Whether communicating with a personalised print piece or an email, cross-media campaigns typically use a website to connect to these media. There are two types of commonly- used URLs, PURLs and GURLs. A personalised URL (PURL) is a unique Web address. It includes a unique identifier as part of the URL link that varies per individual. Created from your database, each PURL leads to a personalised landing page which holds content specific for that individual. A PURL is connected to the original database and leads to a dynamic website where the campaign recipient can interact and have a conversation with you. All information obtained through these interactions is used to instantly update the recipient's Web page, or be reflected in the next communication, enhancing the experience.