Starting at square one –
- Start with a new domain name. You can use Go Daddy’s bulk registration tool to see which ones are available to you. Get creative and tie your domain name into your campaign vision.
- When crafting your PURL message, don’t offer too many choices to the respondent. Give them one offer or one premium, not 10 different offers. When a respondent has to stop and think over an offer, they are more likely to click away and never respond.
- Keep the landing page clean, simple and relevant. Don’t crowd your message or add distractions. White space is your friend here, just as in a direct mail piece.
- Get them to the submit button as quickly and painlessly as possible. Only ask questions that are absolutely necessary; oftentimes you can get some of this information after they respond.
- If they are able, ask your PURL vendor to customize the thank you page and email follow up as well. Personalization goes a long way in increasing response and customer loyalty.
A PURL offers valuable information. You can track who visited their landing page and responded, who visited but didn’t choose to respond, and who didn’t visit at all. Each type offers unique insight to the effectiveness of your marketing, allowing you to tweak future communications to prospects and clients.
How do you see yourself using PURLs to enhance customer communications? We’d love to hear your feedback.