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Your Challenge:  How do you break through the clutter of emails and direct mail and Websites and deliver a compelling message to potential advocates?  How do you get them to take an action, besides hitting the “delete” key?

Direct marketers know that personalization is the antidote to keeping mail and email recipients from glazing over – but few in the advocacy space have caught on. Whether you want to boost your GOTV effort or get people to write elected officials on your bill, increasing personalization in your mail, email, and Web experience is the key to increasing your response rates – and your activist conversions.  PURLS are a device for personalizing a Web experience that can increase your direct mail and online response rates by as much as 3 times your current results.  PURLs, or personalized URLs, are database-driven Web pages that are designed specifically for an individual, down to the Website name.  

Rather than create 300,000 Websites for individual organization members, an expensive and tedious undertaking, imagine the Wisdom of PURLs: the ability to match a Web template with a back-end database to create a personalized Website on the fly for every organization member who visits.  For example, a PURL might be PamFielding.PowerofPURLS.org.  At the moment that I enter my Website address into my browser, the Web page template is merged with the information from my database record – creating a personalized online experience for me. This Webpage can contain very specific information about the site visitor, such as my name, details honed from my street address (such as the name of my local school or elected officials), photos that relate to who I am (a woman’s photo for women in the database, a man’s photo for a man), and so on.

Instead of sending dreary direct mail and email, consider using the same resources (for nearly the identical price) to send personalized mail, personalized email, and PURLs. They let you to make an immediate, personal first impression on the recipient – by demonstrating that the mail or email is about ME.

720 clients are now experiencing the Wisdom of PURLs.  You can too.

THE OPPORTUNITY:  Join us for a Webinar about the Wisdom of PURLs on March 6, at 2 pm.

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