Lyon College hoped to receive 655 new applications from their Personalized URL “PURL” campaign. They wound up with a whopping 1,116 new applications!
Lyon College sent approx 42,000 PURL postcards to prospective students with the chance to win a new iPad. The postcards were followed-up with 800 personalized emails, that also contained a PURL.
When asked what the reason was for their success, they said the offer, creative, relevant messages/images, and the PURLs all combined to create the success. I would have to imagine that their list was also very solid.