American Printer's mission is to be the most reliable and authoritative source of information on integrating tomorrow's technology with today's management. awards ‘Golden PURL’ honors

Feb 7, 2011 12:00 AM

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Cross-media software provider announces the winners of the company’s 2010 “Golden PURL” awards. This annual award is given to customers who run successful direct mail campaigns using personalized URLs (PURLs) and dynamic landing pages to capture responses.

The “Highest Response Rate” was awarded to Westland Printers of Laurel, MD, for the organization’s work with a major cable corporation. The innovative “Top Dog” campaign’s direct mail piece asked customers to visit a PURL and give feedback in exchange for a free gift card or other prize. The program had such a high response rate – 43.5 percent – that the cable provider is planning to run it for the rest of 2011.

The Golden Purl for “Best Visit-to-Response Rate” was awarded to Visions Inc., a full-service marketing and printing provider based in Brooklyn Park, MN, for a postcard campaign run on behalf of a major casino in the Southeastern United States. The campaign featured a postcard containing a PURL aimed to drive traffic to the casino during off-peak hours and to capture e-mail and phone numbers for future opt-in marketing initiatives. The campaign resulted in the highest visit-to-response rate outcome of the year: 98.8 percent. Overall, the campaign captured over 14,000 e-mail addresses and more than 11,800 phone numbers. According to David Hull, Vice President of Business Development at Visions Inc., the casino intends to remarket to these consumers using both e-mail and mobile tactics, as part of its overall marketing strategy.

Both Westland Printers and Visions Inc. were presented with plaques to acknowledge their accomplishment.