A PURL, as its name implies, is personal. Personalization in a PURL can take a number of forms such as using a customer name in the URL e.g. www.ultimate_response.john.doe, peppering content with relevant personal details of the intended viewer. Seeing their personal information throughout a PURL website can provide the edge that entices a prospect or customer to respond – and respond more thoroughly than simply ticking off boxes on a bingo card. The PURL can be interactive and include rules and logic that shape the experience based on the response. And the PURL can also record useful information such as where a person lingered, what they avoided or how many times they reviewed certain information. Try getting that kind of value from business reply mail! Localization is another way PURLs can create an air of colloquialism that pre-disposes a respondent to take action when they might have discarded communication that treats them as though one size fits all. Finally a PURL offers the opportunity for responsiveness that catches a prospect or customer in the moment when their thoughts and focus make them most likely to take action. Rather than waiting a day or two for follow-up, a PURL can offer custom follow-up options immediately.