New Demands Result From Print-on-Demand —Michelson

Consider, too, how the Internet is becoming a more important aspect within digital print providers’ business models. One of the hottest applications today, as part of a cross-media campaign, is the use of personalized URLs (or PURLs). As pointed out by writer Heidi Tolliver-Nigro in this issue, PURLs enable printers to economically offer highly personalized marketing and, more importantly, help customers expand and refine their databases. Response rates are measured in real-time, helping to validate an integrated campaign, as well as fuel the opportunity for follow-up print-related business. A new study by EasyPurl found that PURLs boost direct mail response rates by 30 percent.