Print 4A Purpose

Landing Pages – What is a Purl?

Purls are Personalized URL's. Purls allow you to combine direct mail with an interactive website or landing page. You give each and every mail recipient a customer webpage. Sound confusing? Then watch this brief video: Introduction to Purls

The Goal: Increased response rates from direct mail.

1. Get their attention. When someone receives a postcard with www.vip.com/YourName; you have their attention. We create a unique URL (webpage or landing page) for each person on your list. We do this using digital variable data printing. At the very minimum, the curious check out the website to see what it's all about.
2. Gather visitor data. When someone visits their purl, personalized URL, it's a customized landing page which has the same look and feel of the postcard they received. Registration forms are pre-populated and make it easier for respondent to complete any additional information. Once on the landing page, your prospect and learn more, request more, or exit. And the benefit of a personalized landing page, is even if the prospect decides not to give any additional information, you know he at least had enough interest to visit in the first place. This is valuable information you can use in a later campaign.

You can also check out a couple of our case studies.

For more print and marketing advice. Contact David at OBX Advantage or Advantage Printing

6 Ways to Improve your links to Landing Pages

A landing page has a form where you capture the critical info. It's the starting point of "monetizing" the lead. But you have to get them there first with a Call to Action. So here's a quick list of suggestions:

1. Always Underline. Do you want pretty or do you want results.
2. Use Color. Everybody knows a blue link is hot!
3. Please NOT "Click Here". I won't click there just to prove a point.
4. Bold Links. Hubspot says a 20% higher clickthrough rate when bold.
5. Use Pictures. If relevant could be worth "1000 words".
6. Stay Above the Fold. Nobody wants to work to find your link.

For more visit Hubspot's blog post 9 Ways to Optimize Your Links and Draw Attention to Your Calls to Action

For more on landing pages, visit OBX Advantage. Email

What the heck is a Personalized URL (pURL)?

Have you ever received a direct mail piece that caught your attention because it was personalized? More than just a "Hey Bob" or "Dear Alice". I mean multiple areas with not only your name inserted into the piece, but relevant pictures and content that, coincidentally, are your hobbies or favorite product type.

This was the result of Variable Data Printing (VDP). Because of the digital capabilities of some printers, clever marketers can customize and personalize direct mail pieces to increase responses and therefore, ROI. With that VDP ability, one can combine that with custom web design for unique personalized landing pages, PURLs.

I am sure you've seen: www.vipspecial.com/JohnSample. It grabs your attention and even if the offer isn't one of your hot buttons, may recipients check out the website anyway. Marketer's mission accomplished.

The challenge with traditional campaigns using a website or HOMEPAGE has been the inability to figure out exactly which recipient visited the website but never completed the requested information. That is important info and it's now lost since the potential customer remains anonymous.

But now there is a way to capture who, what and when a visitor responds to your offer, even if they just look and leave.

The unique URL (personalized URL) overcomes this challenge. John Sample clicks on the website, looks around and decides to leave…that's ok. Your marketing dollars are still well spent. You know that John Sample was a warm lead anyway and with a little patience, you can make it happen next time.

Click here for a 3 minute video: Introduction to PURLs