Printers’ Web Presence — It’s All About PURLs

In addition to the mailing, Bitstream sent out a personalized e-mail, populated with the same design elements as the direct mail campaign, to everyone in its contact database for whom complete mailing addresses were not available.

All of the components—direct mail invitation, HTML e-mails, personalized URL and personalized Web micro-sites—were created using the same project file. When customers and partners RSVP’d through their PURLs, the software generated a customized name tag for the party. The tag included four photos representing the individual’s “fun facts” gathered from the earlier mailing to use as conversation starters.