Personalize Your Marketing Message with VDP and PURL

Personalize your direct mail with variable data printing (vdp) and a personalized URL (purl) to stand-out from junk mail clutter and gather valuable information about your prospects at the same time.

Variable data printing allows you the ability to incorporate your prospect’s name as part of the design. Whether it be a simple font treatment or an elaborate design using images, variable data printing creates a personalized marketing message unique to each recipient.

Example courtesy of Drive Marketing

The message can also be personalized like the example from greenerprinter.com for Dirito Brothers Volkswagon Buyback Days promotion that not only customizes the direct mail with the customer’s name, but also their car year, make, and model, including an image of the vehicle.

Personalized URL (PURL)
The addition of a personalized URL to a variable data direct mail piece (like the example below from MindFire, Inc.) can link your prospect to a unique landing page containing information geared toward their specific needs. The landing page can also provide them with additional information based on their response to an online questionnaire. This in turn will provide you with valuable information about their needs, time line for buying decisions, and the effectiveness of the direct mail piece.

Direct mail piece with personalized URL

Landing page and online questionnaire

As long as the data used to generate the VDP and PURL is accurate and the marketing message is targeted to their needs, variable data printing and a personalized URL can be an effective method of communicating with your sales prospects and gathering additional data about their buying needs. The Salesforce Sales Cloud product is an excellent tool to gather and manage the data from the personalized URL landing page and track future communication with your prospect.