PURL is a cutting edge technology used in Cross Channel Marketing by companies seeking to efficiently interact with qualified prospects.

The process starts with a post card, a self mailer or some creative variable data mail piece. The PURL is imprinted on various locations of the mail piece to drive qualified prospects to visit a “personal” web site created especially for each individual.

Companies then have the opportunity to present targeted products and promotions, collect data, and on broader terms establish one-to-one communication with each prospect.

PURL is a real-time tool designed to facilitate one-to-one communication and gather relevant information about customer needs, wants and fears. The technology can be deployed at all stages of a product or service life cycle - from new product development and primary market research to sales leads generation, and from marketing campaigns to communication and loyalty programs. The interaction begins once the prospect enters the PURL and continues as they answer questions. It prolongs with a thank you page and can trigger emails and text messages, follow up on information, even set up appointments or request a phone call.

The return on investment that is traditionally around 1-2% for a static “Inkjet” direct mail campaign increases drastically when using true Variable Data Printing (other than address), conditional printing (illustration differs based on age, sex, zip…), personalized images and other customized processes. The addition of a PURL takes the ROI to higher levels reaching 6 to 8% for well executed campaigns. Highest returns (above 20%) were found using the technique for loyalty programs, repeat purchase and fund raising.