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Sending out a Personalized Campaign? – Some Pre Prep Points

PURL’s or Personalized URL’s are very popular in the marketing scene. It’s a great way to grab an individual’s attention and to track results of a marketing campaign.

But, there are a few things to remember when working with a design that will be incorporating a Personalization or a Personalized URL. Here are a few different points to keep in mind before you execute your next personalized campaign.

Point One: Real Estate
When incorporating a Personalized URL into your design, make sure it’s legible and prominent!

Direct mailers have come my way and have had my personalized URL within a paragraph of text – bad choice.

When someone is receiving their mail, you have to remember that your mailer is almost never going to be the only piece of paper in their hands. Bills, Ads, Newspapers — people still receive a lot mail. Each piece of mail gets about a 1 second glance before its fate is chosen – desk or trash.

Let your PURL stand out! Give it “prime” real estate, and you’ll increase the chances that people will take action on it.

Point Two: Hello Self!

Always add yourself on your PURL campaigns for a few reasons. This is commonly known as adding a “seed” record.

· It’s a good way to judge how long it took for others to receive their postcard/PURL in the mail.

· It’s an easy way to show off your marketing handiwork to others

Point Three: Dear Mihcelle,

Remember that this is a Personalized Campaign - There’s nothing personal about a misspelled name. If someone’s name is butchered, there’s a very small chance of them ever actually visiting their page. So check and recheck your list before that final launch.

Point Four: The Fundamentals
Always remember – keep in mind marketing fundamentals. If you forget those, a personalized URL is not going to save the response rate of your campaign. You still must ensure that you have a great list, a strong offer, and catchy creative.