Measure Your Marketing in Real Time

May 28, 2008


Measure Your Marketing in Real Time

Landing pages aren’t just for online advertising anymore. By integrating a personalized landing page (aka PURL) into your next campaign you can quickly measure the response and even test different offers, creative strategies, media placements, or campaign timing.

All without requiring your IT department to do anything… they’ll like that.

When you use a landing page as the response mechanism for a direct mail or email campaign the recipient’s name is actually part of the URL. This piques their curiosity and helps motivate them to visit the landing page.

This type of landing page is referred to as a PURL since both the copy and graphics can be personalized to target the individual. This can be as simple as a personalized greeting or as complex as a totally personalized page with the imagery, copy, and offer being targeted based on data about the recipient.

For media with a broader reach like TV, radio, and print; a more generic landing page called a GURL is used. These more generic landing pages are a great way to measure the response between different media while still funneling responses into one database.

PURL landing pages can help you increase direct marketing response rates, increase conversion rates, provide your boss with quantitative campaign reports, and build an intelligent marketing database. We can help you get started.

Alex Daniels         Lora Williams

Click here to see our Hootie’s Vacation Club PURL demo.