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Enter The Purly Gates

Use Direct Mail - Reach Web Savvy CustomersPurls, landing pages, QR codes… have you entered the realm of science fiction? If you have ever thought about multi-touch marketing and growing your business, it’s time to step inside the ROI (return on investment) zone.

Toys to Avoid Noise

Smartphones, handheld devices, library books (OK, we threw in that last one to see if you were paying attention), in today’s frenzied non-stop world, people have myriad options to choose the content they want to consume.  As a result, most folks block out advertising & marketing messages pretty easily; usually with the touch of a button.

How do you reach folks with their heads in the iCloud’s?

Direct Mail Marketing, of course!  It’s time take a closer look at the direct mail piece with a modern twist. What if you received an eye-popping direct mail piece relevant to your interests, business needs and an exciting call-to-action?

Let’s take this a step further.

What if this beautifully designed marketing piece was customized with a personalized url (PURL) that included your name?  For example, trackmymarketing.johnorjaneqpublic.com.

Chances are you would notice, open a web browser and visit your PURL (Look at that; it’s all about you!)

Depending on your industry target, direct mail marketing that incorporates a PURL can potentially generate response rates from 13.88% to 29.8%!

Compare this to an industry average of 1.3% (traditional direct mail minus a PURL.) 

Personalizing the messaging for a prospect (or current customer!) is almost guaranteed to trigger more than a quick glance of your marketing collateral.

Once online, here are just some ideas to engage them:

  • Ask them to take a survey about a new product you are offering
  • Create a link to an exclusive video about your company
  • Request they join your email list in exchange for an exclusive industry report (that you developed.)

    Don’t forget to track engagement!     

Have some fun and ask yourself a few of questions:

  • Have you ever personalized a marketing message?
  • When was the last time you engaged your prospect with a valuable call-to-action?
  • If you have used traditional direct mailers (with traditional results), what are you losing by trying an out-of-the-box campaign?

Cross-media, multi-touch marketing; no matter the buzzword, engaging your prospect with personalized messaging essentially guarantees an increased response rate.

We’d love to hear about your experiences with cross media. Have you tried a campaign in the past? Tell us about it in the comments section below.

Jon Davis

Jon Davis is Cushing’s Marketing Manager. From blogging to online communications, Jon writes about client developments, environmental branding, and much more. Connect with him on LinkedIn.

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