I had a situation emerge related to personal URLs (PURLs) that sort of put me off. I have written about these personalized web addresses which allow you to provide a customized experience for the recipients before. I hadn’t really thought that someone might invest the time and expense of creating PURLs and not provide a customized experience. When I had such an experience, I began to question the motivation and wasn’t entirely pleased with the direction my thoughts turned.
One of my alma maters sent me a brochure saying “Joe, a lot has change since X” and provided a URL that incorporated my name. (To protect my vanity and the specific school, I am not going to mention the date of my graduation.) This created an expectation that when I visited there would something like then and now photos of the campus. Perhaps there would be one of those lists noting that kids born the year I graduated have never known a world where different situations didn’t exist. Maybe there would be a really detailed list of all the weddings, births, promotions and general accomplishments of my graduating class.
But other than my name, it was a really, really, really generic web page. The alumni page on the school website is actually more engaging. One of the links to a virtual tour lead to a YouTube video which had been removed by the poster.
One of the prominent features was a donation appeal letter by the student featured in the mailer. So at this point I start thinking maybe the whole PURL set up was to measure which alumni were engaged enough with the school to use the PURL so the school could follow up with additional appeals. This made the whole set up seem calculated and not at all personal.
I actually emailed the alumni office last week saying all of the above. I told them that the PURL created an expectation of a personalized experience and when it did not emerge, I began to suspect the worst. I have yet to hear back from them.
Quite honestly, I think I could have made the same mistake. Even if I hadn’t wanted to necessarily follow up with a donation appeal, I could imagine using PURLs to see what percentage of lapsed donors and ticket buyers were still engaged with my theatre. I probably wouldn’t create a PURL with their name but rather embed a unique code in a link they clicked through on or have a situation where people would self-identify. When we are convinced we have a way to more accurately reach and measure our intended constituency, I think it is easy to overlook the recipient’s perspective and expectations upon receiving a communication.
So my advice here is that if you create an expectation of a personalized experience, whether it is in person at your performances or via an online presence, you should be perceived as making an effort to provide it at the very least.