A pURL marketing campaign is an excellent way to present your message on a one-to-one, extremely personalized basis.

The other day I got a letter from my home mortgage company that said something to the effect of “If you have a home loan, call this number. If you have a business loan, call this number.” I was very disheartened by the fact that my own mortgage company, who received a sizable chunk of money from me each and every month, didn’t even know what my loan was for. So rather than calling the appropriate phone number listed in their very cold and generic direct mail letter, I started calling other mortgage lenders instead.

My decision to choose another mortgage company could have been eliminated – in fact, my the lender could have turned me into a stark-raving, referral-generating, shout-it-from-the-rooftops fan – simply by using a pURL campaign with this direct mail piece.

And they could have saved themselves a ton of money, and improved response rates in the process.

Let me show you how their pURL campaign could have worked…

1. First, the bank could have segmented their mailing list and created one list of homeowners and one list of business owners. They obviously already have that information in their database, so the division would have been very easy.
2. Next, two simple but relevant postcards could have been created, one designed for homeowners, with appropriate graphics and messaging, and one designed for business owners with its own graphics and messaging. Using variable data printing, the postcards could have been tailored to create a personal, one-to-one message. My own postcard could have had a headline that read, “Karen, We Have Important Information About Your Home Mortgage”.
3. Rather than sending me a 7-page (probably very expensive) direct mail campaign, my personalized postcard could have directed me to my own pURL website where I could have gotten all the information – and more – that was included in the generic direct mail letter. Only this time, the information would have been meant for me and me alone. My pURL could have been www.LenderSite.com/Karen.Scharf, which would have definitely gotten my attention. After all, my own name in my own website, how could I have resisted checking it out. And when I logged in, the headline could have continued with “Karen, Here is the Important Information About Your Home Mortgage”.
4. And, since the bank already has my personal information, such as my age and my family size, the graphics shown on my pURL website could have been appropriate for me. If the bank’s records showed that I was 68-years-old, married and retired, the graphics on my pURL site could have represented retired married couples. If their records showed I was a 26-year-old single mother of 3, the graphics on my site could have shown young children playing in front of a lovely home. And, since the lender already knows the value and location of my home, the graphics could have been even more personalized, showing homes and neighborhoods that are similar to my own.
5. On the flip side, if I had been a business borrower, my pURL website could have said “Karen, Here is the Important Information About Your Business Loan for Modern Image Communications”. And the graphics and wording could have been relevant to a small business owner in my industry or SIC code.
6. Each page on the pURL website could have been personalized with my name and information. Rather than sending me 7-pages of generic information, my mortgage company could have sent me information that was meaningful and specific. Rather than feeling slighted and insulted that my bank had apparently no idea who I am, I could have been made to feel like an extremely special, valued customer.
7. And, since a pURL marketing campaign is completely trackable, the bank wouldn’t have had to ask me to call a phone number to guarantee that I received the information they sent. The pURL campaign tracking could have shown them that I did indeed visit my pURL website. It could have also shown them how often I visited, how many pages I visited, which exact pages I looked at, how long I stayed on my site, etc. They would have been able to assess who expressed the most interest in the new services they were trying to upsell me, so they would have known exactly which customers to spend their follow-up budget with.
8. If the bank needed more information from me, they could have incorporated a feedback form into my pURL website. And since they already have much of my personal information, the form could have been pre-populated, saving me time and making me feel even more appreciated.

And all this could have been achieved just by taking advantage of a pURL marketing campaign.

The bank would have made me feel like a tremendously appreciated, valued customer, which would have cemented my loyalty with them, even if I didn’t want to purchase their new services.

They would have had built-in tracking capabilities and the ability to see almost immediately which customers expressed an interest – something that no direct mail campaign could ever provide.

They would have boosted their response rates, since pURL marketing campaigns have been shown to improve response rates by almost 300%.

And, chances are, they would have spent less money than they did on their generic, insulting, ineffective mailing. Believe it or not, a pURL marketing campaign is actually very affordable. In fact, .COMplete pURL offers full service pURL marketing to fit every budget.

So when you’re brainstorming your next direct mail campaign, consider adding pURL marketing to the mix. You’ll create customer loyalty and improve your response rates in the process.

You Might Also Be Interested In:

• Advantages of pURL Marketing
• How pURL Marketing Captures Their Attention
• Increase the Overall Performance of Your Marketing Campaign With Personalized URLs
• Direct Mail and pURLs
• How Does pURL Marketing Work?