Personalized URL’s

One of the best ways to connect with your customers is to personalize your communications.  A new trend in eMarketing is using personalized URL, or PURL, which is a customized web page or microsite with a unique address for each customer on your list. Incorporating PURLs into your direct mail and or email campaigns, gives you a greater opportunity to connect your messaging with the interactive capabilities of the Internet, which will help convert more direct mail recipients into qualified prospects and valued customers.

A common example of a PURL is a web page or microsite with a URL such as www.xyzcompany.com/johndoe, in which “John Doe” is a recipient who receives a direct-mail or email message that encourages him to visit the web page or microsite. For each recipient on the list, the web address is unique to the recipient, as is the content of the web page. Also, if a visitor to the web page or microsite is asked to answer a few questions or provide information, the answers provided can be immediately used to determine which secondary pages the visitor is directed to or what specific information is included on secondary pages.

Because a PURL site is personalized, a conversational or more direct tone in the language of the site content can be used to enhance the visitor’s sense of engagement with the organization. However, try to avoid overly detailed and personal level of information on your PURL, this may lead a visitor to feel his or her privacy is being invaded.

Utilizing PURLs are a great way to connect with your customers and prospective customers:

  • Enhance marketing campaigns and messaging
  • Gather and update key customer data
  • Track activity and preference
  • Measure campaign successes
  • Educate potential customers about your company in a fun, interactive way

The costs for a PURL campaign will vary depending on web page or microsite design, programming/data integration, the number of recipients in your list, and the time length of the campaign.

If you are considering using a PURL in your next campaign, please contact us for more information on how we can help you take full advantage of this cutting-edge marketing tool. We have all of the expertise you’ll need.

Written By: Jeff Dailey - Principal and CEO
Jeff has been at the forefront of eMarketing for nearly eighteen years, including the planning, development and implementation of more than 350 websites in the B-to-C and B-to-B sectors. Several of these sites have won national awards from PCWeek and eWeek magazines, Information Week magazine and Harris Interactive.

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