Just in case you were wondering, here's some information on what the industry pundits are saying about PURLS and their eventual proliferation into the mainstream marketing world:

43% of consumers prefer to respond to an advertisement online - Source: Direct Marketing Association (DMA)

Personalization allows direct mail, which traditionally has less than 2 or 3 percent returns to obtain returns greater than 5 percent. Some of the more effectively designed programs can achieve returns of 20 to 30 percent - Source: PURLS of Wisdom (http://www.sbtechnologymagazine.org/magazine/read/archives/articles/arti...)

1. Over thirty-three percent of websites offer behavioral targeting, or relevant offers.
2. Spending on targeted marketing will jump from 575 million in 2007 to 3.8 billion in just three years
3. “The Holy Grail for online ad targeting is a combination of the behavioral technique on top of other methods, especially search… the combination will be popular: 55% of search engine advertisers would pay a premium of 11% or more for behavioral projections to help target paid search advertising…”
- Source: Behavioral Targeting: Advertising Gets Personal, by eMarketer.com
http://www.emarketer.com/Report.aspx?code=emarketer_2000415 and http://www.democraticmedia.org/jcblog/?p=309

Incorporating web analytics into email campaigns increases response rates by up to 5% and open rates up to 13% - Source: Jupiter Research

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