Based on this logic, the challenge with PURLs is having a robust database underlying the program. Just using a name in a PURL in a direct mailer so that a user types in her name and then sees it on the top of the landing page is merely a gimmick. "But if you can infuse personal information about that customer onto that landing page, the online experience will be more meaningful," claims Feinstein.
Say this customer bought a red sofa at Crate and Barrel, and the landing page has a picture of that sofa with matching pillows, chairs, tables and rugs. She can see the accessories that match the sofa she just bought and can easily envision her in her new living room.
"We've spoken with just about every one of our clients about using PURLs. They're all interested in the concept, but often need expertise in the implementation. That's where we come in," notes Feinstein.
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Ethan Boldt is the chief content officer of DirectMarketingIQ, the research division of the Target Marketing Group. Reach Ethan at email@example.com.