Understanding Automotive Personal URL (PURL) Programs

personalized url marketing

There’s no denying that the Internet serves as a convenient, readily accessible platform from which to engage your dealership’s customers.

However, that doesn’t mean that direct mail should be set aside during your next automotive marketing campaign. In fact, one of the best ways to connect with your targeted audience is by creating personal URL (PURL) programs.

With these versatile PURL landing page microsites, your team will have an increased ability to track response rates and delight your customer with their own customized landing page and web address. Of course, you probably want to understand personal URL programs a bit better before crafting your next direct mail strategy.

Luckily, the professionals at Aspen Automotive are here to give you the lowdown on this highly targeted, highly measurable automotive marketing approach. Let’s dive in!

What is a Personalized URL (PURL) Program?

(PURL) ProgramsTo begin our exploration of what PURL is about, personalized URL systems, and how they can boost customer satisfaction and overall revenue for your dealership, let’s first define what they are.

A personalized URL is a unique web address that takes recipients to their own personalized microsites. These landing pages can hold a variety of data regarding their recent purchases, automotive service needs, and more.

Auto Direct Mail Marketing & PURLs: Best Practices

Now that you know exactly what a personal URL is, it’s time to understand how to properly harness the benefits of PURL marketing and this customized marketing tactic.

Test the Tech

As is true for any technology launch, you want to spend plenty of time testing out your personalized URL domains before they’re placed directly into your customers’ hands.

By doing so, you’ll ensure that your targeted audience can easily access the content on their custom-tailored landing page without running into any snags along the way. The result? Better customer engagement and more leads in response to your PURL program.

Simplify the URL

Create a Simple URLFor the most part, you want to make sure that your audience knows exactly what they’re looking at when they open your piece of automotive direct mail. So, to achieve that, it’s essential to make the personalized web address as simple as possible.

For instance, including the individual’s name as well as the name of your dealership is a great way to help them understand that they’ll find personalized information about your showroom, services, and brand by typing the URL into a search bar.

This increases the chances that your consumers will take a moment out of their day to see everything your URL has to offer.

Make It Multi-Channel

Diversity is key when it comes to an attention-grabbing automotive marketing campaign. That’s why your team should aim to pair your PURL program with an engaging piece of direct mail. Put simply, your direct mailer will serve as the vehicle for the customized web address.

From there, your message should include a call-to-action on how to use the personalized URL and what they’ll find once they type in the address. That way, you can encourage your customers to visit the microsite by reminding them of a special offer they’ll receive by using the PURL.

Follow Up

Follow Up Data Last, but certainly not least, it’s important to keep your finger on the pulse of how your PURL program is performing by tracking response data.

Thanks to the URL you provided your customers with, your dealership’s team can easily track when a customer has typed in the web address and visited their landing page.

As a result, your representatives can touch base with your leads and measure their level of satisfaction or catch them when they have the highest level of interest in your dealership.

Not only does prompt communication delight your audience, but it also helps your business move your leads along the car-buying journey.

Learn More About Aspen’s Personal URL Programs Today!

At Aspen Automotive, we believe that personalized, highly targeted, data-driven automotive marketing is the key to reaching your dealership’s revenue goals.

So, if you’re looking for a way to boost engagement with your customers and generate leads, search no further than our personal URL technologies and direct mail options.

To get the ball rolling on your next direct mail campaign, start by giving our team a call or sending us an email today!




  1. http://cdn2.hubspot.net/hub/244052/file-2594649421-pdf/PURL_Whitepaper.pdf?t=1438980623328