Brand Your Direct Mail
Building a brand is about creating an emotional connection between the consumer and a product. The more personal the connection then the stronger the bond will be.
Direct mail was a successful tool for years because it was personal. By sending personalized mail to someone’s home or office, companies were able to make a connection and sell products. The content and design of the mailer could be customized based on what you know about the recipient. Yet, in the past decade or so there have been so many other ways for companies to create personal connections that Direct Mail has lost effectiveness. And, with more direct mail being sent, the clutter in your mailbox is tempting to throw away without even a review.
But now, Direct Mail has new life with the inclusion of a personalized URL (PURL). A PURL is when the recipient’s name is a part of the web address. For example: www.johnsmith.therussogroup.com.
Utilizing a PURL has multiple benefits:
- Increase response rates
- Customize multiple interactive efforts
- Gain valuable information from consumers
- Increase conversion rates
- Develop qualified, real-time leads
- Track and measure campaign responses
PURLs can be utilized for your current consumer database to increase sales from customers you already have. For example, if you are an insurance company that provides home, auto and life, you can identify which of your customers do not currently have policies for all three. Mailers would be created that are customized to each scenario, i.e. John Smith has auto but not home or life, and the mailer would then drive John to his personal website where he would see coordinating content from the mailer and be able to get more information on the other policies.
With an average response rate of 1.5% on traditional direct mail compared to 16% with the addition of a PURL, it seems pretty obvious that PURL is the way to go. You can download an ebook about collateral materials with some information about how you can use PURLs to grow your brand.