Two Steps to Discovering the Value of pURLs

He mentions the recent Direct Marketing Association statistic: 42 percent of people who respond to a direct mail offer would rather respond online.

“That’s just online. Add a pURL, and you’re talking even higher,” he predicts.

Robinson suggests an illustration that could seal the deal with many wary clients. Send out 200 mail pieces with just a general URL. Fifty prospects go there and 10 complete something. So now you know them. But you don’t know the other 40. They’re gone and may never be “seen” again.