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Created in partnership with the Globus family of brands and Passport Online Inc., the PURL campaign is the latest enhancement to Vacation.com’s award-winning direct marketing program, Engagement, which also employs sophisticated segmentation and discretionary income analysis.
“Personalized URLs are the next step to achieving a pure, one-to-one marketing dialogue with the customer,” said Stephen McGillivray, Vacation.com’s vice president of Marketing & Public Relations. “I would like to recognize Globus and Passport for stepping up to try new marketing strategies and for making this ground-breaking idea a reality. Our plan is to run multiple campaigns over the year with various suppliers using PURLs.”
Vacation.com chose this new marketing approach to produce an even stronger response from customers. PURL emails are expected to elicit a click-through rate 300-500% higher than typical promotional emails.
“Vacation.com’s pursuit of marketing excellence is unparalleled,” said Steve Born, vice president of Marketing at Globus. “After participating in many successful Engagement promotions in the past, we were more than happy to be a part of this initial PURL campaign.”
Clients of Vacation.com members who have opted into the current Globus promotion will receive an email personalized with a link to their own individual URL, such as JohnDoe.TheYouTrip.com. When the consumer clicks on this link, they will be taken to a Passport Online-hosted Web page with details on a Globus North American family vacation. This page is further personalized with the family’s information, a note from the Vacation.com member agency reiterating the great value of the offer and an individualized coupon valid only with the member agency.
“I’ve seen a fair share of diverse tactics used to get that all-important click-through,” added Greg Kott, president & CEO of Passport Online Inc., a leading provider of e-commerce solutions. “These PURL sites-created by a true collaborative effort-speak to the client in a whole new way. I expect them to generate a very positive response.”
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
