How well do you really know your targets?
In truth, probably not all that well. After all, if these people are just potential customers, you may not even have laid eyes on them yet. So you probably know them about as well as you know…say…your coworker’s mother-in-law, the lady who rented your apartment before you did, Justin Bieber, or someone else you’ve heard of but never actually met.
But to put together a great marketing campaign using VDP and PURLs, it’s essential to have specific details about the clients you’re looking to attract.
Luckily, you can fake it.
Big Brother Makes A List
When you buy mailing lists for your direct mail campaigns, you can get more than just names and addresses. There are lists available with more specific details about each person on the list. Do you need to know makes and models of their cars? Their shopping habits? Chances are, there’s a sneaky list maker on the prowl right now compiling the information you need. And through effective list buying, you can obtain this information easily and use it to improve the effectiveness of your campaign.
You’ve Got The Details…What Now?
After you’ve got a magic list with lots of specific details about your targets, there are lots of ways you can put this information to work. One way we recommend is putting together a marketing campaign involving VDP coupled with PURLs.
Picture this. Your target, who we’ll call Sammy, is sorting through his mail when he comes across a postcard that says “SAMMY. We Know How Much You Love Your Labradoodle. Our Pet Supply Store Has A Special Deal Just For You.” Sammy’s intrigued, not to mention happy and chill because he’s thinking about his beloved labradoodle.
As he continues reading the postcard, he discovers that it invites him to visit his own personal webpage – www.yourpetstorenamehere.com/SAMMY – where he can download coupons just for him. He’s intrigued. He’s never been invited to his own personal website for a pet store before. He hangs onto the card. He goes to the site. He takes a survey there that gives you even MORE information about him and his darling labradoodle. He gets his coupons, visits your store, and becomes a lifetime customer. And all thanks to a little V to the DP and a little P to the URLs.
Specific Details & VDP & PURLs Come Together to Rule the World
Or, at least to help you get the most bang for your buck when it comes to direct mail campaigns. Campaigns that use specific details about targets do really well, and campaigns that use VDP do really well, and campaigns that use PURLs do really well, so putting them all to work can get you the results you’re looking for.
And the best chance at turning your co-worker’s mother-in-law, the former renter of your apartment, and Justin Bieber from people you’ve heard of into your clients.
