Far from PURLs being what you give to GURLs, the acronyms stand for Personalised Uniform Resource Locator and Generic Uniform Resource Locator. What does this mean? Basically, Printhink can come up with micro websites that can be personalised to your customer based on the information you know about your customer.

Say you just know your prospects first and last name, plus their email address. You could send them an email inviting them to log on to their own special website to take advantage of a special deal. They may see this as the website they have to go to:

John.Doe.YourDomain.com

Getting excited (it’s got their name in it!), they click on it, see your fantastic offer, fill in some details and click submit. Easy!

What just happened there? They took advantage of a great offer, right? Yes, but you also got to collect a bit more information on your client, which we can use in further marketing campaigns, or trigger an email to your sales team to follow up, or both. Remember, this all happened automatically, so it could even be happening while you sleep.

The brilliant part of the Multi-Touch system is that it can tell who didn’t go to the PURL, who visited it but did not complete, and who visited and completed the survey. This automatically flows into the remainder of the campaign, directing what marketing piece they receive next.

What if you don’t know any information about your customer?

That’s not a problem, as we can just use a GURL as the website that fields all responses. We can send out a marketing campaign that links back to the GURL, where prospects will fill in information to be eligible for the great deal you’re offering. Once we know a little more about that prospect, we can use that information for multiple further marketing touches, making sure that you get the sale.

It’s not just marketing, it’s smart marketing with demonstrable return on investment figures. A marketer’s dream.