PURL’s. What is a PURL? It’s a Personal Uniform Resource Locator. PURL’s are being touted as a new technology, but truth be known, they’ve been around for at least 10 years.

Can PURL’s really increase your response rate for direct mail? Yes and No. It depends on the LIST that you’re using, the OFFER you’re making, and the client you’re marketing to – read on!

A PURL basically merges information from the list you use for direct mail onto a sub-domain, something like this: JohnSmith.Igotthelowestratesonearth.com. You see, when the prospect opens the mailer, they can either call you (best) or they can enter the sub domain address in their web browser. Honestly this technology worked in like 1999 when the web was relatively new. Today, most consumers are more savvy – they get it, and understand that a PURL is a gimmick that they actually took part in producing!

Will it work? Possibly, but will it give an unnecessary option outside of why you really do direct mail? YES! Not using a PURL is the same reason many clients don’t use their web address or email on direct mail for prospects to contact them – because they want the call-in.

PURL’s are an inexpensive gimmick that may do more harm than good. Is it right for you or are you being sold on it’s effectiveness? Listen, it’s not that we’re against PURL’s (some of our clients think they’re neat…), it’s just that you need to understand that your call-in rate will go down. Consumers given another option outside of calling you may take it, but if you include a great Offer along with a Targeted List, they will surely call. It’s that simple, with the right list along with the right offer, you could scratch a note on a napkin and you would get call-ins. PURL’s often are used instead of a Good List. Ouch – That could be expensive! If you’re using direct mail for say, mortgages or debt, don’t skimp on the list. Today, many companies are using Credit Bureau Data to zero in on their ideal client – something you should be doing as well.

For more info on PURL’s and using them in your mailer, give us a call – heck, we’ll show you how to get PURL’s for free if you really want them…

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