I am looking for some case studies or statistics that talk about increased response rates using PURLs. What type of response rates have you experienced when using PURLs? Or do you know of a source where I can find those stats? I have tried [industry vendors] and most other reputable sites without any luck. They talk about how it works, but not much in the way of numbers.
This request came from one of the industry ListServes. When was this request written? Last month? Last week? This morning?
The the other day, my seven-year-old spilled water on the keyboard of my MacBook. Although she sopped the water up up quickly, the keyboard did not survive. That put me back on my old MacBook from, well, the turn of the century (I’m not completely kidding about that.)
After being pleased that it fired right up, I began poking around some of the old files still on the hard drive. One of the files is a column I wrote for a publication (no longer in print) for nearly a decade. The quote above came from one of the oldest folders still on the drive – 2007.
Just in case you missed it, yes, the quote at the top of this post was written in March 2007.
Reading it gave me quite a jolt because I still read requests like this on ListServes and social media forums like LinkedIn. Haven’t we learned anything since 2007?
The answer then, as it is now, is that there are no meaningful statistics on the lift provided by PURLs or any other element of a marketing campaign. This is because the lift will depend on all of the other aspects of the campaign, such as the list, the creative, the offer, and many other factors. The PURL, QR code, or other element of the campaign is just a response mechanism like an 800 number, tear-out form, or web address. It’s all but meaningless by itself.
That question concerned me back in 2007 because, as budding marketing service providers, the participants on this ListServe should have known the answer to this question. That’s what being a marketing services provider is (although they were calling themselves “one-stop shops” back then) about. That so many in the industry are still asking the exact same question today is unnerving.
Haven’t we learned anything?