PURL Power in Real Estate Marketing

When it comes to buying a new home, personalization matters big time. Case studies continue to tell us that prospective homeowners respond enthusiastically to a highly personalized marketing campaign.

Including Personalized URLs (or PURLs) in your next mailing campaign is the perfect way to make an immediate impression on your readers. When they receive your mailer and see that you’ve set up a unique website just for them, they instantly become more likely to hop online and check it out.

Here’s an example of what a PURL looks like: “john.smith.yoursite.com” or “yoursite.com/johnsmith”

What’s more, you can easily design John’s personal landing page to welcome him by name and entice him with a special offer, both of which are awesomely effective ways of initiating a solid engagement.

To show you just how effective PURLs can be in your marketing campaign, we’ve provided an exclusive case study of a real estate firm called Tampa Homebuilder. Spoiler alert: In the weekend after they launched their PURL campaign, they tripled the number of homes they sold!

Just fill out the top form to the right with your name and email address, and the case study is immediately yours for free. Please feel free to sign up for our monthly newsletter as well.

Once you check that out, we can answer any questions you might have about getting your PURL campaign on. We’ll even throw in a free 30 day trial so you can see what the fuss is all about, no strings attached.

Need ’em? Want ’em? Purlem.

The Ultimate PURL Case Study Directory

Whether you’re launching your 1st or 47th campaign using Personalized URLs (PURLs), case studies can offer indispensable insight into what works and what doesn’t. That’s why we’ve compiled the most complete directory of PURL case studies to date.

Introducing the Ultimate PURL Case Study Directory, and it’s yours to Download for Free today.

Inside this campaign compendium, you’ll find more than 150 PURL case studies sorted by industry, with an easy to read overview of each campaign’s Goal, List, Offer, and Creative content.

What’s more, we’ve included each campaign’s Response and Conversion Rates to show how effectively each one performed.

Industries you’ll find included in the directory include:

– Auto
– B2B
– Construction
– Education
– Entertainment
– Financial Services/Banking
– Healthcare
– Hospitality
– Manufacturing
– Non-Profit
– Printing Services
– Publishing
– Restaurant
– Retail

With this birds-eye view of the best and worst of PURL campaigns, you can navigate the choppy marketing waters with a steadier hand than ever.

We hope you enjoy The Ultimate PURL Case Study Directory– and please let us know how it treats you!

Track PURLs with Kissmetrics

KISSmetrics is a very robust analytics tool that has the ability to track individual visitors. As their tagline says – Google analytics tells you what’s happening. Kissmetrics tells you who’s doing it.

Kissmetrics does this by assigning a random identifier to each visitor.  This way, you can see that visitor_XYZ123 visited the pricing page and watched the video. But, you won’t know who visitor_XYZ123 actually is.  However, by integrating Kissmetrics into your Personalized URL (PURL) landing pages, we can tell KISSmetrics exactly WHO the person is by name.  Doing this, KISSmetrics will tell you the activity of “Bob Jones” or “Sally Anderson.”  Way better!

Another good application for this is to track people after they visit their PURL.  Say, for example, that “Bob Jones” visits his Personalized URL – mysite.com/Bob.Jones. Purlem will be able to track that Bob visited his PURL.  But if Bob later returned to the home page, you would not know that it’s still Bob.  Unless you previously installed Kissmetrics and told them It’s Bob. If you did that, any time Bob visits the site, views a video, or downloads a whitepaper, you’ll know that it’s him. This is extremely valuable information that opens up a world of possibilities.

Here is the step-by-step for tracking PURLs with Kissmetrics:

1. Sign up for a Kissmetrics account

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2. Install Kissmetrics on your website

Kissmetrics has some great documentation on installing here. I’d recommend using the Javascript Library.

3. Match the Kissmetrics Identity code to the PURL visitor

You can do this by adding the following to your PURL landing page.

<!-- Kissmetrics Id -->
<?php if(isset($visitor->email) && $visitor->email != '') { ?>
 <script type="text/javascript"> _kmq.push(['identify', '<?= $visitor->email; ?>']);</script>
<?php } ?>

4. Assign a Kissmetrics event to the page visited

You may also want to let Kissmetrics know which PURL page the visitor is on.  You can do that with the code here:

<!-- Kissmetrics Event -->
<script type="text/javascript"> _kmq.push(['record', 'PURL Visit - <?= $visitor->landingpage_name; ?>', '',redirect]);</script>

5. View Results

With Kissmetrics now installed and integrated into your PURL landing page, your Kissmetrics results will now show identify each user by their email.  This is much more valuable than random identifier!

Kissmetrics PURL Results

2% USPS Postage Discount when you use PURLs.

The USPS is providing a 2% postage discount when you use PURLs with your direct mail piece.  Promotion is good for May 1 – June 30.  It’s a great time to give Personalized URLs (PURLs) a try!

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GetResponse Purlem Integration

Just launched Purlem’s GetResponse API Integration.  This Integration allows GetResponse users to automatically add contact’s to their GetResponse campaign when they fill out their PURL landing page form.

Have an idea for another integration?  Let us know!

GetResponse

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.

Study: Marketers see 50% Improvement with Personalization

imagesAccording to a new multi-client study from InfoTrends, Marketers reported an average improvement of close to 50% for personalized multi-channel campaigns over static print-only campaigns.

Another great study to add your arsenal when trying to convince your client/boss to use PURLs!

Effect of Personalization on Click-Through Rates

This is a bit of an older study – from 2002, but still thought it was quite interesting and worth sharing.

YesMail completed a survey that shows how response rates increase dramatically with personalization. As the number of personalized elements increases from one to seven, the click-through rate more than triples, increasing from 4.7% to 14.8%!

Another good reason to add Personalized URLs to your direct mail and email campaigns!

Effect of Personalization on Click-Through Rates

Video: An Introduction to PURLs

Hear’s a sneak peak at our new video – An Introduction to Personalized URLs “PURLs.”

An Introduction to Personalized URLs “PURLs” – by Purlem.

To create the video we started first with the copy. Being the PURLs can be somewhat of a confusing topic, The Art of Explanation was a tremendous help in helping us to think through how to describe PURLs to those that are unfamiliar.

Once the copy was set, I partnered with Colin Cramm – an animator out of the Netherlands – to bring the copy to life. I’m sure you’ll agree that Colin did a fantastic job!

Hopefully this video will help those less familiar with PURLs, to quickly grasp their power and potential.

Add to Calendar Link for PURLs

Want to give your PURL visitors a way to add an event to their calendar?

Screen Shot 2013-10-16 at 6.45.54 PMI recently had a client ask me if it would be possible to add a “Add to Calendar” link to their Personalized URL (PURL).  I was very intrigued by the question and some of the possibilities.  So I created a quick example campaign that allows the PURL visitor to add an event to their calendar based off the date they selected.

We’re able to accomplish this through using the iCalendar (ics) file format.  Essentially all were doing is customizing this ics file with the PURL visitor’s data, and allowing them to download it.

Below is a video of the example campaign I put together.  You can also see step-by-step directions on how to add a personalized “Add to Calendar” link on your PURL landing page.