Imagine someone in your community checking their mailbox. Rather than a flier about saving 15 percent on their auto insurance, they see a postcard presenting a message about protection with something they've probably never seen before–an invitation to visit a Web page with their name on it.

Let's say that the postcard Joe Smith is holding entices him to visit www.JoeSmith.PerfectInsuranceAgency.com. Once online, Joe is greeted by name and introduced to your agency's unique marketing message. Joe is then encouraged to complete a short online survey, providing your agency with information about his insurance wants and needs. All the info collected is immediately available to your agency.
Sound amazing? Welcome to the world of 21st century direct mail marketing. It's called personalized URLs (PURLs), and it might just be the competitive edge your agency has been looking for.
PURLs represent marketing at its best. By combining technology solutions with tried-and-true direct mail strategies, you maximize every marketing dollar. The personalized mailing piece captures Joe's attention, and then drives him to a personalized Web page, where a richer, more complete story about your agency can be told.
One recent study shows that nearly 33 percent of direct mail recipients prefer to respond online. Another study conducted by the Direct Marketing Association revealed that 43 percent of those surveyed prefer an online response to direct mail. Whether the individual is part of the Gen Y crowd or a charter member of the Boomer generation, responding online can simply be more convenient and rewarding than filling out a generic business reply card and remembering to drop it in the mail.
In other words, we may be reaching the point where every direct mail campaign should (maybe even must) include an effective online response option. A quick Google search will present numerous vendors that are getting on the PURL bandwagon. Personal URL (http://personalurl.l2soft.com) gives an excellent overview of how a PURL campaign works. The personalized home page generally includes a survey page, a main information page and a thank-you page. Because visitors announce their presence by choosing to sign in, information on the visitor's movements while on the site is collected, enabling you to track his or her interests and preferences.
It's all about the experience
The important word here is “experience.” The traditional American preference for choice has gone into overdrive. Members of every generation are seizing the opportunity to put a picture of their pet on their credit card, customize the look of their home page and choose what information they want to see when they surf the Web. Customer “experience” is becoming a key business trend that offers every agency a strong competitive edge against those firms still insisting on doing business the “same old way.”
From a psychological perspective, PURLs offer the opportunity to capitalize on something valuable to almost everyone–hearing our name. Placing a person's name next to your agency's URL lays the foundation for a trust-based connection. If it's important enough for your agency to make the effort to develop a personalized Web link, then it's reasonable to think you will also be the type of trusted advisor potential clients want to help protect their lifestyle.
In this way, “high-tech” and “high-touch” join together to deliver a personal message about how your agency is committed to protecting their stuff. The one-on-one feel of personalized URLs effectively offers each recipient:
o A “private” introduction to your staff and your protection message.
o Control over their experience. They can choose what, and how much, they learn about your agency.
o A personal touch, rather than the cold shoulder of traditional one-size-fits-all mass marketing.
For the agency, PURLs have the potential to:
1. Increase direct mail response rates.
2. Improve the ability to track and fine-tune future campaigns.
3. Reduce the acquisition cost for new leads.
4. Increase sales activity and revenue.
An agency I visited with recently is planning a unique PURL campaign that features a photo of a leaning mailbox in front of a run-down house. The theme of the postcard is “protection.” To drive the point home, the recipient's name is on the mailbox.
Conclusion If you use the same words and talk about the same products as your competition, you have no competitive edge. Or let's just say it plain: You Are Boring. You Are the Same. You Are One of Many. You Have Nothing New to Offer.
Bestselling author Seth Godin penned a book about this subject, titled “The Purple Cow.” No matter how attractive a brown cow might be, it's common and expected. But a purple cow? Now that would be interesting.
Fundamentals like “customer service” and “price” are no longer enough. Soft markets demand more than coasting on yesterday's success. PURLs just might be the kind of purple-cow idea you've been looking for.
Author and consultant Tom Baker can be reached at questions@advancedautomationinc.com.

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