In order to generate measurable marketing response, you may well continue to rely on direct mail. Although it may be less effective than in pre-Internet days, direct marketing does work with the right targeted message to the right audience.
You can optimize your efforts by using a tool suggested by Blase Ciabaton. It’s all about PURLs that let you get personal with your prospects.
As a content marketer, you can target prospects individually with the use of PURLs, which are ‘personalized URLs.’ Thus, a 10,000 person direct marketing campaign would generate 10,000 PURLs which serve as individualized landing pages and can even greet the direct mail recipient by name.
This approach also enables the sender to track activities driven from that landing page precisely because it is attached to a unique individual.
According to Blase, here’s why this approach is so valuable:
“PURLs represent the future of direct mail marketing. For those already using direct mail successfully, PURLs are very likely increase the response rate. For anyone who’s avoided direct mail because of the difficulty in measuring response rate, then PURLs are the ideal way to leverage direct mail and have an accurate understanding of response.”
If you are still wondering how you might use this approach, Blase provides the example of a university prospecting for its new Freshman class:
A local college sends out a targeted direct mail campaign to attract rising high school seniors to apply. Interested students enter their personal URL from the mail piece, and are welcomed by name to their custom landing page. A very brief survey that’s on the landing page asks the students to select from a list of possible degrees or majors, and then asks for their preferred method of contact while collecting this additional contact info (cell phone @, e-mail address, etc.).
Direct marketing lives on. It fits well within our content marketing universe when the messages we send and the PURLs to which we send our prospects accurately reflect our understanding of their individuality.
You can learn much more about how to put PURLs to work by checking out what Blase has to say at TheDirectMailMan