The technology that allows you to print a Personalized URL (PURL) on each direct mail piece is called Variable Data printing. A couple years back I survey over 100 printers on how much they would charge for printing 1,000 variable data postcards with a PURL . The printers surveyed in this study can be seen… Read more »
Posts Categorized: Personalized URLs (PURLs)
Alphagraphic’s PURL Campaign Proves the Value of an Effective List
In 2009 AlphaGraphics released their Rubik’s Cube PURL Campaign. The goal of the campaign was to generate new leads for each individual AlphaGraphics store. The first group of Alphagraphics stores had an average response rate of 23%. The campaign was so successful that AlphaGraphics corporate decide to rerun the campaigns for 31 other locations. Do you know what… Read more »
Allow Website Visitors to Create their own PURLs
We recently released our API that opens the door for some really interesting integrations for PURL campaigns. One way people are integrating with the API is by allowing website visitor’s to create their own PURL. One of the prerequisites to use Personalized URLs, is that you have to first know who is visiting the landing page…. Read more »
QR Codes Still Rising
Many are still skeptical of the future of QR Codes. I’m actually one of the skeptics. When I ask friends or family if they have heard of QR Codes I generally get a blank stare. Even if I try to clarify by saying “you know, those square bar codes,” I get an “ohh yaaaa…?” as if there… Read more »
3-D PURL Receives 17.24% Response
Infinity Direct created a self-promotion campaign around a fictitious character named Dr. Garmont. Recipients of the extremely creative campaign could visit their PURL to see how their marketing “ailments” could be cured. This 3-D direct mailer received an impressive 17.24% response rate, a response Infinity Direct didn’t think a flat piece could have achieved. It is also important… Read more »
Importance of House Lists for PURL Campaigns
The Direct Marketing Association (DMA) recently released their annual Response Rate Report. It it, they compare response rates from House Lists vs Prospect Lists – House Lists are double that of the Prospect Lists. A little background – house lists are lists that you create through your own collection efforts. Prospect lists is something that you… Read more »
Pintrest Collection of PURLs
I’ve been collecting examples of PURLs and inspirational Landing Pages over the last few years. Today I posted them all to Pintrest. I’ll continue to post to Pintrest as I run across other PURL campaigns and good designs. If your a Pintrest users, please follow!
PURLs Power ScottishPower Retention Campaign
ScottishPower is a major utility company in the UK. Like most utility companies in the UK, they experience a large attrition rate (those that cancel after signing up). ScottishPower needed a campaign that would help establish rapport with their existing customers and bring down that attrition. So ScottishPower turned to PURLs to help establish this rapport. They… Read more »
Use ShareThis.com to supercharge your PURL Campaign
I recently came across sharethis.com for a client’s project. The goal was to integrate social sharing into their Personalized URL (PURL) Campaign. The process would go something like: Marketer sends a email/direct mail to Person with PURL Person visit’s their PURL Person shares to Facebook/Twitter etc Friend sees the post and visits a “generic” landing… Read more »
How HP Used PURLs
Hewlett-Packard used to send out a catalog of courses they offered to IT pros. It was a large catalog, that was becoming increasingly expensive to send out. Back in 2003, Hewlett-Packard decided to switch to an online version of the catalog. To drive people to the catalog, HP used Personalized URLs (PURLs). HP had a strong list of people… Read more »