In an article by Ethan Boldt written for Target Marketing magazine, the question asked is who are PURLs good for. The answer is anyone who wants to speak on a more personal level to the recipients of their pieces. All that is required is a set of data (either internal or purchased) and some thought behind how to personalize your message for each recipient. From there, the possibilities are endless!
In the article, Mr. Boldt highlights several different ways a PURL campaign was implemented for very different business types. Most organizations will fine that more than one of those applications can be a great campaign for them. For example, he describes how a bank was able to use a PURL campaign to cross-sell their products to their existing clients.
The full article can be found here:
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