Including a personalized URL in your marketing mix not only adds a personalized element to your direct mail or email communication, but it also adds another communication point to start and continue to build a relationship with your customer.  In addition to building a strong relationship with your customer, pURLs also enable you to track and measure not only what content is being viewed, but also who is viewing what content — enabling you to build your database for future campaigns.

You can then use your database to personalize the landing page of your future pURL campaigns to the particular person who is viewing it. Once the potential customer visits a landing page, the website can then track their activities after that, and not only continue to discover the future needs of the particular individual, but also follow up with individualized information and, ultimately, make a sale.

Personalized URLs are also an easy way to collect additional consumer data through surveys on the individualized landing page.  Each survey should be only a few questions, because, as with most digital media, the person’s attention span only ranges from two to three minutes.  Many companies chose to offer a special discount or small token in return for taking the survey.

Using tools such as VDP, you’re able to create the unique pURL campaigns to not only collect more information about your customers, but also to use the information to follow up with more individualized information to ensure a customer or potential customer makes a purchase.

Timothy Freeman
President
Print & Graphic Communications Association