A PURL is a personalized URL (web address) that is customized to the recipient. For example, if you’re sending a flyer in the mail to John Smith, you may include a PURL on it to a landing page where the web address is www.yourwebsite.com/JohnSmith. When John Smith visits this address, he’ll be directed to a personalized website that’s related to the direct mail marketing piece you sent him.
Why are PURLs beneficial?
- Easy to track results—With personalized URLs, you can easily track the performance of your direct mail campaign. You can see which recipients took action by visiting the landing page and what they did when they arrived onsite.
- Personalized communications—PURLs allow you to create targeted landing pages based that are personalized to each recipient based on their interests, demographics, past behaviors, etc. The more personalized your marketing, the more effective it will be.
- Multiple forms of media—PURLs give you the best of both worlds. Your audience gets a tangible piece of direct mail marketing along with a website they can easily, instantly access.
IMS can help you with all of your direct mail marketing needs. We’ll help you leverage PURLs to get the best results. Learn more about one of the leading direct mail agencies at www.ImmediateMailing.com.