Improve Response Rates with Personalized URLs
Personalized • Targeted • Effective
More is great when it comes to Girl Scout cookies but more isn’t always the answer when it comes to getting good response rates. Targeted and relevant is the answer. Today’s consumers, educators included, want to be communicated with personally and only receive information that is targeted to their interests.
Personalized URLs (PURLs) enable marketers to create a single e-mail and landing page yet have it be unique to each person who views the campaign. PURLs use dynamic population of everything from text and images to response forms. Whatever you know about someone – gender, state, product interests, grade levels, job title, etc. – we can use to dynamically create a customized experience.
- PURls typically increase click-through, form submission and conversion rates between 3 and 5%. So if your last campaign had a 1.5% form submission/response rate you can expect to see a 4.5% form submission/response rate using PURLs.
- PURLs are an exceptional lead generation tool — because response forms are pre-populated it’s quick and easy for a recipient to click “submit” and express interest in your company.
- With PURLs you can create a single landing page that is dynamically customized so that it has different images, text and offers for each person you’re targeting — no need to create multiple messages and landing pages, just let PURLs do the work!
Why PURLs increase response rate
They’re personal –
The link that is included in a PURL e-mail contains each person’s name – JoeJones.MySpecialOffer.com. Who can resist clicking through on their own name? You can also dynamically merge school names, gender specific pronouns, photos, and much more!
They’re relevant –
When you tailor information to people’s specific interests – preview products specific to each individual’s job title and grade level, for instance – they’re more likely to respond because you’ve provided something very relevant.
They create dialogue –
Included with every PURL campaign is an initial e-mail along with three Trigger E-mails. The Trigger e-mails are sent automatically based on response to the initial campaign. So you’re not just sending another generic message to people who responded or didn’t respond to your first campaign but you’re sending additional messages based on specified preferences. This builds a relationship and rapport with the people you’re e-mailing.
With PURLs you’ll get higher response rates without increasing your e-mail quantities or frequencies. That sounds like a good deal, doesn’t it? Contact your Agile Account Executive for additional information, a free demo and a special 15% introductory deal.