Two Steps to Discovering the Value of pURLs
The following is an excerpt from DirectMarketingIQ’s new report “PURLs for Profit: Your everything-you-need-to-know guide to personalized URLs, including: Best Practices on why they work, campaign strategy, multichannel creative, analytics, and 10 Case Studies.”
Step 1. Focus on analytics.
Many services are springing up that offer marketers the ability to customize URLs for prospects and customers, but be sure the back-end analytics are also state of the art. For personalized URLs (pURLS) to work, there must be a feedback loop between driving transactions and improving data, and they must be leveraged intelligently with your goals and metrics in mind.
In other words, tracking is a big deal. “It’s one of the main reasons you’d use a pURL,” says Crystal Uppercue, marketing manager at Rockville, MD-based direct marketing services provider EU Services. “It allows you to collect data in real time and respond with additional messages or push the data out to others in your company for follow-up.”
“The ability to track is far greater than just identifying a level of response, but allows you to break down customer behavior and trends,” says Shawn Burst, founder of Dukky, a custom landing page and analytics software platform based in New Orleans. “You can see and monitor who responds, shares, carries influence, redeems, etc.”
This gives companies the ability to tier their customers based on their activity and interaction with the campaign and brand, then market to those consumers based on their level of interaction.
“This takes the expected end results of a campaign to a completely new level by being able to understand customers and use the interaction with them to market to the individual, group and masses appropriately,” continues Burst.
Burst says the main obstacle the company sees is when clients express a fear because of the viral nature of campaigns. “There is sometimes a hesitation because of the unknown element of the quantity of response/sharing activity/redemption. Although these concerns are valid, we always remind our clients the goal of marketing in any campaign is to engage with consumers.”