A personalized URL (PURL) is a web address that uses the recipient's name. For example: www.johnsmith.yourbrand.com. Personalized URL Marketing is the technique of inviting prospective clients to respond to your email or direct mail campaign with their own personalized URL. This then leads them to a highly targeted and relevant landing page.
you know more about the prospect before they even visit your website. You also get to know their behaviors and interests at an individual level, giving you the ability to follow up with relevant messages based on their preferences.