It has been interesting to watch the ongoing discussions about the use of personalized urls (pURLs) and how many say that the usage of them will increase your response rates by double digits. I DON’T believe that. So there, I’ve said it. Doesn’t make me a bad person, does it?
What REALLY causes double digit response rates are strong messaging, great execution, and a well defined target market. The pURLs are only the enabler for the response from the initial outbound effort, whether it is using email or variable data print (VDP). The added value of the pURL is that it provides for the “real time” feedback on how the campaign is progressing, what the reaction is of the responder, and when you combine it with a response outbound such as email, it is a powerful tool for marketer to use to satisfy their customers’ goals for the campaign.
A cross-media campaign that includes print, email, pURLs, and social media can be a VERY powerful campaign…PROVIDED the messaging, execution, and market segment definition is well defined. Most people forget that it is NOT the media that makes the message, but it is the message that makes the success! Don’t be one of those who forget this.
By remembering these fundamentals, you can develop strategies and cross-media campaigns that can succeed beyond your wildest expectations.
Best of Days to You,
Audrey Ferrante