Ballantine Introduces New Integrated Direct Marketing Service
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For instance, a cruise line wants to announce a special spring package to previous passengers. Rather than choosing between sending out a direct mail piece or sending out an e-mail blast, the cruise line can do both in one campaign with the enhancement of a PURL.
PURLs are included in the direct mail piece and e-mail to drive the customer to a personalized Web page. It can even process credit card orders if needed. These PURLs are customized to gather responses and full reporting is provided for the PURL, the e-mail and the delivery of the direct mail piece. An appropriate follow-up strategy can then be developed.
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