Recently, we have had success using pURLs as a component of loan promotions, and more for some of our clients. So I thought I would use this opportunity to share with you what a pURL is, and how it works. As always, if you have any questions email us at bigideas@kearley.com.
Personalized URLs are links to landing pages that are designed and personalized for a specific person. You can use them as part of a direct mail, or email campaign to interact with your target audience and drive them to your website to learn about specific products and/or services. Direct mail including pURLs can increase ROI as well as give customers more opportunity to interact and respond.
Ethan Boldt of DirectMarketingIQ says that direct mail remains the only medium that physically gets into people’s hands, so including pURLs in them has added value. He points out that among higher response rates, pURLs also offer an easy way to track the success of a campaign. (Read the article here.)
In one case study, California-based Mahoney Co. brought in $13 million dollars in sales following a pURL campaign. In response, the company decided to utilize their pURLs for more than just direct landing pages. John Mahoney, president of Mahoney Co., says he wants to build an ongoing connection with their audience using pURLs. (Read the article here.)
Utah-based Zions Bank saw great results from using pURLs as part of an onboarding campaign. The campaign generated a response rate of 5%, and in response, more customers offered up their email address to receive direct communications from the bank. (Read the article here.)
Have you used or seen a pURL campaign? What did you think? Did you have success with it?
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