Personalized Dynamic Print Media
Print design doesn’t have to be static. If you have a great website with dynamic content why not follow-suit with your printed materials? Dynamic print solutions are excellent for many reasons: They open the door to new design and marketing concepts, increase the open rate and provide a method of measuring results.
Generally speaking, response and conversion rates aren’t measured for printed materials that aren’t mailed. These pieces are usually supporting documents or collateral material. Even with direct mail campaigns, you could only expect response rates of approximately 1-2%.
However, at Web Talent, we utilize two distinct methods to not only improve these rates, but to reduce the cost per response as well as effectively and accurately quantify results. How do we do this? The first way is through variable data printing (more commonly referred to as personalization, or personalized printing) which yields average response rates of 10-20% and higher.
The second method Web Talent uses to increase effectiveness of direct mail campaigns is PURLs also referred to as Personalized Universal Resource Locators. PURL’s are the perfect complement for any variable data print project.
THE POWER OF PURL’s
Personalized URL’s (or PURLs) are truly genius. PURL’s have introduced a revolutionary method to track results of printed campaigns. Not only can PURLs help separate cold, warm and hot leads from within your list of existing clients (or prospective clients.), they can also help maintain your list more accurately.
A personalized URL involves integrating the recipient’s name as part of a level-1 domain name. An example of a PURL would be http://tomjones.acme.com. When Tom Jones receives his postcard in the mail and visits the website you’ve targeted for him, he is greeted with a personalized landing page with his name and appropriate information tailored to him.
Meanwhile, your website logs the data so you can review it later. The type of data logged would include when the person first went to the site, how long they were on each page, what page they exited the site and on what day and the time of day the sites traffic is highest. Depending on the layout of your landing page, Tom might be enticed to fill out a simple form that would allow you to store his information in a database for future campaigns.
But what if Tom receives the postcard and doesn’t ever visit his personal web page? Not to worry – technology allows you to place him on a separate list so you can follow-up with him via postcard or email to remind him that his page is still available and contains a special promotion just for him.
PURL’s are an extremely powerful marketing tool – one that today’s smart business owners utilize to increase response rates and client follow up. Our expert staff at Web Talent Marketing can design a PURL application and campaign specifically for your business, so contact us today and put the power of PURL’s to work for you!
