Printers’ Web Presence — It’s All About PURLs

Measurable Results

The program was a success. Twenty-one percent logged into the PURL. Of those, 14 percent provided their e-mail addresses.

Marketers are responding well to these projects, in part because the results are measurable. Marketing departments are coming under increasing pressure to deliver numbers, so the ability to justify marketing decisions based on provable results is a big plug for print providers to take on sales calls.