PURLs and QR Codes : : Uniquely Personal Marketing Tools
Some combinations just naturally go together: chocolate and peanut butter, Sonny and Cher, print and online. Both are great on their own, but when combined with their counterpart, you get even better results. That’s what happens when direct marketing and PURLs or QR codes are combined.
So Just What is a PURL?
PURLs, or personalized URLs, are unique and personalized web addresses that are created for each recipient of your direct mail or email marketing campaign. PURLs take your customer or prospect to a landing page designed just for them, featuring personalized content driven by your data. And, PURLs have the added benefit of an easy to remember URL – typically your customer’s name!
PURLs are a valuable marketing tool to incorporate because they:
- Provide real-time analytics
- Help fostering one-on-one conversations
- Provide measurable lift on response rates
What is a QR Code?
Increasingly common with the popularity of smart phones, a QR code is a two-dimensional barcode that can be read with a smart phone’s camera. A QR code contains significantly more information than a standard barcode, and when scanned, can trigger an online action like taking the recipient to a website, opening a map location or downloading an app.
Like PURLs, an individual QR code can easily be created for every recipient of your direct mail or email campaign, allowing you to create highly personalized, interactive content and achieve real-time analytics. And also like PURLs, QR codes naturally integrate with other marketing tools to lift response rates.