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This sweater, my darling’s for you

While we may not be old enough to recognize a Glen Miller song (or even know who he is) when we hear one, like Miller, we all understand the value of a personalized gift.

In today's Webster's dictionary, don't be surprised if you find pURL next to purl. A pURL (personalized URL) is a dynamically created Web page designed to speak directly to your customer or prospect on a personal level. The technology allows you to direct each customer or prospect to a personalized, customized Web page designed for every name on your target list.

Individual page components can be customized for each recipient, allowing you to refer to your prospect by name, include relevant images or reference relevant products. Like variable data printing, customized information is fed into templates, and an unlimited number of templates can be created to coordinate with your marketing campaign.

Because the personalized Web address contains the prospect's name, pURLs get noticed, get visited and get results.

Marketers in need of a cost effective way to supplement their direct mail campaigns might want to consider pURLs.

The best way to gauge whether a pURL campaign will boost results is to do a test. Then, when budgeting, you can consider the ROI of the project, not the individual cost of the pURL. 

 


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