Skip to main content

PURLs

The use of variable data printing, variable data email messaging and variable data internet communication makes personalization of the Internet possible.  Your company can connect with new prospects or existing customers by sending personalized messages that will drive contacts to a specific goal online.

Personalization may be the deciding factor on receiving a new client or satisfying an existing clients need to be personally contacted and reminded of your services and offerings.

What is a PURL and how can these benefit my business?

PURL is the acronym for Personal Uniform Recource Locator.  This is what it may look like:

www.FirstnameLastname.yourcompanyname.com

Inserting a persons name in front or behind your company name.com will drive people to a micro site that will personally greet them by name.  There are many events that need to "line up" to make the PURL a live web page that works.  

The most deciding factor on a campaign being a success is not the message, it's the list.  Lists are available with a selection of many demographics that will tailor the audience to your message.  If you have existing data on your previous clients you will have the greatest success targeting them for a new offer or advise.  The data manager at the vendor will configure your data base to accept the PURL assignment, determine which "fields" variable data will come from to load into the web page and do all the back round programming that makes a PURL so valuable. We'll get to that in a minute.   

There are responsibilities for you as well as the vendor that will be hosting and customizing the PURL campaign. Once you have your PURLs from the data manager, you need to hire a designer to produce a direct marketing piece, hire a web designer to design and implement a variable data PURL email message, contract a web designer to create Landing, Submittal and Thank you pages for the micro site and submit all this to the PURL vendor.  Of course you could visit www.graphicinvestments.com and have all the work done seamlessly and avoid all the fuss.  Cheap plug:)

Once the personalization is created and the campaign started, the PURL begins to work for you. The real value of the PURL campaign is the ability to track your direct mail advertising and get real time notifications for events happening on the PURL site. The benefits detailed below should be included and insisted on when choosing a vendor for your PURL campaign.

  • Domain name with each campaign
  • Email campaign set up (if required)
  • Receive real time email notifications on every visit to the PURL Page with detailed information on who visited and how they arrived. (eblast or direct mail)
  • Receive real time email notifications detailing an event you would like to be notified about. (This could include contract siging, requests for more information, profile updates, clicks onto PDFs and clicks directing them to outside web sites)
  • Capture updated profile information in a “Change Log” file that will be used to update data base information accurately, without placing a single call.
  • Access tracking information online through you own password protected administration page. 
  • Download a complete history of event tracking as Excell files for sorting, evaluating and taking advantage of warm leads.
With all the above your campaign has the ingredients for success.  To see a live demo of how a PURL page loads and includes variable data please visit:
You won't be disapointed!





Comments

  1. This is a great marketing strategy. Thanks so much, I'll be visiting your web site and contacting you shortly.

    ReplyDelete

Post a Comment

If you have found this blog helpful, please leave a comment.

If there is a subject that you would like explained, ask here.

Popular posts from this blog

Boundaries

If you believe…”The Customer is always right”, to be the best way to keep clients, then you have realized that demanding customers can cut into profits. Graphic Investments will always provide more services than what is actually paid for by the client. We try to educate the client as to when the extended service has begun compared to standard product development. We cannot assume that clients have will understand, realize or even care that you have gone beyond the normal “scope of work” to make them happy. The time to apply the brakes is well before a project gets started. Defining exactly what is to be provided is obviously the best solution to keep all parties on the same page. This works, but, there is always a company willing to provide more for less. We find ourselves willing to provide the customer with what they need at someone elses price. This is exactly when you need to make sure the client understands that you are providing Using the web site package as an illustration,…

Web Site Optimization...To Be or Not to Be?

Imagine that you are at a Florida Gators football game (www). The event at halftime will be that a spectator (web site) will have the opportunity to win Superbowl tickets (land on the first page of Google search) The only requirements are that the spectator have on tennis shoes, an orange or blue t-shirt and confess to being a football fan (keywords). WOW, you meet all the requirements to win the tickets (you have a web site and its been optimized). What would be your chances of winning the tickets in this crowd of 35,000 Gator fans? Multiply those odds by 25.000. Those would be the real odds that web site optimization will get you the exposure you need.

SEO is an acronym for "search engine optimization" or "search engine optimizer." The truth is that it takes a lot of time, money and strategy to be visible on the internet. For a reliable company to perform SEO, you can count on $1400.00 to start and a regular maintenance fee of at least $400.00 to update yo…

Preying on the Innocent

The state of the economy today has many people searching for opportunity. Yahoo Hot Jobs, Monster and many other employment search environments make it easy for “Work at Home “ scam companies to prey on people seeking work to support families.

My wife recently finds herself unemployed due to company cut backs. She is a very qualified individual specializing in corporate management, creative marketing and communications. Not easily fooled, she signed up for an opportunity that seemed like a data processing work at home program. The original opportunity was written to “look” like a posting by, Florida Job Markets. With Google as the main focus of a work from home program, and knowing how much internet marketing is in demand, she thought that Google would be offering an opportunity to load ads for companies on web sites.

Wrong! What a scam.

The advertisement had included language that took this program out of the “get rich quick” type marketing and promised benefits like customer su…