An outgrowth of the capabilities of variable data printing is personalized URL's (PURLs) on direct mail marketing pieces. A PURL is the web address of a landing page that is unique to the individual recipient of the marketing piece. A PURL combines a response device with a web site.
When a recipient goes to the PURL landing page, the response device is immediately filled with the recipient's contact information (such as name, address, telephone, email). With the click of the mouse, the recipient can request information or take advantage of the offer. As soon as that happens, the PURL generates an e-mail message that is essentially a sales lead.The novelty of the PURL, combined with the ease of responding, is said to increase the response rate.
Some Applications for PURLs include requesting a free sample, information, or trial; to take advantage of an offer or a discount; to RSVP or register for an event; and to complete a survey.