Did Personalized URLs Deliver on Its Hype?
Subject: There’s More To A Personalized URL than meets the eye
A lot of people are torn as to whether personalized URLS work or not. Strangely enough, virtually no one would contest the benefits of multichannel marketing: the more frequently you touch a customer, the more your chances improve of getting an increase of their mind and market share.
Personalized URLS should be thought of as a system – a way of systemically contacting and communicating directly with a customer using online and offline methods, with the internet being the primary driver for capturing response. That being said, if you run a direct mail campaign that uses personalized URLS, but no call to action on the webpage – chances are your responses will be poor. If you target a demographic or customer group that has no interest in your company – your response will be poor. If you coordinate a campaign with a lot of inconsistencies among messaging channels… you guessed it – the results will be poor.
Personalized urls are not a means to an end, but rather a strategy that needs to be carefully planned and thought out, just like any other integrated campaign involving things like radio, TV and print. Consider carefully the text and images to be used, the personalization elements, the target audience, and then you must consider how to CONSISTENTLY repurpose all these assets to print, email AND the web. Do this, and you might have better direct marketing success.
The technology is still very young, and many marketing departments are still attempting to understand the concept. That, and given the price tag of many solutions, some might be reluctant to invest even a few thousand dollars into a first time trial – especially considering the fact that most direct mail campaigns only contain a couple thousand names. That brings the costs up to $2-$4.00 a piece on something that is still in unknown territory. Those are some scary numbers for small time companies.
The technology WILL become ubiquitous: it already exists in some format or another in most printing and email applications. Personalized URLS and personalized landing pages just become the glue that marries the offline and online worlds.
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