Whats a PURL and what can it do for my donor outreach?
A. Personalized URL Marketing is the technique of adding a personalized web address, e.g. www.papilia.com/bobsmith, as one of the response options on a direct mail piece, which leads the prospect to a highly targeted VIP landing page. Research shows that direct mail which allows recipients to respond via an online resource (specifically a personalized landing page) greatly increases response rates. By leading each donor to a Personalized URL (PURL), we can obtain more information and engage in a long term, one-to-one relationship.
