Page 33 - BOSS Today Issue 4

landing page. This would have a around those desired services. More benefits thereby enhancing return
personalised welcome message. “The third page would PURLs are just part of ROI on investment; and increase
“The second page is often a typically have details of the Software Distribution’s market reach, spending less
survey page of some description. recipient and ask them to cross-media marketing. and achieving more.
In essence, this will ask for confirm or add to those. And Together, they can increase “I think the PURL means that
some information and offer the last page would be a thank the profitability of direct marketing has got smarter,” said
some incentive to prospects to you message. Often, this can marketing; help companies Cox. “And since we all want to
encourage them to provide it. build upon the information develop a better profile of work smarter not harder, it must
The incentive could be free entry gathered from the survey page. their prospective and existing be worth checking it out!”
into a prize draw. Or it could be If it triggers a response, the customers by collecting
offering other services as well as thank you page can pick up on personal information; n FOR MORE INFORMATION,
the one that drew the prospect the trigger and direct the user help measure the success CONTACT TIM COX ON:
to the PURL in the first place, and straight to the relevant page of a of campaigns through 07971 201182 or EMAIL:
the incentive could be geared website, for instance. analysis and data gathering, tim.cox@roidistribution.com

June 2010 | BOSS TODAY 33