As we discussed yesterday, direct mail is an extremely valuable and integral form of communication between brand and consumer.  Today, we are going to discuss the value of adding new forms of technology, such a personalized URLs, or pURLs, to further engage and track the success of your brand’s message.

A personalized URL is a URL that is customized to a specific person.  Everything from the landing page to the URL itself.  The value of personalized URLs lies in not only increasing engagement between a potential customer and a brand, but also the precise ability to track what a specific member of your target audience is interested — or not interested — and follow up with relevant messages based on their likes and interests.

pURLs help to add a sense of uniqueness and personalized attention on a brand’s direct mail communication.  According to Lima Consulting, a recipient will be more likely to visit a personalized URL over a generic website URL that is sent to them via direct mail.  Once the recipient is on their unique landing page you’re able to track their movement through the site and build your database to create more relevant messages in the future.

Finally, new technology allows you to interact with your customers and potential customers in a whole new way.  It generates a sense on personalized attention and increases the amount a time a person is willing to spend engaging with your brand and its message.  In addition to people being more likely to visit their pURL, they are also more likely to be converted into paying customers. (Source: Lima Consulting)

How are you personalizing your direct mail pieces?

Timothy Freeman

President

Print & Graphic Communications Association