Intrepid PURLs of Wisdom
by Todd Schnick / Intrepid LLC
If you pay even moderate attention to marketing journalism, you keep hearing about the amazing response rates of PURL direct response campaigns. If you aren’t familiar with them, a PURL, or personal URL, campaign is when an audience is first hit with a piece of direct mail and/or email.
The typical rules apply to these communications: One, you must provide a solution to a problem or fulfill a need. Two, you must target the right audience of likely prospects. And three, there has to be a strong call to action. But in this case, the call to action is to drive traffic to a website. And not just any website, a personalized one.
This is where you begin to see increased response rates. People are drawn to this personalized website for two reasons: One, they can’t help visiting a website that includes their name, as in TODDSCHNICK.intrepid.com. And two, your product or service does appear to have some benefit to the prospect.
Once they get to the PURL landing page, that’s where the real magic happens!
Stay tuned to this blog for the rest of the story on PURLs. We at Intrepid are conducting some live PURL campaigns as we speak. I look forward to sharing with you the lessons we learn from the campaigns! And I will include samples!
Email me at todd@intrepid-llc.com to learn how PURLs might benefit you!
Todd Schnick intrepid group, LLC
Intrepid Blog 404.931.0969 cell
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