalized wall calendar
- $50 Gas Card
- A sumptuous select of dynamic cheesecakes
- a free Chick-fil-A Chicken Sandwich
- offered a gift from the store in exchange for visiting the
PURL. The gifts included a soccer ball, t-shirt, athletic shoes, and a cake.
- $50 gift card
- Free 6 week meal and exercise planner
- personalized golf assessment and a pamphlet Secrets to Reading Greens
- complimentary one-year membership to ZAGAT.com
- The first 25 to respond receive a bamboo plant
- Free Starbucks gift card
- Free Personalized Poster
- Receive a Nufarm hat & $50 gift card for meeting with a representative
- Earn as many as six months of free membership by recruiting new members
- Customized T-shirt featuring content uniquely generated from their replies
- Win a FREE RSA USB Mobile Security Token
- Individuals who registered by the deadline were entered into a drawing for
Detroit Tiger dugout tickets.
- complete the survey for the chance to a prize draw of £10,000 worth of marketing support for their business.
- Win a Simek Build Bag: $200 Value
- Act now to receive 0% financing for 3 years, A chance to win NASCAR tickets
- Chance to win an iTunes Gift Card
- Win free books for summer classes
- See if you’ve one the $10,000 grand prize
- Prairie Cash or Chance to win variable prizes
- Win an iPhone, and $25 for referrals
- Free access to some valuable checklists they would normally get as Section members, or the chance to win a netbook computer.
- Chance to win one of three $500 Visa or up to $250 off of closing costs
- Win $500 cash and a TW/Wii Fitness package
- Chance to win a $100 gift card from PETCO
- chance to win a free dinner for two with limousine transportation
- Complete the online survey for a chance to win cash!
- Win an iPad
- Win a pair of Red Sox tickets
- WIN a $500 Mohegan Sun Casino Gift card
- Enter to win free iPod
- Reduced subscription price and $500 grand prize drawing
- Have Taco Bill pick up your bill for a whole year
- Win $1000 Shopping Spree
- 1 in 500 chance to win a headline-grabbing prize of £1000 of clothes from the Boden catalogue
or 15% off
- Chance to win a free Louis Vuitton bag
- Chase to throw out a first pitch
- Win tickets to the 2010 Big Day Out music festival.
- Win an iPad2
- Chase to win a Car, Trip, Dinner, Autographed item
- Help DIG choose a charity to
receive a donation
- Help us select the organization that will receive our gift
- Apply to the rapid-response admission program
- Hassle free solution to your business worries. Contact to learn more.
- Download a review of the Strike 37 by Florida Sport Fishing
- I’m lost. Need help, please rescue!
- The class winning the challenge would earn the right to call themselves “Allegheny’s Top Young
- Find out how you can share the catholic experience
- Tell us what you’ve been up to
- Help us reach our goal
- Join the Wolf Pack
- Don’t miss out on today’s historically low rates
- To ensure a smooth transition… we’ve created a personal website for you”
- See how much you qualify for.
- Book now at your personalized Days In website…
- Support the sash
- Visit your personal symposium website to start your journey
- Memories, Answers, & Your Voice May Be Found At:
- Tell us what you think…
- Take part in the ATC $500,000 Challenge
- What Does Being Catholic Mean to Me?
- Take the Vermillion digital test drive
- Get away from traditional print communication
- You’re invited to preview your newest subscriber benefit and create your FREE member account
- Request a gratis exam copy today
- View video
- sneak peak at salem’s new video
- Several offers, including a purchase rebate, tire upgrade and insurance discount, available in exchange for providing an email address.
- 20% off standard room rates, plus a Free upgrade to a deluxe Room
- Free $2000 in accidental death coverage
- order early and get a discount coupon worth 10% off
- $100 early-bird registration discount as well as a free copy of a white paper
- $100 early-bird registration discount and a free audio download of portions of three 2004 RSVP presentations
- $10 off dinner
- Receive exclusive offers
- “$5/$10 OFF!” & Enter to win a 7 Night Greek Island Cruise.
- $10 off of a $25 purchase
- Save up to $5,000
- Learn more about our exciting New and Exclusive Customer Rewards Package and a chance to win a iPod Mini, Detailing, and other Great Prizes
- Learn more about the Holiday Wish RSVP offers
- Visit your personal webpage for more information
- Learn how Capitol College is perfect for you
- For more information go to…
- Learn more about the program
- Visit your personalized url for more information…
- To learn more…
- Visit us online…
- Help the Humane Society learn more
- Learn more…
- It’s day at Bryant-Denny Stadium. Find out why.
- Learn more…
- View the full collection and more details online
- For more information and to purchase tickets