Personalized url’s or PURLS as they are commonly known can be a very effective way to market your non-profit to your potential donor base. Let’s start by providing a definition of a PURL. A personalized URL (PURL) is a unique and personalized landing page that is created for each recipient in a direct mail or email marketing campaign.
An example would be email@example.com
With a print and/or email campaign your prospect can access his landing page in a number of ways. He can manually enter the link on his desktop or mobile device, he can click on the link if it was in an email or he can scan the QR code that is provided with the PURL in a campaign that is done by Steven’s Multi-Channel Marketing (MTM). The QR code has become increasingly more popular with more and more people accessing their email on their smart phone.
There are many benefits to using PURLs in your marketing campaign! Let’s discuss 3 of the primary benefits.
- Increased Response Rates – Personalization has been proven to increase response rates in all types of direct marketing campaigns. A two or three fold increase in response rate will more than justify the extra expense and sigfinficantly reduce your cost per lead on your campaign.
- Track responses in real time – With a Steven’s MTM campaign you have the ability to track all responses in real time and receive email alterts so you can instantly follow up with interested donors. A study conducted by InsideSales.com indicates that you are 10 times more likely to get ahold of a prospect over the phone if you contact them within the first hour of receiving the lead. PURls provide you with the technology to do so!
- Engage donors at a deeper level – The PURL is the gateway to collecting valuable information from your donors and subsequently being able to use that information to make subsequent interactions more relevant and meaningful to your donor base.
PURLs by themselves are not the magic cure all for a marketing campaign but they can be a valuable tool to help your organization build your donor base and grow your non-profit. To get more valuable information please visit our website at www.stevensprinting.com or our special non-profit website www.marketing4nonprofit.com.
Stevens Multi-Channel Marketing is a full service marketing agency providing printing and online marketing services to businesses and non-profits in Northern California