From PURLs to Profit

pURLs are personalized URLs, not to be confused with these types of pearls!

In addition to Variable Data Printing, another form of one-to-one marketing is PURLs.

PURLs, or Personalized URLs, are website URLs that are customized with a specific prospect’s information. They often contain the prospect’s name as part of the URL and are a great way to target your marketing campaigns.

To be more specific, personalized URLs are custom web pages created for and directed towards the end-user, or prospect. When the prospect visits their specific link, the website is tailored to that person. The possibilities of customization are vast. You can include any information you have on your customer on this webpage: age, location, interests, occupation, etc. The more custom, personalized content you create, the more effective the campaign will be.

Often used in conjunction with direct mail pieces, pURLs are also perfect for use in email marketing campaigns since the link can be easily clicked from the email. This gives your prospect instant gratification and provides for instant capture of lead information. Even better, all of the activity from this specific webpage can be tracked, giving you an idea of where your users’ interests lie for future marketing campaigns.

One of the best things about pURLs is the “not-so-silent P”: Profit. A marketing piece that is much more targeted will yield more information, better results (and higher profits) than a generic link that is sent to everyone.

Multi-touch marketing campaigns are essential to increase not only your marketing ROI but also your company image. Simplifying and quantifying the marketing process is a key component for success and pURLs allow for just that.

TIP: Always be sure to work with a printer that has experience developing these types of campaigns so you can rest assured it will be done right.

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