FORGET DIAMONDS…GO WITH PURLS!
If you have not yet used personalized URLs to boost response rates and survey your customers, what is stopping you? Is it because you don’t have a database to deploy the campaign? If so, you might have a misconception about the way personalized URLs work.
While there are some campaigns that use detailed customer and prospect databases to create very sophisticated, highly personalized mini-sites, these are the exception. Most personalized URL campaigns are used for lead generation and can start with a simple mailing list, whether in-house or rented. The purpose is to use those initial contacts to develop a more sophisticated database for later.
Personalized URL campaigns really shine as a data-gathering technique. Success is all about how you use that all-important survey page. You might survey respondents about pain points in their business, their preferences in electronic gadgets, or their political opinions. The goal is to gather whatever information will best suit your larger campaign goals.
One marketer, for example, experienced a 74% sales conversion rate following its personalized URL campaign because it used the personalized URLs to survey its prospects on their pain points before making personal contact. This put its salespeople in a position to suggest the appropriate programs right away—during the initial meeting—making those contacts highly effective.
So don’t allow lack of databases to be a barrier to implementing personalized URL applications. Instead, look at these campaigns as tools that allow you to gather information to increase the effectiveness of your sales follow-ups or to improve your targeting the next time around.