Spot warm prospects
When you invite prospects and customers to visit your website do you know who responded? More than likely you’ll know how many of them hit a web page, and you’ll know the few who converted when they bothered to give you their details – say 20% of visitors for a well designed website. But what about the remaining 80% who got to your web page but didn’t convert at the time? They must have a level of interest in your proposition. Everyone’s busy, they don’t make the effort to key in a web address from a piece of DM, or even click on an email link unless they perceive there’s something in it for them.

Nurture them
If you were given the contact details of these ‘warm’ prospects do you think you could convert more of them with a phone call or a re-solicitation email or letter? You’d only need to convert 25% of these and you’ve doubled your ROI on the campaign. Moreover, because you’ve got a small pool of interested prospects to harvest, your follow-up costs are minimised.

Talk to them individually
That’s precisely what personal URLs (PURLs) enable you to do. Rather than use one generic web address (URL) for response, everyone gets their own personal one. If they visit it, you know they did and you know what they looked at. It’s like seeing their footprints in the snow.