Last year, we wrote about using Variable Data Printing to create an emotional connection with your current and potential customers, and how customized text and images increase response rates to direct mail and other ad campaigns.

 

As we learned with VDP, people react to seeing their name in print. Companies can now take this personalized touch one step further with personalized URLs, or pURLs. For example, if your business website is www.company.com, you could create pURLs for each customer: www.company.com/customername. Each user gets their own customized URL, making it more likely that he or she will connect with your company.

 

The pURL directs your customer to a personalized web page. This page can feature specially selected offers or surveys, and the user can learn more about products and services that are most relevant to them. When implemented properly, pURLs can track response rates and give your company valuable feedback about your customers' online behavior.

 

Cox Cable, for instance, had a 44.58 percent conversion rate when they sent out a flier with a pURL. They asked existing customers to enroll in a rewards program using the pURL, and offered the chance to win a $50 Amazon gift card. Out of those who received the flier, 50.30 percent responded, and nearly all of those users enrolled in the rewards program. You can read about this and other pURL success stories here.

 

You want to make sure your customized sites are easy to navigate, and lead each user toward a call to action. Make sure you don't take it too far, or your customers might consider it invasive. For instance, if you know your customer is married with children, don't list the family members' names, but instead include text, images, and offers that would appeal to a family. No one likes to see their most personal information displayed all over the Web.

 

Using Variable Data Printing to print a pURL on a direct mail flyer, for example, is the perfect marriage of offline / online marketing. It's another tool in the marketing mix toolbox, and gives you an opportunity to capitalize on your existing user database. 

 

Sincerely, 

 

Mona Graham
 
Monogram Communication Services

798 University Avenue

  

  

In 2013, we want to help you get the most from your marketing budget. Call us today to learn how we can take away the pain that often comes with creating brilliant solutions.