The split was even in terms of which method consumers used to respond, reports Mike Gottschalk, EVP at Aspen Marketing.
The company was "really surprised" to see how many people used the PURLs, Gottschalk notes.
explains this by the fact that "the PURL takes lot of pressure off of consumers.
Many consumers are more comfortable going online than picking up the phone.
The campaign received a big lift â€" 0.75% â€" from the number of people who responded through the PURL who simply might not have responded otherwise, Gottschalk
The mailer also included an offer for a retail gift card, redeemable when recipients visited a dealer and took a test drive.
Approximately 90% of dealers choose to incorporate the retail gift card offer into the mailing.
"We can drive people to the PURL, but we still have to get people to come into the dealership," says Gottschalk