PURLs for Profit

Available as a PDF

Your everything-you-need-to-know guide to personalized URLs, including: Best Practices on why they work, campaign strategy, multichannel creative, analytics, and 10 Case Studies.

A New Best Practices and Case Studies report from Direct Marketing IQ.
 
Do you want a higher response rate? Do you want to make a bigger profit? Do you want to engage your customers and continue the conversation? Then ... you need to know about PURLs and how they can achieve all the above and more!

With PURLs for Profit you'll have your personal roadmap that will show you how to successfully implement and profit from PURLs. This definitive special report takes you step-by-step on how to integrate PURLs into your marketing mix — email, direct mail, landing pages and social media — for an enhanced user experience so that prospects can make more informed purchasing decisions faster.

Here are just a few of the important takeaways you'll learn:

iv Introduction: The "PURL"

BEST PRACTICES

Chapter 1 — Why PURLs Work — and How a Marketer Sells the Client on Them
Chapter 2 — The Overall PURL Media Strategy, Including the Offer and the List
Chapter 3 — PURL Creative Best Practices — for Direct Mail / Email, and the Landing Page(s)
Chapter 4 — Meaningful Measurement of the PURL — ROI, Testing & Tracking Personalized URL

CASE STUDIES

Case Study #1 — See how a large tradeshow drove conference registrations at a lower cost per registrant.

Case Study #2 — Learn how a major metropolitan newspaper's PURL campaign experienced a 43 percent increase in response rate over the control while the cost per sale went down by almost 70 percent.

Case Study #3 — Discover how a religious nonprofit used a series of PURL postcards to long-time lapsed donors and received over $125,000 in donations, a 900 percent return on investment.

Case Study #4 — See how a software provider turned a $50,000 PURL campaign into a 9.2 percent response rate and $13 million in sales.

Case Study #5 — Learn how a specialty store chain increased in-store traffic as well as its overall database.

Case Study #6 — Find out how a bank was able to develop a multi-touch program that expanded the number of products per household.

Case Study #7 — Despite a 20 percent marketing budget cut, see how a college experienced a 303 percent increase in responses from the previous year when only static mailings were used.

Case Study #8 — Learn how a credit union used a PURL campaign to market its new product to Generation Y and not only had a high response rate, but also a very high conversion rate as well.

Case Study #9 — Find out how a public radio station deep in the red turned around their membership program and budget with a series of personalized URL mailings.

Case Study #10 — Discover how a restaurant franchisee built their own customer database and delivered a whopping 279 percent response rate thanks to the campaign going viral.

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