8 Key Takeaways for Personalized URLs
5. Think Long Term: To use PURLs to their full advantage, invest in the long term, as they're best utilized to trigger future communications based on the data they can collect.
6. Use "Relevant" Personalization: Use gender prefixes, geographical locations and relevant images, for example, but don't go overboard by listing, for example, the exact amount of mortgage debt a prospective customer has.
7. One Size Does Not Fit All: Some PURLs incentivize to encourage visits, while many do not. Some mini-sites have a four-page structure, and others have only one page. Both depend on the campaign and the amount of data available.
8. Tracking Is Key: Tracking your prospects and how they're responding, such as what part of the landing page they're using, is fundamental to PURL success. It's what sets up lead nurturing programs and up-sell opportunities.
To read more about personalized URL best practices, as well as 10 comprehensive PURL case studies for such industries as retail, fundraising, publishing, financial services, restaurant service, software and conferences, click here.
Ethan Boldt is the chief content officer of DirectMarketingIQ, the research division of the Target Marketing Group and publisher of special reports, how-to guides and books for the direct marketing industry. He can be contacted at firstname.lastname@example.org