In these difficult times the effectiveness of direct marketing campaigns has become increasingly important. However, many are finding the results of those campaigns disappointing. msg360’s clients have already been experiencing great results from their campaigns using the new solution, including a 30% response rate to a Business To Business prospecting campaign, where the industry average is 1%, which has resulted in their books being filled with new projects for the next three months.
A Personalised URL (pURL) is a weblink used in a Direct Marketing campaign containing an individual’s name. The link can be placed in an email or printed marketing materials, such as a letter or postcard. Here's how it works:
1. The outbound communication
Send an email, postcard or sms campaign containing the pURL link.
2. The Personalised Landing Page
Target responds and visits personalised website. Not only can the page be personalised, it can also be made relevant using their postcode to provide information relevant to their location, such as their nearest store, or by using different images for different people, based on their gender for example. Using a short questionnaire, it is also a great opportunity to capture more information about your prospects, which will be useful for future sales and marketing efforts.
3. The Tracking
Track responses and identify leads online and in real time. When each prospect visits their pURL their visit is recorded in our tracking database. You can also receive instant alerts by email or sms. By logging into our online portal, you can see who responded, how many times they visited, what information they looked at and which pages they visited. With this online tracking, you get to identify those prospects who were interested enough about your products or services to take a look, but didn't quite take the step to make a purchase or contact you. These are hot prospects who you would not normally be able to identify from a typical email or print campaign.
4. The Follow Up
Information can be segmented and extracted to drive follow up campaigns or phone calls
To find out more about how pURLs can help you get more out of your marketing efforts, get in touch:
chris.lawson@message360.co.uk
+44 (0) 114 360 9292
