You’ve been running successful email campaigns for years, why bother adding PURLs now? Well, why would you shout from the rooftop when you can have one-to-one conversations with each of your customers?
Email is just a message that you send out to your target. You lose control of the email once you hit send. A PURL is a response mechanism that’s included with your message on an email or a direct mail piece or Web page.
With email, you’re just pushing information out. With a PURL campaign; you’re drawing your audience into your network. Not only that, a PURL lets you track your audience’ s behavior.
We know what you’re thinking; you could track and measure your response rate by just inserting a landing page into your email. Why PURLs?
A landing page can only track whether or not people read the email and clicked on the landing pages, incomparable to the personalized experience that a PURL campaign provides. PURLs increase your click-through rate because a PURL is more attractive than a landing page. With PURL software, you can personalize any email content based on business rules. Using a cross media platform, you can trigger follow-up email based on your audience’s actions and non-actions.
With email, you’re just pushing information out. With a PURL campaign; you’re drawing your audience into your network. Not only that, a PURL gives you access to your target’s information and behavior.
The moment when a recipient clicks on a PURL is when his emotional interest is at its peak. A PURL lets a marketer seize that moment, and milk it for automated lead nurturing, scoring and transfer.
Email is now the vehicle that delivers your PURLs to your audience.
Here is a typical PURL campaign workflow:
- Marketer sends out variable email blast with a PURL in the body. (Here the objective of the email message is to get the recipient to click on the PURL.)
- If the recipient clicks on the PURL, he is taken to a customized landing page that is at the highest point of relevancy possible to him.
- When the customer responds to the PURL, a variable email is sent to him. The email will appear to come from an appropriate salesperson.
- Conversation with prospect initiated!
Here is an email campaign workflow:
- Email sent
- Email delivered
- Email read or not read.
Okay, let’s try that question again: You’ve been running successful email campaigns for years, why bother adding PURLs now?
Answer: What! You haven’t yet added PURLs to your email campaign?
