Despite some feisty back and forth, the group generally agreed that -- like the envelope, the digital printing, the mailing and postage, and the response vehicle – p-URLS are most appropriately costed as part of an entire direct marketing campaign, rather than expensed “per p-URL.” That makes a lot of sense. Exotic as they still seem to many direct marketers, p-URLS really are “just another response vehicle” to be considered.
It's no more important to know the “cost per p-URL” than it is to know the cost per email response, or the cost per incoming phone order, or even the cost per business reply card?
This number won’t inform your campaign planning or give you any particular insight. If you want to find out whether p-URLs can boost results, do a test! That way you’ll have some real information for your next campaign.
-- scrubbed by Marketing Brillo