The trouble with many URL’s (web addresses) is that they appear faceless. They don’t relate to the customer in the same way that a piece of direct mail does. Imagine if a customer receives a piece of direct mail that’s been made personal to them. If it includes a standard URL (web address) it can spoil the sense of personal engagement, which is where personalised URL’s, or pURLs come in. A personalised website address which includes the recipient’s name will direct the recipient through to a page that is personalised for them. The page is created by specialist software only when the pURL is actually accessed. The user will see a webpage that’s as personal to them as a piece of print, which significantly increases the click-through rate. It’s perfectly possible to achieve 20% click-through rate with a pURL.