When you use a personalized URL, it seems to the recipient as if you created a special webpage just for them. Jerry Liska will receive one that asks him to check out. So Mary Thomas will receive a mailer that directs her to visit. Every recipient will receive a different pURL printed on the mailpiece that you deliver. The pURL adds a personalized element to your mailer. (you can randomize numbers or letters for each recipient).The pURL that you send to Jen Johnson might look like: For example, Postalytics might have a vanity domain setup for “”. The unique web address loads the specified landing page that you would like your prospects and customers to engage with.įor some technical reasons, typically pURLs are setup on a “vanity domain” that is either closely related to the primary brand domain or related to the promotion in the campaign creative. What is a Personalized URL?Ī pURL is an acronym for a “personalized URL,” or “personalized uniform resource locator” if we really want to be technical about it.Ī pURL is a unique web address that is created and delivered to a specific target for a campaign. In this article, we’ll break down exactly what they are, how they are used, and why they are so important for any modern direct mail campaign. (No envelope-opening required.)Įxplore this new resource and see first-hand how much these tools come in handy! We hope these new templates spark some new ideas for your next direct mail campaign.If you’ve been looking into automated direct mail, there is a good chance that you’ve encountered mentions of pURLS previously. With postcards, prospects get instant gratification with one quick glance.

A “FREE GIFT INSIDE!” teaser won’t hurt, either.Īccording to HubSpot, “Oversized envelopes have the highest response rate (5%), followed by postcards (4.25%), dimensional mail, or anything more than 0.75 inches thick (4%) and catalogs (3.9%).” Plus, dimensional mail increases response rates. There’s no better way to directly put the product you’re selling right into the hands of prospects. Otherwise, why should they care? (Also: See #3.) When your target audience sees a photo, you want them to feel something. A sense of urgency will help spark people to respond. When you make the messaging engaging-with a very specific call to action-people will be more likely to read it. Create strong headlines and compelling copy (For example, consumers respond better to offers that state how much they’ll spend rather than a percentage off.)ĥ. It should be simple and easy-to-understand. If you’re promoting an offer, make sure it’s not too multi-layered.

They want to know, “What’s in it for me?” People will buy on emotion and justify the purchase with facts. In the marketing world, the expression, “Sell the sizzle, not the steak” refers to selling benefits rather than features, or selling people what they want rather than what they need. You only have a few seconds to capture your audience’s attention: respect their time and use those seconds wisely. The copy should be on-point, concise, and explanatory. There should be no question as to what your objective is. Will your mailing blend in once it’s delivered to your recipient’s mailbox? To stand out, choose a unique size, color, or shape.Ģ. Try one of these nine ideas to give your direct mail program the lift it needs. Whether launching a new campaign or trying to beat the control, direct marketers are always looking for fresh ways to increase response rates.

Direct mail response rates 2020