Personalized Uniform Resource Locator
A Personalized URL (PURL) is a personalized Internet address . They are mainly used in the context of dialogue marketing .
PURLs are used both in e-mail marketing (PEM, personalized e-mailings), for linked landing pages on the Internet and in a “print-to-online” mechanism in direct mail and dialogue marketing with the help of letters and advertising folders or postcards. Each printing unit that is sent to a group of recipients by addressed mail is either printed with the personalized Internet address by laser imprinting or a unique item created by digital printing.
By using the personalized URL, the addressee is not shown a standardized landing page when called up , but a personalized page on which z. B. the respective person is addressed personally by name or the content has been adapted to the specific industry, function in the company or other known data. In this context, one also speaks of a personalized landing page or a personalized microsite . The advantage of the PURL is that the person addressed receives information that is personally tailored to them, which increases the chances that they will deal longer with the content of the website.
For the implementation of PURL campaigns, specialized service providers offer platforms with which the address data can be automatically supplemented with the corresponding personalized URLs.
PURL marketing is used in German-speaking countries in particular by newspaper publishers, insurance companies, telecommunications companies and mail order companies. PURL marketing providers are primarily advertising agencies, IT service providers and CRM specialist service providers .
Individual evidence
- ↑ When Do Personalized URLs Work in Direct Marketing Campaigns? at targetmarketingmag.com, accessed May 8, 2013
- ↑ Direct Mail Marketing: A primer for personalized URLs ( page can no longer be accessed , search in web archives ) Info: The link was automatically marked as defective. Please check the link according to the instructions and then remove this notice. at casinojournal.com, accessed May 8, 2013
