Direct mail incorporating pURLs is one of the fastest growing segments of the digital print market. The acronym pURL, stands for "personalized URL" (personalized Uniform Resource Locator), which is a web address that is unique, or personalized for one individual. The pURLs are used in conjunction with integrated marketing campaigns that are designed to provide wider appeal to consumers and greater response rates for the organizations that use this tool as part of their direct mail programs.

Digitally produced direct mail pieces are often used as the initial step in an integrated marketing campaign featuring pURLs The direct mail piece may consist of a simple, static postcard application using a mail merge program for incorporating a name and address and a pURL into the text of the card. At the other end of the spectrum, the direct mail piece not only includes a name, address, and a unique URL, but also includes other personalized information digitally printed on an elaborate, customized variable data application.

Once the consumer has received the direct mail piece containing a pURL, the hope is that the potential customer will enter the address into a web browser and view the personalized pages of the site, which are targeted specifically for that individual. The personalized site is usually quite small, consisting of four or five pages, and is often similar in style and design to the direct mail document. In addition to a welcoming page containing a personalized letter, there is often a short questionnaire or survey to be filled out by the individual in order for the organization to better understand the requirements of the potential customer. This allows the organization to offer only the products or services that would be of interest to the individual.

Many personalized sites link to the organization's website after the individual submits the data they provided on the questionnaire. Redirecting the browser from the personalized website to the main website further strengthens the potential for the individual to investigate what the enterprise has to offer.

The personalized website also includes a request for the e-mail address of the individual, which of course is totally voluntary. Providing the e-mail address enables the enterprise to proceed with further communication if the customer wishes it. Securing the customer's permission for continued communication via e-mail is one of the primary objectives of the pURL campaign, enabling the organization to obtain additional opportunities for converting a potential customer into an actual paying customer.

If the individual completes the questionnaire on the site, submitting it often generates a thank you letter, usually via e-mail. Of course, if the individual has declined to provide their e-mail address, a letter printed with digital equipment may be sent instead.

The advantage that a pURL marketing campaign has over basic direct mail programs is that it offers two-way, interactive communication between the client and the enterprise. Even the most elaborate variable data direct mail pieces offer only one-way communication from the enterprise to the client. The two-way communication provided by pURLs may be what is responsible for a response rate for pURL marketing that often tops 20 percent and in some cases it may be higher than 30 percent.