After review of the first “E” Entice, we now need to look at the second “E” (Engage) of your Personalized URL campaign. The PURL website with pages that “ENGAGE” the customer or prospect. This is the way to build a meaningful relationship by placing their name and variable words or photos that are in the database.

Typically, the online experience begins with a Welcome page, followed by a Survey page, an Update profile page and finally, a Thank You page. I won’t dig deeper into the various features of these pages at this time but I do want to emphasize the importance of designing all the variable content (pictures and words) to keep your recipients motivated and engaged.

You want to make it feel like you are sitting across the table with them. Keep it simple and exciting so they will follow thru with complete confidence. If you make it a lengthy process you will lose them before they reach the Thank You page. We can help you with this process.

Earl

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