Default PURL Landing Page

Many Purlem users have been requesting a way to create a “Default” landing page. The Default page would be used as a way to give visitors access to the Personalized URL (PURL) that are not yet associated with a PURL campaign.

For example, let’s assume that XYZ Corp has 3 different prospects there marketing to – Sam, Bob and Greg. For each of their prospects, XYZ Corp creates a Personalized URL landing page:


XYZ Corp is able to see exactly who visits the landing page indicating interest in their product. Personalized URLs are also a great way to increase response and conversion rates.

But what happens if a PURL does not exist? XYZ Corp still wants to give visitors to the page access. To do this, they will use the Default Landing page:


Default Page:

When visitor’s to Default landing page complete the form, they will automatically be redirected to their live PURL. At the same time, the visitor will be added as a new record into your Purlem campaign.

Default landing pages are also referred to as Generic URLs (or GURLs).

Learn more about how to Setup a Default landing page for your next PURL campaign.


Purlem Managed Plan

Our new Managed Plan provides a turn-key solution for Purlem users.

I have had many requests over the years for more of a turn-key solution for Purlem. Now, you have it.  For $249/mo we manage your PURL campaigns for you.


Purlem Managed

Campaign Management

Let us handle the tasks associated with managing your campaign. We can create the campaign, upload contacts, export the results, etc… We’ll handle it all for you.

Best-Practices Consulting

We have seen hundreds of PURL campaigns. We see what works and what doesn’t. Give your campaign the best shot at success by working 1:1 with Purlem’s founder.

VIP Support

Your support requests are queued to the top of the list. We strive to answer within minutes during normal business hours.

If your interested in learning more about Managed Plans, please contact us.

Personalize Unbounce for your next Email Marketing Campaign

Personalized campaigns will, on average, outperform static campaigns by 4 times!

That’s 4 times the visitors, 4 times the results, and 4 times more money in your pocket! The best part is – personalizing your Unbounce landing page is extremely simple and affordable (ie FREE!).

In this use-case, we will cover exactly how to personalize your Unbounce landing page with your next email marketing campaign.  To pull this off we will be utilizing three different tools:

  • Unbounce
  • Purlem
  • MailChimp

So to start, create an account with each tool (if you don’t already have one).  Each tool has a free option so this won’t cost you a dime!

Now that you have your accounts created, let’s jump into the nuts and bolts.  Here’s what we will be covering:

  1. Create an Unbounce Landing Page
  2. Create a Purlem Campaign
  3. Add Personalization to Unbounce
  4. Upload Contacts to MailChimp
  5. Integrate MailChimp with Purlem
  6. Send out an email through MailChimp
  7. View the Magic!

1. Create an Unbounce Landing Page

When you first sign in to Unbounce, you are taken automatically to the Create a New Landing Page screen. On this screen, choose the landing page design you would like to use and fill out the provided form.  Then select the Create a New Page button.
More details on creating a new page provided by Unbounce here.

Unbounce Create New Page

2. Create a Purlem Campaign

Now we will switch over to Purlem.  When you first login to Purlem you will presented with the page to create a new campaign. Select the Extensions tab, then the Unbounce option provided. From there, enter the requested information.
For more details on this step, visit Purlem’s Unbounce Install tutorial.

Purlem Unbounce Install

3. Add Personalization to Unbounce

Open up your landing page that you would like to personalize in Unbounce.
Once in their landing page editor, select the Javascript button in the lower left of the screen.

Unbounce Javascript

Add the follow code into the window that appears:

<script src=""></script>

Select Head as the Placement as shown below:
Unbounce Javascript Head

3.2: Add Personalization Hashtags
Check out the list of available personalization hashtags. For example, if I would like to dynamically display the visitor’s name, I would use #firstName, as shown below.

Personalized Unbounce

4. Upload Contacts to MailChimp

The contacts must have a first and last name, and an email. MailChimp provides a nice tutorial on importing your list here.

5. Integrate MailChimp with Purlem

To activate the MailChimp Integration with Purlem, enter your MailChimp API Key.
You can find the Integration page under the Clients tab > Manage > Integrations
Learn More: Where can I find my MailChimp API Key?

Purlem MailChimp Integration Setup

Purlem MailChimp

5.2 Import Contacts from Mailchimp
Select the Import from MailChimp link under the Contacts tab.
This will also create a field in Mailchimp to store each contact’s Personalized URL.

MailChimp Import Contacts to Purlem

6. Send out an email through MailChimp

When composing your MailChimp email, select the PURL option from the Merge Tags dropdown.  This will pull in the Personalized URL for each recipient.

MailChimp PURL

7. View the Magic!

Each recipient will receive their email with a link to their Personalized Unbounced Page.  Pretty cool huh?

MailChimp PURL Email

Unbounced Personalized Landing Page



PURL Offers – What Works? What Doesn’t?

Getting the Offer right is a crucial part of a successful PURL Campaign.

In my post The 60/30/10 Rule for Successful PURL Campaigns, I argued that The Offer is responsible for approximately 30% of the overall success of a PURL campaign.  Which begs the question – what makes for a good offer.

To attempt to answer that question, I evaluated The Offers from over 150 PURL case studies.  All case studies were from The ULTIMATE PURL Case Study Directory, which I released last month.

The first thing I did was place each offer into one of 7 Categories:

  1. Giveaway
  2. Drawing
  3. Giveaway & Drawing
  4. RSVP
  5. Discount
  6. Learn More
  7. Other

Then I averaged the response rate received across each offer category.  The results are placed in the chart below. The results were more or less what I expected.  A simple call to action of “Learn More..” was not very enticing only pulling an average 10.5% response.  And combining a Giveaway & Drawing was more enticing that just one or the other.  Af first I was surprised to see that the RSVP pulled in the highest average response.  But after thinking about it, people that receive RSVP invitations typically know who the sender is. It is likely a very targeted and well qualified list.  So it actually makes sense that it would pull such a strong response.

PURL Offer Response Rates

Offer Type Avg Response
RSVP: 27.22%
Giveaway & Drawing: 25.95%
Giveaway: 19.71%
Drawing: 14.75%
Other: 13.66%
Discount: 11.55%
Learn More: 10.55%


Listed below are the actual offers from each category.  Links are provided to the case study source.  All links were working at the time the case studies were gathered, but some may break with time.

Hopefully this will be a good resource for you to brainstorm your next PURL offer.


  • Register for the RSVP
  • Free executive-level seminar
  • Free lunch and learn seminar
  • Application fee waiver and invitation to participate in an online interactive Dean’s roundtable forum
  • Register for a free seminar – “PURL: Harnessing Marketing Performance Measurement””
  • Register for one of the upcoming tours and open-house RSVPs
  • Please RSVP By going to…
  • RSVP
  • Register for a free seminar

Giveaway & Drawing


  • Get your next oil change free
  • Pick the t-shirt that best defines your personality
  • Pick your FREE T-shirt
  • Free personalized caricature desk pad
  • Free personalised calendar, personalised chocolate bar and USB sales kit.
  • Select a gift or charity donation
  • A Canvas tote bag included a disposable camera, a compact tool set, gift cards, furniture templates and a portfolio to hold paint swatches
  • Receive a personalized brochure based off your interests
  • Make a donation of $80 or more by June 30, 2010 and we’ll send you a t-shirt
  • $50 amazon gift card and chance to win bonus gift
  • $100 bonus Canadian Tire “money”
  • Receive an iPad2 for attending presentation
  • Free first-aid kit
  • $25 American Express Gift Card
  • Free iPod
  • Pick your free T-shirt
  • Free customized report
  • Free hat
  • Receive a special gift for future Brigadier Foundation Members
  • Enjoy a personally selected bottle of wine & participate in your choice of executive discussion groups
  • A free book was offered to all individuals who completed the online survey
  • Free book of forever stamps
  • Receive a $25 gift card in exchange for a very brief meeting
  • Receive other personalized images
  • Receive “Schmooze Kit” and request a ride from the airport
  • Free iPod or a Sony digital camera
  • Free company genius mug
  • Free sample of New Era art printed on HP PVC-free Wall Paper
  • $10 Starbucks Gift-card
  • Free personalized wall calendar
  • $50 Gas Card
  • A sumptuous select of dynamic cheesecakes
  • a free Chick-fil-A Chicken Sandwich
  • offered a gift from the store in exchange for visiting the
    PURL. The gifts included a soccer ball, t-shirt, athletic shoes, and a cake.
  • $50 gift card
  • Free 6 week meal and exercise planner
  • personalized golf assessment and a pamphlet Secrets to Reading Greens
  • complimentary one-year membership to
  • The first 25 to respond receive a bamboo plant
  • Free Starbucks gift card
  • Free Personalized Poster
  • Receive a Nufarm hat & $50 gift card for meeting with a representative
  • Earn as many as six months of free membership by recruiting new members
  • Customized T-shirt featuring content uniquely generated from their replies
  • Win a FREE RSA USB Mobile Security Token



  • Help DIG choose a charity to
    receive a donation
  • Help us select the organization that will receive our gift
  • Apply to the rapid-response admission program
  • Hassle free solution to your business worries. Contact to learn more.
  • Download a review of the Strike 37 by Florida Sport Fishing
  • I’m lost. Need help, please rescue!
  • The class winning the challenge would earn the right to call themselves “Allegheny’s Top Young
    Alumni Class.”
  • Find out how you can share the catholic experience
  • Tell us what you’ve been up to
  • Help us reach our goal
  • Join the Wolf Pack
  • Don’t miss out on today’s historically low rates
  • To ensure a smooth transition… we’ve created a personal website for you”
  • See how much you qualify for.
  • Book now at your personalized Days In website…
  • Support the sash
  • Visit your personal symposium website to start your journey
  • Memories, Answers, & Your Voice May Be Found At:
  • Tell us what you think…
  • Take part in the ATC $500,000 Challenge
  • What Does Being Catholic Mean to Me?
  • Take the Vermillion digital test drive
  • Get away from traditional print communication
  • You’re invited to preview your newest subscriber benefit and create your FREE member account
  • Request a gratis exam copy today
  • Vote
  • View video
  • sneak peak at salem’s new video


Learn More

  • Learn more about our exciting New and Exclusive Customer Rewards Package and a chance to win a iPod Mini, Detailing, and other Great Prizes
  • Learn more about the Holiday Wish RSVP offers
  • Visit your personal webpage for more information
  • Learn how Capitol College is perfect for you
  • For more information go to…
  • Learn more about the program
  • Visit your personalized url for more information…
  • To learn more…
  • Visit us online…
  • Help the Humane Society learn more
  • Learn more…
  • It’s day at Bryant-Denny Stadium. Find out why.
  • Learn more…
  • View the full collection and more details online
  • For more information and to purchase tickets


4 New Purlem Design Themes

Unleash your creative genius with our 4 new design themes just introduced today!

Easily make them your own by adding your images, logos, colors, fonts, and more.  Adding video and other media is a snap. And they are pre-optimized for mobile so they will look great on all of your devices.

You don’t have to be a web developer to create beautiful PURL landing pages.

PURL Landing Page - Watercolor

PURL Landing Page - Watercolor

PURL Landing Page - Computer

PURL Landing Page - Video

A PURL Word Cloud

After creating the Ultimate PURL Case Study Directory, I thought it might be interesting to create a word cloud from the data. So I copied out the content from each case study, and used to generate a word cloud from the most frequently used words.

Thought it was pretty interesting how good of a showing words like students, university, alumni, and college made. Think universities are having some success using PURLs as a recruiting tool?

Personalized URL Word Cloud

How to Track Offline Marketing with Campaign URLs

So you need to track your offline marketing efforts to see which ads are working and which aren’t?

Accomplishing this is really quite easy.  The trick is to simply give each advertisement its own unique Campaign URL.  For instance…


In this case, the TV, Billboard, and Magazines ads each has their own URL.  When combined with Google analytics, these Campaign URLs will give you insight onto which ads are generating the most profit for your business.

Unique URL Analytics

Here are the 4 simple steps to creating your Campaign URLs…

1) Create Campaign Folder


First we want to create the campaign folder.  To help get you started, download the file.

If you unzip this file, you will find that it contains a folder named TV.  The folder name will define the unique part of the URL.  For example…

  • If your folder is named TV, the URL will be
  • If your folder is named Billboard, the URL will be

Feel free to rename the folder to whatever you would like the unique part of your URL to be.  I’ll still continue to refer to this folder as the “TV” folder.

Open the TV folder and find a file named index.html.

You can open this index.html file with a simple text editor such as Mac’s TextEdit, PC’s Notepad, or any HTML editor.

If your familiar with HTML, this doesn’t need much explanation.  Simply replace the the Google Analytics code with your own, set the page that you want to redirect the visitor to, upload to your server, and your done.

If you need more explanation, read on…

2) Define the Redirect Page

With the index.html file open, find the line that says…

window.location.href = ""

Replace with the domain name that you would like the visitor redirected to.

You may notice that we’re using javascript’s setTimeout function.  We do this to make sure that Google Analytics has enough time to actual register the visit, before redirecting. This is important, otherwise you may be missing out on tracking crucial hits!

Save the file.

3) Adding Google Analytics

If you don’t already have a Google Analytics account, set one up now.

Find and copy your Google Analytics Tracking Code.

Next locate the Google Analytics Code in the index.php file.

<!-- Googly Analytics -->
<script type="text/javascript">
var _gaq = _gaq || [];
 _gaq.push(['_setAccount', 'XXXXXXXX']);
 _gaq.push(['_setDomainName', '']);
<!-- END Googly Analytics -->

Delete the existing Google Analytics Code and replace it with yours.

Save the file

4) Upload to Your Website

Next you will upload the TV folder to your website. If your unsure how to do this, Godaddy has a terrific tutorial on Uploading Files to Your Website.

After the upload is completed test out your work by visiting (or whatever you renamed the TV folder to).  You should be redirected to the final destination page, and the results should be tracked in Google Analytics.

A little hint – when testing,  Google Analytic’s Real-Time feature is awesome. This way you can see your testing activity tracked in real-time.

Personalized URLs for Extra Credit

Campaign URLs are great for when your working with static advertisements.  A static ad does not change – every person sees the exact same ad – think magazines and billboards.

But there are other advertising mediums that make it really easy to personalize the ad to each and every recipient – think email or direct mail.

Your already doing this with email. If you ever sent out an email blast, you likely greeted each person by their name – “Hi Joe,” or “Hi Sally,”. This is personalization in action. But now your going to take it to a whole new level.

The call to action in your email is probably something like…

“To learn more visit our website at

A Personalized URL will take “” and personalize it to each and every recipient. Such as…


You get the idea.  Everybody, get’s their own Personalized URL.  Personalized URLs take campaign URLs to a whole new level.  Now, your not only tracking which campaigns are getting the most response, now you tracking exactly who is responded to your message, when they responded, and what actions they took.  This, my friend, is extremely valuable information!

Utilizing Personalized URLs will significantly increase your response and conversion rates. Ultimately, that means more money in your pocket!

So when is it appropriate to use Campaigns URLs vs Personalized URLs? Here is a brief chart showcasing which advertisement mediums are best suited for each.

Campaign URLs Personalized URLs
Press Releases
Online Banners
Direct Mail


I know what your thinking… These Personalized URL things must be expensive. And you would be right… 10 years ago!  But technology in the last decade has made Personalized URLs not only affordable, but extremely easy to use.

Variable Data Printing is the technology that allows printers to dynamically print the unique Personalized URL on each Postcard, Direct Mail Piece, or letter.  This used to be an expensive process.  Now, nearly every printer has the technology and can execute it for pennies.

Actually creating the Personalized URLs (also known as PURLs), also used to be very expensive and time consuming.  Now, you can get started with 100 PURLs for free with our software –  And it is so incredibly easy!


Ireland Marketing Agency Reviews Purlem

Alan Fagan, a Marketing Whizz at Data Conversion Direct recently wrote a very nice review of Purlem.  Data Conversion Direct is a marketing agency in Ireland that helps companies connect with their customers. In the post PURL & Simple, Alan wrote…

With Purlem, PURL campaigns no longer require a team of web developers or a massive investment. Purlem makes it easy and if you take the time to address the data protection requirements, PURLs can be a hugely effective response mechanism for your direct mail campaigns.

That is only a small part of the comprehensive review written by Alan. I’d encourage you to check out the entire post here if you are considering using Purlem for your next PURL marketing campaign.

Thanks Alan for a great review of Purlem!

Express Pigeon

Yesterday I met with the Igor Polevoy and Scott Winterroth with Express Pigeon.  Igor has been working tirelessly the last couple of years making Express Pigeon the absolute best email marketing platform.  Something that would kick Mailchimp to the curb.

Like you, I was skeptical.  How can anything be kick Mailchimp to the curb?  But Igor demoed Express Pigeon to me, my jaw dropped.  It has some serious potential to make big waves in the email marketing industry.

Great work Igor and Scott on a solid product! I look forward to integrating Purlem into Express Pigeon in the near future.  This would allow you to easily create Personalized URLs for each of your email recipients and drastically increase click-through rates.

The Lost Art of Humanization

I just read an article in USA today about how Sprint sent 470,000 hand-written thank you notes to their customers. I think this is a brilliant way of helping a large corporation like Sprint feel, well, human.

It is very rare that you actually get something that is hand-written in the mail.  When you do, it makes an impact. It shows that the sender took enough time out of his day to actually take out a pen (something that people used to use to make marks on paper) and write a note.  The recipient, in turn, feels special and appreciated.

Humanization is just as important for small companies.  For the past few months I have been sending a handwritten welcome card to new Purlem users.  I couldn’t tell you how many times I received a phone call or email back from people I’ve sent these cards to.  It shows, or at least, I hope it shows, that we are not a fly by night company.  When your company is 100% online like Purlem is, you very rarely meet with prospects or clients.  It is extremely important to show then that you are real.

Humanization is a lost art, and when you integrate it into your marketing efforts, it stands out and makes an impact.

Purlem Handwritten Welcome Letter