Personalized URLs - PURLs

PURLs – personalized URLs – are a powerful marketing technique that blends variable data printing with a fully customized, targeted landing page for each user in the database.

In a typical PURL campaign, the prospect or customer would receive a printed direct mail piece that would direct them to a web page where the web address is created dynamically from a database of individuals. The printed piece can also have customizable elements, as in the example below where the name of the person is written in the coffee foam.

The landing page can be dynamic as well, with a personal welcome message, call to action, and other information that may be in the database. For our example, the Cuppa Joe landing page can pull the closest store location based on the visitor’s address in the database. This personalization can be very powerful.

While no one can guarantee a particular success rate, we have seen response rates of 7-10 times the rate of non-PURL campaigns.