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Leveraging PURLs for Direct Mail Success


Personalized URLs can make print campaigns more engaging.

04/30/11

Marketers can no longer rely on a single marketing platform to reach the broadest number of consumers. Instead, they need to integrate their efforts using a variety of promotional mediums, ranging from print marketing to online channels.


As Target Marketing Magazine recently suggested, one way print marketers can do just this is through personalized URLs. PURLs can be used with postcard printing or brochure

marketing campaigns, and will direct consumers to whatever web destination the sender desires after they type the URL into their web browsers.


"Any [marketer] looking to engage with their customers uniquely, or those who have access to a database for a marketing campaign," says Shawn Burst , founder of Dukky, a custom landing page and analytics software platform. "Any type of organization who has a membership, higher education, service providers, any organization with a sales force."


Dukky recently found pURLs to be especially effective for automotive print marketing initiatives. By leveraging pURLs with auto printings, the company generated a response rate of 6 percent.

 

 

 






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