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If you feel like the world of direct response has entered an alternative universe of powerful technologies with funny names like pURLS and QR Codes, you are not alone.

Navigating this universe can be challenging. We should not be swayed by the fact that personalized URLs (pURLS) and QR (quick response) Codes are becoming increasingly more common. As marketers it is our job to use these new technologies in the best interest of our customers.

Before selling pURLS and QR Codes, you should examine the reasons why your client should use them in the first place.

pURLS were developed to provide alternatives to traditional response mechanisms like return mail, phone calls, and e-mails. An on-line response mechanism such as a pURL pointed at a landing page can increase response rates, but not always.

A successful pURL response mechanism will depend largely on the target audience (age, gender, etc.), the offer, and the call to action.

Sometimes a respondent would rather fill out a form and place it in a postage paid return reply envelope than to reply online. Others might prefer to pick up the phone and speak to a person even after researching the offering company online. Some will of course want to respond to an offer on-line.

QR codes can be used in the same manner as pURLS, but they also have applications beyond direct response. QR codes used for mobile response can be used with pURLS to provide two ways to respond in the same marketing piece.

We have just recently seen proof that certain age and technology disposed prospects will respond to a QR code even when a pURL is present just to be able to use their newest smart phone gadget.

Bottom line: give prospects more than one way to respond to an offer! Just be sure you have the means to measure every type of response mechanism employed. 


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