Printers’ Web Presence — It’s All About PURLs

Another major selling point for print providers is that the results can be almost immediate. If respondents are coming to the personalized landing pages from direct mail, they come in a matter of days. If they are coming from an e-mail campaign, it can just be a matter of minutes.

In the case of Alphagraphics, which created a PURL-based campaign for a manufacturer looking to create “pull through” within its distributor channel, the direct mail dropped on a Monday and, by the next day, 400 of the customer’s 1,000 distributors and 500 of the 10,000 end user prospects had already logged in through their PURLs. Within 24 hours, the program had already met its goal of a 5 percent response rate, and it was just getting started!