5 Tips to Improve Direct Marketing ROI
By
Joe Keenan
and Catalog Success
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Another option is through personalized Web sites (URLs) or PURLs. This medium offers a powerful method for capturing more responses and further qualifying the respondents automatically. Each mailer contains a URL that typically ends in “/yourname,” so when the respondent goes to the site they can receive a personalized experience. They can respond to questions about their interests and you capture this information in a database. Response and conversion rates both increase as a result, which can lead to increased ROI if these improvements exceed the extra costs involved in setting up the PURLs, the whitepaper says.
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Joe Keenan
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Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.
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Catalog Success
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