Double Data introduces technology to increase direct mail response rates
Posted: 05-21-2007 : WAKE FOREST, N.C.

WAKE FOREST, N.C. -- Double Data has added software that allows for the integration of the internet into a direct mail campaign. Personalized URL Marketing is the technique of adding a web address as one of the response options on a direct mail piece, which leads the prospect to a highly targeted VIP landing page. Research shows that direct mail which allows recipients to respond via an online resource (specifically a personalized landing page) increases response rates. According to a recent DMA study, one out of three direct mail recipients prefer to respond online. The goal is to drive each respondent to a Personalized URL (PURL), where you can secure more information and forge a one-to-one relationship. Double Data can now set up the landing pages, assign a personalized URL to each record and print the PURL onto mail pieces.

"Personalized URLs link the impact-power of direct mail with the interactive capabilities of the Internet. The result is the conversion of direct mail recipients into qualified, educated prospects and valued customers" said Kevin Austin President of Double Data.
What does this mean for the average business? The answer is simple. The use of personalized direct marketing means higher readership and response. Now we can drive the individual to the Internet to create an even more personal experience. Usable information can be collected and disseminated making marketing more effective. Today businesses are fighting for the attention of customers. We are all bombarded each day with TV, radio, print, web, direct mail, phone solicitations and spam. Customized direct mail that includes information specific to the recipient is more effective in attracting attention.

Until recently, the prospect of designing and producing a customized message for each recipient was time and cost prohibitive. But developments in key areas of the publishing market are converging to make personalized communications a reality. The ubiquity of databases, proliferation of dynamic authoring and publishing tools, and availability of versatile, high-quality digital output systems all combine to make personalized marketing more automated, economical, and accessible than ever. For more information regarding PURLs and personalized marketing, contact Olivia Austin at 919.855.9966 or oaustin@double-data.com. You can visit our website at www.double-data.com.