Personalization drives responses. So, why shouldn’t it be incorporated into every possible part of your direct mail campaign? It’s important to carry personalization through the entire process, from the design of the direct mail piece to the tracking method, creating a seamless and consistent experience.
Personalized unique landing pages (PURLs) are the perfect way to do this.
A PURL is a unique address created to directly target a specific customer. When recipients put the link in their web browser, it’ll bring them to a custom-designed landing page tailored to their needs. Every recipient receives a different PURL, which typically contains the name of the recipient. It can, however, also include a random selection of numbers and letters. For instance, John Smith will be directed to visit www.DesignDistributors.com/John-Smith, while Jane Murphy’s link will guide her to www.DesignDistributors.com/Jane-Murphy.
Examples of other formats include:
The PURL will be printed on the direct mail piece, so your organization can track the number of customers who took action. To encourage recipients to type in the web address, add a call to action above it. For example:
First, you’ll need to choose a company to generate PURLs for your entire mailing list. Websites such as easypurl.com or boingnet.com can help you develop custom PURLs for everyone on your list. Typically, all you have to do is upload your mailing list. Ensure it is equipped with the information necessary to personalize the landing page. It’s the same that you’ll use to customize your direct mail pieces: names, addresses, past purchases, product information, behavioral characteristics, and more.
The company you decide to work with will typically create the landing page template, along with unique links for every member, depending on the package you choose. Then, send your direct mail campaign out and track the responses through the PURLs. Finally, analyze your results to determine if your campaign was a success.
It should follow the basic structure of a good landing page, with a few variations among the target customers. This means you’ll need an attention-grabbing headline, an image relevant to your audience, a lead form above the fold, a CTA, and brief copy that persuades your visitors and explains why they should fill out the form. Overall, the landing page should try to get users to take a single action. Asking visitors to do more than one thing can lead to confusion, causing them to click out.
Each PURL will have differentiators based on the customer they’re trying to target. You’ll create a template based on your offer, but include variable data that changes from customer to customer. This can also reflect the variations in the direct mail pieces. For instance, if John Smith receives a postcard that says, “Hi John Smith, Take a Hike Through the Mountains,” the site page can mimic this copy or offer similar sentiments, such as, “These Trails Are Perfect for You, John.” The landing page can have a similar mountain image as the postcard. Another client, Jane Murphy, can receive one stating, “It’s Time for You to Relax, Jane Murphy!” with a picture of the beach. The PURL will bring her to a page with similar copy and graphics.
QR codes (Quick Response) are two-dimensional barcodes readable by smartphones. These are used to switch from traditional print ads to digital, displaying text, opening URLs or downloading information to your device. QR codes make the jump from print to web quick and easy. Instead of having to open up a browser and type in the address, recipients can simply scan the QR code with their phones, automatically bringing them to the unique landing page. This can increase the effectiveness of your PURLs. If you’re using PURLs in your campaign, it’s best to encode in QR codes, so your target audience can access the offer seamlessly.