The November 2010 issue of our ‘Sample of the Month’ case study features our client New Hope Natural Media and their successful test of a personalized URL to generate registrations for their 2010 Natural Products Expo East tradeshow.

 Click Here for a PURL Screenshot.

Test Details

The goal of this PURL test was to generate free registrations for the 2010 Natural Products Expo East tradeshow. The quantity of the mailing was 10,500 postcards and the mail file consisted of the types of buyers New Hope’s exhibitors wanted to see walking the exhibit hall floor. The buyers were also from states closest to the event, and therefore the most likely to be able to make a last-minute decision to attend.

The mail file was broken down as such:

• 7,000 had attended either the 2008 or 2009 tradeshow and New Hope was trying to get them to attend the 2010 event.
• 3,500 were already registered for the 2010 event and New Hope wanted to remind them to attend.

PURL Landing Page

The landing page may look simple because there are no fancy graphics and no pre-populated response form, but that was definitely not the case.

• The images were variable
• The hyperlinks were variable
• Blocks of copy were variable
• The call-to-action links were variable
• 5,184 possible combinations (not including the name personalization of course)

Test Results

Although this is a new marketing medium for New Hope and they don’t have anything to benchmark the results against, they were very happy with the outcome. Overall, a total of 362 people visited their PURL which is a 3.4% visit rate.

Furthermore, New Hope was able to track the 7,000 person segment in more detail because they were not previously registered for the event. They registered as a result of the PURL mailing and used a special tracking code. Out of the 7,000 people, 292 registered which is an impressive 4.2% response rate.

Final Thoughts

Aside from being a high response rate for direct mail, this campaign showed that if people were invested enough to visit their PURL, they were extremely likely to actually complete the registration process.

Get a Quote

If you’re interested in a PURL campaign for your marketing efforts, please contact Ryan Cote for a quote.