Hubpost’s Identity Tracking allows you to track exactly who is visiting your website from an email link. But what if your using direct mail to drive people to a Hubspot landing page? The best you can do here is to use Hubspot’s Custom Short URLs. But these Short URLs will only tell you how one campaign is performing vs the other. It will not tell you exactly who is visiting from your direct mail piece.
This is where Personalized URLs (or PURLs) come into play. You can think of PURLs as “Identity Tracking” links for direct mail campaigns. With PURLs, every recipient of your direct mail campaign is given a unique/personalized URL. For example:
And when “Joe” (in our example) visits his PURL, he will be tracked, and immediatly redirected to your Hubspot page. Downloading a report from Purlem, will show you exactly who visited, and the date/time of their visit.
If you’d like, you can also personalized your Hubspot page to the visitor. Possibilities here are endless, but welcoming the person by name is a common practice.
It’s also possible to pre-populate your Hubspot form with the visitors information. Some marketers choose to do this to help increase response rates. Hubspot already allows you to auto-populate form fields through a query string. So when redirecting the PURL to Hubspot, we simply need to include the visitor’s information in the query string. The final URL, after re-directing to Hubspot would look something like:
Finally, you can also use Purlem’s Zapier integration to pass the PURL results back into Hubspot. This allows you to see your direct mail visitors directly in Hubspot’s platform, and trigger future marketing based on that data.