At JR Direct we have continued to fine tune and improve our Lead Generation tools for our clients. This includes our personalized direct mail letters, dedicated PURL system and proprietary LeadAlert™ reporting system.
In part 2 of this two-part series, we’ll end with a couple more handy tips to make your PURL campaign as successful as possible. See part 1 for our earlier tips.
- Follow Up
Follow up on your customers’ responses in a timely manner. Our LeadAlert™ system and online tracking tools will allow you to track and follow up on the customers that have taken any action. You will see who landed on the PURL site, who viewed the survey, who completed the survey, and who continued on to your company website (if you provided a link on the Thank You page). A follow-up by your sales force to the customer who visited the PURL but didn’t complete the survey may still result in a sale.
- Measuring Success
With a PURL, all the online activities are captured. You will be able to see your response rate for each step, perform statistical analysis of survey results, and measure your return on investment (when combined with sales figures). You will have the information you need to gauge how the campaign performed, and you will be able to determine if there are any areas that need to be improved. Example: if only 50% of the customers who viewed the survey actually completed it, then your survey may be too long or intimidating.