Printers’ Web Presence — It’s All About PURLs

The mailing provided a personalized invitation with a link to a PURL. Nearly one-third of recipients clicked through to the PURL. Of these, 95 percent referred a friend and 15 percent ordered the bank of tickets. By comparison, Pellow reports, DME did a similar campaign for another team that used only a 1-800 call-in number. The response rate was only 6-7 percent. These are the kinds of numbers that demand marketers’ attention.