Sunnyvale Marketing with Personal URL (PURLS)
An outgrowth of the capabilities of variable data printing is personalized URLs (PURLs) on direct mail marketing pieces. A PURL is the web address of a landing page that is unique to the individual recipient of the marketing piece.
A PURL combines a response device with a web site.
When a recipient goes to the PURL landing page, the response device is immediately filled with the recipient’s contact information (such as name, address, telephone, e-mail). With the click of the mouse, the recipient can request information or take advantage of the offer. And as soon as that happens, the PURL generates an e-mail message that is essentially a sales lead. The novelty of the PURL, combined with the ease of responding, is said to increase response rate.
Some applications for PURLs include requesting a free sample, information, or trial; to take advantage of an offer or a discount; to RSVP or register for an event; and to complete a survey.