Take Direct Marketing to the Next Level with Personalized Url’s (PURLs)

In today’s increasingly web centric world, it is crucial to maintain an online presence. It is equally important to make sure that your website connects in a meaningful way with your target market/s. A personalized URL, also known as a PURL, gives your customers and prospects a feeling of importance, enabling you to maintain current relationships and build new ones in current and new markets. It also allows you to tailor your landing page directly to their interests; increasing the amount of time they spend on the page and therefore the likelihood of buying. A common example of a PURL is a web page with an URL such as www.cofknows.com/Michael_Jones.asp in which “Michael Jones” is a recipient who receives a direct-mailer or email message that encourages him to visit the web page to learn more about its new cross-channel marketing capabilities. For each recipient on the list, the web address is unique to the recipient, as is the content of a web page. PURL techniques are similar to those used in variable-data printing, through the use of variable fields and pages that are linked to a database that contains information about each potential visitor. Often, the two are used hand in hand.