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Guest post by: Karen Scharf Become an Author

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Personalized URL (pURL) Marketing seems to have taken internet marketing to a higher level and made direct mail marketing much more effective. But how does pURL marketing work and what makes it more useful than traditional marketing? Traditional direct marketing does not have the feedback mechanism that pURL marketing has. Once your direct mail piece has been sent, you really have no way of knowing what the prospect's reactions were, unless she calls you to place an order. Did she open the envelope? Did she show any interest? Would she like more information without having to speak to a live representative?

Of course, you can always include a website URL in your direct marketing campaign and hope the prospect visits your website for more information. But if 137 prospects visit your site, will you know who they were? You'll have no way of knowing exactly which of your prospects were interested and exactly where you should place your follow up efforts.

The truth is, with traditional direct mail marketing, there is no feasible way of tracking your response rates. And that's where pURL marketing comes in.

A pURL is a personalized microsite, or a personalized landing page, that's included in your initial direct mail message (or email message). The web address contains the name of your prospect,and the web page or microsite is completely personalized for that individual prospect. The headline can contain John Doe's name, the website sales letter can start off with "Dear John" the web page can reference John's city, or John's occupation, or marital status, etc. Any information you have available on John can be incorporated into his pURL, making a truly unique and personalized marketing experience.

But the absolute best advantage of pURL marketing is that it is completely trackable. Once your prospect visits his pURL, we'll be able to tell you exactly who has shown interest, how long he has stayed at his microsite, what web pages he has visited, and how he has come back.

You'll know exactly who you should spend time following up with, and who might need a little extra nudge.

And because pURL marketing is so effective, you can save tons on your current direct mail campaigns. Rather than spending a fortune to design, copywrite, print and mail a 5-page generic direct mail campaign, you can send your prospects a simple postcard that points them to their pURLs - which will present all the information you would have presented in your 5-page campaign, only this time it will be completely customized and personalized. And trackable!

Despite their extreme effectiveness, pURL campaigns don't have to be expensive. In fact, full-service pURL marketing campaigns are available from dot COMplete pURL for less than you are probably spending on your typical direct mail campaign. So get started with your own pURL Marketing campaign today.

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