How Personalized URLs Improve Direct Mail Marketing Campaigns

Solomon Thimothy - August 11, 2010

One of the best ways to get the attention of current or prospective clients is by using Personalized URLs. Personalized URLs, or PURLs, allow companies to give out individual URLs that includes the recipient’s name. This will direct them to a landing page that is filled with information specific to that person. These personalized websites help boost response rates for direct mail marketing and email campaigns.

In an article from Graphic Arts magazine, two personalized URL campaigns are highlighted for their success. One was for the Zeiterion Theatre and the other for Taser International.

These direct mail pieces worked so well because with personalized URLs, the pieces were relevant to each receiver and caught their attention easily.

The article also breaks down the application of personalized URLs into six parts.

  1. Lead generation
  2. Direct sales/cross-sells and upsells
  3. Event registration
  4. Customer retention and loyalty
  5. Fundraising
  6. Information dissemination

In order to maximize your success with personalized URLs, you need to provide 1:1 (personalized) printing. The customization of your printing pieces will boost a higher response that generic information going out to all of your recipients. Also, be sure to test all of the information that you are sending out and change and refine your direct mail pieces for future campaigns. It takes time and work to create the direct mail piece that will work best for your specific target audience.

In the end, personalized URLs are an effective marketing tool that can help drive traffic when utilized properly. Read the full article on personalized URLs in Graphic Arts Magazine to find out more about how Personalized URLs worked for Zeiterion Theatre and Taser International.

In addition to direct mail marketing, OneIMS provides many other print marketing solutions and online marketing services. Contact us today at 1-888-ONE-IMS-1.

OneIMS is a Chicago Web Design Company as well as a technology-based marketing service provider. We specialize in integrated marketing solutions such as Search Engine Optimization, Pay-per-click advertisements and email marketing. We employ cross-media marketing solutions that are designed to deliver results. Some of those solutions are Variable Data Printing, Personalized URLs and custom Landing Pages and triggered emails.


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