Throughout the week we have discussed the value of including multiple touch points to increase your brand’s reach and frequency.  Another important factor to consider is the message itself.  Through the use of variable data printing, database management and personalized URLs, it is possible to deliver individualized messages to your target audience.

Each message is created based off of information collected about segments of your core audience.  Using VDP and personalized URL technology you can create both a print and a digital message that is personalized to the recipient’s interests.

Furthermore, every time someone interacts with their pURL, that data can be tracked and used to create additional relevant messages.  Because of VDP technology you can print each unique URL in one print run of your direct mail piece.

One of the many benefits as a marketer to including personalized URLs is that you’re able to track and measure precisely who in your target audience visited their pURL and what they clicked on when they were browsing within the pURL.  Using this information you can follow up with each individual in your target audience with more relevant communication — based on what they showed the most interest in when they visited their unique URL.

A final benefit of using pURLs is they tend to generate a higher return on your investment.  According to an e-marketing report, direct mailings that include a pURL have about a 5 to 6 percent return on investment, while generic messages have a typical response rate of about 2 to 3 percent.

Timothy Freeman

President

Print & Graphic Communications Association