How to Increase Your Direct Mail Response with pURLs

For decades, marketers believed that combining messages through many channels increased response rates. During my career, several tests proved that this strategy works most of the time.

These same tests looked at the cost of combining several channels to support each other. I tested these combinations on an A/B split basis against single channel approaches.

For this reason, I think all companies should leverage the Internet when promoting with traditional media like direct mail. Personalized URLS leverage your direct mailing with a landing page to lift response.

Most responses today come through an Internet based application or ecommerce website. This gives the respondent 24-hour access to a user-friendly format to buy your product.

Notice the personalized URL in this direct mail letter.

A pURL enabled mailer merges the domain name with the recipient's name. When typing or clicking the pURL, the displayed landing page contains the recipient's name. You can also insert other relevant information that is available in your database within any landing page.

Here's an example of a pURL landing page.

According to a Boingnet study (a company that provides advanced pURL support and reporting), pURLs can increase response by 3x for B2B campaigns. This higher response assumes you follow up each pURL with a phone call, email. and other appropriate channels. pURLs that are not supported with detailed reporting and response follow-up do not work as well. Here's an instance where automation makes a significant difference.

The following flow chart shows how to set up an effective pURL system that will increase response rates and reduce your Cost per Sale.

With proper support, adding pURLS to your direct mail program does not have to keep you up at nights. Please contact me if you want to test such a campaign for your company. My email is tedgrigg@dmcgresults.com.