Email alerts are triggered by PURL activity, and sent to provided emails in real-time to allow for quick follow ups. To setup email alerts for your PURL campaign, go to your Dashboard and select the Campaign you would like to add alerts to.
Once in the campaign's Alerts section, select the + Add Alert button. Enter the email address of the person that you would like to receive the alert, along with the Trigger Page and Frequency. The trigger page would be the page that when visited, triggers the email to send. The Frequency is, well, self-explanatory.