3 E’s = Entice, Engage and Empower

Upon being adequately armed with good intelligence, I can define what I call the 3 E’s. “Entice”, “Engage” and “Empower”. First you want to ENTICE your prospect.

Most PURL campaigns begins with a simple, personalized mailing piece designed to entice the recipients with timely and relevant messaging. The operative word here is “simple”. Just create a billboard to entice the prospect to their Personalized URL (website home page). Remember, the reason PURL works so well is because you can extend the life of the campaign online – where you have more opportunities to embellish your message, elaborate on details and personally interact with them. All your mailing piece needs to accomplish is to peak the recipient’s curiosity and get them to their personalized URL (Welcome page).

Next time I will help you to understand how to ENGAGE your prospect.

Earl