PURLs of Wisdom...How to Use Personalized URLs to Build Stronger Relationships with Your Customers

Accountability.  It’s a favorite concept for direct marketers.  And, with increasing competition and decreasing budgets, it’s never been more important than it is today.  Everyone is charged with demonstrating positive campaign results, increased ROI, and maximized customer lifetime value.

Recently, savvy direct marketers have added PURLs – Personalized URLs – as campaign response mechanisms. PURLs have proven themselves both effective and cost efficient.  In fact, many marketers have found them to be invaluable for lead generation, as they:
• Increase response rates, up to 25% or more
• Create on-demand, on-the-fly fulfillment that’s more relevant
• Collect additional qualifying information about prospects
• Expedite sending pre-screened leads to sales
• And, track campaign results in real-time

But, there are applications for PURLs that go even further than lead generation.  With a dynamic PURL-based CCM (Customer Communication Management) system, you can streamline customer service and sales, effectively up-sell and cross-sell, meet and exceed customer expectations, and increase the lifetime value of each customer.

Join us for NEDMA’s March Seminar on Wednesday, 3/31, and learn more about how PURLs work … and smart, new ways you can put them to work for your organization.  Alexandra MacAaron, Creative Director & Queen B of B Direct Marketing Communications, will walk us through some of the principles of using PURLs in integrated media, highly-individualized 1:1 marketing.  Then, Joan Groleau, Americas Partner Marketing and Global Accounts for Progress Software, will explain how her team has implemented an innovative and tremendously successful PURL-based customer communication management solution.  Then, Gail Currier, Senior Account Executive at Mercury Print & Mail, will walk you through step-by-step instructions on how to create a powerful PURL campaign for your own organization.