Personalized URLs, or PURLs, have become an important part of customizing marketing campaigns to specific people, and all sorts of businesses are taking advantage of the benefits. As reported by the Miami Herald, the Miami Heat basketball team uses PURLs for each of its season ticket holders to access their account information through the Heat’s web site.
PURLs can provide a variety of benefits to both your business and your customers. PURLs often include the name of the recipient, such as www.xyz.com/joesmith. This makes it easy for Joe Smith to remember the URL and be more likely to navigate to that site. This is especially important when using URLs on print media, where the recipient can’t simply click on a link. People like seeing their name in print, especially on direct mail pieces.
On the other side, your company can provide targeted copy and images to Joe Smith when he visits his PURL. This could be based on his past purchasing history, or based on demographic information contained in your mail file. You can also track Joe Smith’s activity on his PURL. For example, did Joe Smith respond to your call to action? Did he make a purchase, or provide the requested information? This analytical information can help you tailor your follow up strategy accordingly.
Continues at: The Magic of Personalized URLs.
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