Cross-Media Software firm Easypurl.com announces the winners of the company’s 2010 Golden PURL Awards. This annual award is given to Easypurl.com customers who run successful direct mail campaigns using Personalized URLs and Dynamic Landing Pages to capture Web responses. Notable award categories included ‘Highest Response Rate’ and ‘Best Visit-to-Response Rate.’
The Golden Purl for ‘Highest Response Rate’ was awarded to Westland Printers, of Laurel, Maryland, for the organization’s work with a major cable corporation. The innovative ‘Top Dog’ campaign’s direct mail piece asked customers to visit a PURL (Personalized URL) to give feedback in exchange for a free gift card or other prizes.
The program had such a high response rate – 43.5 percent – that the cable provider is planning to run it for the rest of 2011. “When you have a good offer, you get good results,” explained Paul Cady, Director of Digital Solutions at Westland Printers. “The flexibility and simplicity of Easypurl makes it easy to get a program [like this] out the gate,” Mr. Cady added.
The Golden Purl for ‘Best Visit-to-Response Rate’ was awarded to Visions Inc., a full-service marketing and printing provider based in Brooklyn Park, Minnesota, for a postcard campaign they ran on behalf of a major casino in the Southeast US. The campaign featured a postcard containing a PURL aimed to drive traffic to the casino during off-peak hours and to capture e-mail and phone numbers for future opt-in marketing initiatives.
The campaign resulted in the highest visit-to-response rate outcome of the year – a whopping 98.8 percent! In other words, nearly all of the recipients who visited their Personal websites provided their email and/or phone numbers to the casino. Overall, the campaign captured over 14,000 e-mail addresses and more than 11,800 phone numbers. According to David Hull, Vice President of Business Development at Visions Inc., the casino intends to remarket to these consumers using both e-mail and mobile tactics, as part of its overall marketing strategy.
“[Visions Inc.] needed a cost effective, easy-to-implement, cross-channel platform to supplement and enhance our existing direct marketing service offerings,” said Hull. “This is why we turned to Easypurl.”
“This award represents excellence in the cross-media marketing space,” explained Rio Longacre, Vice President of Sales & Marketing at Easypurl.com. “Congratulations to our customers for a job well done!”
Both Westland Printers and Visions Inc. were presented with plaques to acknowledge their accomplishment.