Keys to Successful Email Marketing with PURLs

Below are the keys to a successful email marketing campaign with Personalized URLs (PURLs).

I’d like to point out that PURLs are not on the list!  Yes, I sell PURLs – I dream of PURLs in my sleep – but I’ll be the first one to tell you that they are not the key to an email campaign’s success. PURLs will, however, enhance a successful email campaign by increasing both response and conversion rates. But you first need to get the following right…

Example PURL Email from Mount St. Mary's UniversityQuality of the email list

I’ve said it before that having a highly targeted audience is crucial to Personalized URL (PURL) campaigns. The same applies for your email marketing campaigns.  Email campaigns are the most effective when the recipients know who you are.  This requires that you spend the time to create your own list, rather than purchasing one.

Call to action

The recipient should not have to think about what action you want them to take.  It should be immediately obvious, and the incentive should be strong enough to entice a click!  Need some help brainstorming?  see > PURL Offers – What Works? What Doesn’t?

Design of the email

It doesn’t have to be anything fancy.  In fact, I’ve found that plain-text emails that speak personally to each recipients work the best. Key here is to test many formats and see what works best for your audience.

Multi-touch

You can’t just send out one email and hope for the best.  Your email campaign should be ongoing and incorporate print (if applicable).

With that said, it’s important not to overuse email.  I’ve found that every month or two is appropriate for B2B.  A newsletter format can be great way to frequently send emails, and if done right, will provide great value to your recipients.

Permission-based

This one is obvious. People that you send emails to should have previously opted-in.