Emap 'Construction News' use of PURLs in direct mail

The use of PURLs (personalised URLs) can significantly lift the impact of direct mail campaigns.

Using PURLs in an online and offline test, in a campaign created by Pro-active, Emap was able to effectively benchmark the performance of both direct mail and email marketing to establish the best ROI that could be attained on campaigns.

PURLs enabled the ability to track response both from direct mail and from email marketing and analyse the results.

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