Don’t Ask A pURL How Much She Costs. Just Buy Dinner and See What Happens.

By | October 10, 2010

A lively discussion about personalized URLs (p-URLs) unfolded on LinkedIn’s Direct Mail group this week. Actually, pURLs surfaced in conjunction with a more general posting about cross-media. Things heated up when somebody asked how much other group members were charging clients “per pURL.”

Despite some feisty back and forth, the group generally agreed that — like the envelope, the digital printing, the mailing and postage, and the response vehicle – pURLS are most appropriately costed as part of an entire direct marketing campaign, rather than expensed “per pURL.” That makes a lot of sense. Exotic as they still seem to many direct marketers, pURLS really are “just another response vehicle” to be considered.

Is it  more important to know the “cost per pURL” than it is to know the cost per email response, or the cost per incoming phone order, or even the cost per business reply card?

This number won’t inform your campaign planning or give you any particular insight. If you want to find out whether pURLs can boost results, do a test! That way you’ll have some real information for your next campaign.

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3 thoughts on “Don’t Ask A pURL How Much She Costs. Just Buy Dinner and See What Happens.

  1. Heath

    Nancy,

    I’m glad you brought this point up because I think there has been clear communication about embracing the future as a company offering marketing services but very little around the business model(s).

    When is comes to print services, the model for produced goods is very straightforward and we all understand and agree on the general concepts.

    What about a real business model for QR codes, pURLs, etc?

    Heath

  2. Kel

    I always tell my sales staff … “We are not a jewelry store – we do not sell ‘pURLs’ ” … as a printer turned marketing services provider (quite successfully I might add) – my best advise is to lose the ref to pURL all together and position the management of a campaign from creative insight to measurement of response – don’t reduce yourself to the commodity of it all.

  3. Nancy Scott

    Heath… I think you’re saying it’s all well and good to reposition from a print services company to a marketing company, but that — as a vendor — you need to factor in all YOUR “costs” inherent to that re-positioning, including QR codes, pURLs, etc. Have I got that right? If so, I hope we hear from others with real world experience.

    Kel … I love your jewelry store reference. THAT focuses communications with customers where they belong.. on the customer’s bottom line.

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