A PURL (Personalized Uniform Resource Locator) is a unique web address generated for a specific person and printed on their copy of a direct mail piece. Variable data software pulls names from a mailing list and assigns each a custom link, usually combining a domain name with a unique code. When the target types the link into a browser, the system tracks their engagement and directs them to a customized landing page.
Heard on the job
Make sure the variable data file maps the names correctly to the PURL field before we send this postcard batch to the press.
Insider tip
A PURL turns a static printed postcard into a trackable digital asset, allowing print shops to sell measurable marketing data alongside ink and paper.
Also heard as
- personalized URL