Printers’ Web Presence — It’s All About PURLs

Reynolds-DeWalt turned to PURLs. It appended the theater’s existing (but limited) customer base with a mailing list of carefully selected prospects within the desired geographic region. Using XMPie’s PersonalEffect, it sent a mailing of 10,000 pieces, introducing the theater and asking recipients to log into a PURL in exchange for a chance to win three theater tickets. Once logged in, recipients were asked to provide information on the types of theater programs they enjoy, as well as provide their e-mail address and the e-mail address of a “lucky” friend. All of the information was automatically appended back into the customer database.