Over the last few weeks, I’ve been encouraging marketers (and printers to encourage their clients) to respond to a survey asking why they may not have used personalized URLs. I wanted to get to 100 responses before releasing the results, but I haven’t been able to generate the responses I’d hoped.
What follows are the results to date — 34 responses. The survey is still open. If you are a marketer and have not yet completed the survey, please do so. If you are a printer, please encourage any clients who have not yet used personalized URLs to take the survey. If the results are significantly different in a week or so, I’ll repost the results.
Here are the results as of January 26, unembellished:
Don’t fully understand the benefits. 24.20%
We do understand the benefits, but don’t think they outweigh the costs. 24.20%
We don’t have the databases necessary to deploy the campaign. 21.20%
Concerned about conflicts between all of the teams involved, such as marketing, creative, production, and IT. 3.00%
PURL campaigns are too difficult / time-consuming to set up. 18.20%
Concern about technical snafus. 12.10%
Don’t know how to design the creative. 3.00%
Too expensive / costly to test. 6.10%
We are concerned that they will negatively impact our campaign response rates. 0.00%
We just haven’t found the right service provider. 3.00%
No budget for it. 9.10%
We intend to do so, but just haven’t gotten around to it yet. 21.20%
Just too lazy. 6.10%
“Other” was the largest category, and it’s very interesting to see the wide variety of responses provided here. One response is from a vendor, not a marketer, and was not included:
There are cheaper/easier options which provide much better data/conversion.
Long development time and extensive use of resources to produce and follow on completion
Consumers want an organization to know them, not to ask them to go to a website and tell them who they are and what they like. When was the last time the average person used a PURL?
Just haven’t really considered it, would like more information.
Don’t know the costs.
You need to start with a marketing-friendly e-commerce site that was set up to begin with to capture useful information.
If extremely poor choices were made when the site was set up, it becomes too prohibitive to go back and start from scratch.
There are a lot of misconceptions here, so it will be interesting to see the comments these will provoke.
In the meantime, if you are among those looking for more information on personalized URLs, you may want to consider “Personalized URLs: Beyond the Hype,” a marketer’s primer & printer’s training tool from Digital Printing Reports.
The survey is still open. If you have not yet taken the survey (marketers only) or if you’d still like to encourage your customers to take the survey (printers, marketing firms), please do! If there are significant changes to the data, I’ll repost.