Prospects have more marketing messages than they can manage, so they have developed strategies for determining which ones they will take the time to open. Marketers need to leverage any advantage in the stiff competition for their attention. Personalized URLS (PURLs) are one way to gain this advantage. PURLs are unique online destinations for each individual on your direct mail or email list. In other words, each person you engage is welcomed at a customized landing page built specifically for that individual. PURLs can fit seamlessly into your marketing campaign by creating a simple PURL that is placed in or on your direct mail or email marketing materials, enabling you to convert significantly more of your target audience into not only qualified prospects, but also lifetime consumers, members, buyers, etc. PURLs offer several important benefits:

1. They provide an additional, inexpensive touch-point to your marketing campaign, to increase open rates and better engage each of your prospects.
2. They enable you to gather information from each prospect (e.g., what they like about your product, service or organization, their personal preferences or demographic information, etc.), so that you can further customize future marketing to fit their individual needs or preferences.
3. Each prospect is more educated about your product, service or offer and can instantly respond, ask for additional information, or convert without ever leaving his or her landing page.
4. The personalized aspect of a PURL lets the prospects know that you are specifically interested in them and they are not just another “John Doe” on your mailing list. This special “attention” creates interest and additional trust for your prospect.