Rockville, Md.

The key to any successful marketing "conversation" and PURL campaign is its creative, of course. Does the copy and design engage the prospect? Does it grab her attention right away with the right combination of copy and images? Does the PURL stand out? Does the creative behind it prompt the prospect to visit her PURL?

The gulf between an organization's direct marketing and customer service efforts has narrowed considerably in today's marketplace, according to a recent whitepaper, Customer Service and Direct Marketing: The New Synergy, from EU Services, a direct marketing production facility based in Rockville, Md. And since customers have so many other choices in this marketplace, organizations are advised to create direct marketing efforts that are as focused on regular customers as prospective ones.

As technology has evolved, so have consumers’ concerns surrounding the use of their personal data. Not only are they leery of providing information, consumers also are leery of who uses their personalized data and for what purposes. Marketers can ease their customers' concerns by taking precautions, especially surrounding their online marketing efforts. Here are a few tips to think about when creating a personalized URL (PURL) campaign:

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