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.