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Personal URL Campaigns
UniPURL™ is our proprietary software for creating and managing PURL (Personal URL) campaigns. A
UniPURL™ campaign is a multi-touch campaign that takes your direct marketing to
the next level.
UniPURL™ automatically generates personal websites for your prospects. Each
website is customized for that customer and also allows you to gather
information about that individual prospect's desires and purchase drivers. This
allows you to create 1-to-1 marketing pieces based on the prospect's real
thoughts...not just their demographic information.
How's a UniPURL™ campaign work?
Step One: The initial step is to get the PURL (Personal URL) in the hands of your prospects
and give them an incentive to visit and give you some information. This is
typically done in the form of a direct mail postcard or blast email. The
incentive can be an invitation to an event, a white paper, a contest or
promotional item (such as a coffee mug!)
Step Two: The prospect visits their PURL. At the PURL, you will give them
some information about your product and have them fill out a short survey. This
survey gathers information on the buyer's interests, desires and
drivers...information far beyond any mailing list.
Step Three: Use the information the prospect has provided to create a
follow-up marketing piece (e.g. email or brochure) which is sent to the
customer. You can follow-up with a sales call, further information or another
incentive to visit their PURL...and start the process over again.
- According to the Direct
Marketing Association, 33% of direct mail recipients prefer to respond online.
- PURLs give them a simple
way to go online...and provides you with reporting information and a way to gain
more information about the prospect.
- Typical mass marketing campaigns may realize a
1-2% response rate. Research is showing one-to-one marketing campaigns are
showing 5-6% response rate. That greatly improves Return on Investment (ROI) for
these campaigns.
Unique Destinations is an example of a basic UniPURL project specification.
Unique Destinations
Specification Document
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