In terms of responding to a direct mail offer, a PURL offers the advantage of preloading all of the individual's personal data to the website.

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A PURL (personalized URL) is a unique web address personalized for each individual. When a recipient of a direct mail offer visits their PURL, all of their personal information is preloaded onto the website, making the experience faster and more personalized.

In Terms of Responding to a Direct Mail Offer, a PURL