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The company records the person's visit and any other information obtained. The visitor's information often is then collected and stored in a custom PURL database to be used for future campaigns.
A common example of a PURL is a web page with a URL such as www.xyzmagazine.com/jilljones. "Jill Jones" is the receiver of the message, either via e-mail or direct mail. Due to this personalization, campaigns that contain PURLs often have much higher response rates compared to more traditional direct mail or e-mail campaigns.
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Melissa Busch
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