Introducing Social Share & Track

I just released Social Share & Track in Purlem’s campaigns! With a simple click of the button, you can add social share icons to your PURL landing pages.  This gives  visitors the ability to share their PURL landing page with their social networks. Any easy way to add a viral element to your PURL landing pages.  Here is how it works…

Tom Smith receives a postcard enticing him to visit his Personalized URL:

PURL Postcard

Tom then visits his PURL to claim his offer:

Social Share PURL

Tom is asked to share the offer with his friends. It’s such a great offer Tom decides to Tweet it.


Now Tom’s friend (we’ll call him Bill) sees the offer on his Twitter feed. Bill visit’s the offer page and which requests some additional information.


After Bill completes the form, he taken to his offer page, where he to can share with his friends.  All the while, Purlem is doing some serious tracking in the back end. You can use this to track visitors who have shared the PURL page with their friend or colleague and who they have influenced.

All of the Social Share and Track results are available in the results export from Purlem’s dashboard.  Were soon going to be releasing a new results page that will be much prettier (for all you visual folks out there!)

Learn more about how Purlem’s Social Share & Track works.


Batch Download PURLs

Released the new Batch Download feature today that the MEGA Purlem users will enjoy.

Purlem Batch download feature

Before, when exporting PURLs, users with more than 20,000 contacts would receive multiple files to download. For the MEGA users, this would mean that in order to export PURLs out of their campaign, they would end up having to download several, if not hundreds of files. This was not only slightly annoying, but opened the door for user error when trying to mesh the files back together.

With the new Batch Download feature, users with more than 20,000 contacts will be given 1 file. Were able to accomplish this by creating the file behind the scenes. When the file is completed, we will shoot you an email notifying you that you can download the single (probably massive) CSV file.

This was another feature that many Purlem users have requested. Always trying to make Purlem better and easier to use. Your feedback is welcome – we actually listen and take action!

Adding SMS Text Messaging to PURLs with Twilio

Did you know that you can easily integrate SMS text messaging into your Personalized URL (PURL) campaigns?  Thanks to Twilio, it only takes literally minutes to setup.  In this video, I start from complete scratch, and have Twilio integrated in less than 8 minutes.

SMS text messaging is something that several people have requested over the years to be integrated into Purlem.  Unfortunately, demand is not high enough to warrant a direct integration into Purlem’s dashboard. But this is a good option for those that still would like the feature.

Feedback, suggestions, or creative ways to use SMS integration with PURL campaigns is welcome!

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.

Purlem’s Design & Development Services

Yesterday I launched Purlem’s Design & Development pricing page.  I found myself giving ballpark prices over the phone for custom PURL landing pages quite often.  Most projects seemed to fit into one of three categories that I’ve named Basic, Smart and Integrated. Hopefully this will help to give those that need a custom PURL landing page created an idea of the cost.

Purlem Landing Page Design & Development


The Basic PURL landing page is represented by the Cadillac dealership. Basic landing pages typically consist of a welcome page with a form, and thank you page.  Adding variable text, images, and basic conditional statements (ie: if car = Cadillac, then do this), is included in a Basic design. You can also enhance your Basic pages with videos for no additional charge. All Purlem features such as reporting, email alerts, auto-repsonse emails, password protection, etc, are available in all packages shown.


A Smart PURL landing page adds some animations and interactivity that reacts to the visitor’s profile.  The USA Today example that represents the Smart page, has animation as well as interactivity.  It also displays a variable offer based on several different criteria associated with the visitor (geography, purchase history, interests, etc..).  Unlike the USA Today example, most Smart pages also contain a form.  When visitors complete the form, they could either be taken directly to the Thank You page, or may be show a sequence of pages each with their own questions.


For the Integrated page we used a fictitious university that combines technology used from many different PURL campaigns.  We used this to showcase the full capabilities of PURLs. Integrated PURL landing pages tie into 3rd party databases and APIs to offer a seamless experience for both the visitor as well as the marketer.  In this example, we are tying in with the University’s own database to dynamically show events that would be of interests to the visitor based on their interests and area of study.  We also integrate with Google Map’s API to display directions from the visitor’s home to the University. The landing page is also communicating with the University’s CRM in real time with the visitor’s browsing activity and answers to questions.  This allows the University place the most interested prospective students directly into their sales funnel for future follow up. With integrated pages, really, anything is possible.

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



Purlem’s New Unbounce Integration

I’m excited to announce today our Unbounce Integration. We all love Unbounce and the beautiful landing pages and results they provide. Now, you can combine Unbounce and Purlem to personalize your Unbounce landing page to each and every visitor!

Here is how it works…

Purlem will create a Personalized URL (PURL) for every person in your marketing database.

For example:

Then, you’ll send the PURL out to your potential visitors via email or direct mail.

Finally, when a person visits their PURL, they will be imediatly redirecting to their Personalized Unbounce landing page!

Pretty cool huh?

Learn more about how to Personalize your Unbouce Landing Page.

Or see how to Personalize Unbounce for your next Email Marketing Campaign.

Personalized Unbounce Landign Page

Pricing Variable Data Printing

The technology that allows you to print a Personalized URL (PURL) on each direct mail piece is called Variable Data printing.

A couple years back I survey over 100 printers on how much they would charge for printing 1,000 variable data postcards with a PURL .  The printers surveyed in this study can be seen at – and is a nice resource if your looking for a variable data printer.

Here are the project specs that were used for the quote:

1000 Postcards4x6
Full Bleed
3 Elements of variable data (no variable images):
1) Persons first name (on the front side)
2) Personal URL address (on the front side)
3) Mailing address (back)
Data Source: Excel file containing all Variable Data
Art: Art provided in requested format

What I found from the research is that many printers have no idea on how to properly price variable data. For the exact same project, I received quotes ranging from $100 to $995!  For the same exact project!

The average quote was $330. 

So this is all to say – make sure to get a couple, if not a few different quotes for your next variable data project.


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