On Tuesday, I wrote a post about the changes in perception and expectations regarding personalized URLs. I’ve gotten some great feedback, including a comment I’d like to share here.
Many see anything interactive like a PURL as being a trip to nowhere except a hundred more emails a month, and more telemarketing calls. It takes time to separate the legitimate benefit from previous pratfalls.
I totally agree with this. In fact, it’s why I have listed as one of the best practices for personalized URLs as using an in-house list rather than a prospecting list. In-house lists naturally come with a higher level of trust.
An exception would be prospecting lists in which respondents want ongoing contact from the marketer. A classic example comes from the Zeiterion Theater (whose case study can be found in PODI’s case study archive). It created a profile of the ideal patron, then sent a prospecting campaign to the desired demographic and invited them to log into a personalized URL for a chance to win free theater tickets. Even if respondents didn’t win, they responded because they were interested in theater and were most likely wanting and expecting additional and ongoing contact.
But the issue of not responding because of concern about unsolicited telemarketing calls is a very legitimate one and one of the reasons that in-house lists can be a more effective channel.
What’s your experience? Do you encourage clients to use in-house lists? Or do you use personalized URLs for prospecting? If so, how do you get around this perception?