Should You Use Personalized URLs (pURLs) in Direct Marketing?

Should You Use Personalized URLs (pURLs) in Direct Marketing?

Personalized URL’s or pURL’s have been used for years in direct marketing.
You can find them being used in:

• Print
• TV
• Billboards
• Radio
• and Digital Channels

What are Personalized URLs?
The name basically explains it all.
It is a URL (www.domain.com) that is personalized for the recipient.
An example pURL: www.domain.com/JohnSmith

Why use pURLs?
There are a handful of reasons you may want to use pURLs.
Some use them to create a unique experience for the recipient while others will use it for tracking purposes (and some do it for both reasons).

In the above example we listed a Personalized URL that contained a recipients’ name, but many companies will use another type of pURL that some refer to as a Vanity URL.
An example Vanity URL: www.gifmemoreparty.com
This is a Vanity URL used by MTV to promote one of it’s campaigns

So Should You Use Them?
We say YES!