Some PURLs of Wisdom —Sherburne

One of the easiest ways to link print into an integrated marketing campaign is using personalized URLs (PURLs). These are Web addresses personalized to the recipient that can be printed on direct mail pieces (or included in e-mails) which direct the recipient to a personalized Web microsite for more information or to take advantage of an offer. This links print into the media mix in a very real way and allows marketers to track results in real time.