Smile—and Flash Your pURLy Sites
Surveying lists for duplicate names and otherwise assembling the data for pURLs will up the prep time on any campaign. To avoid adding even more time, Hudetz suggests keeping your IT department out of the process. “That’s a big flaw that we almost stepped into, as it will take IT six to 12 months to reinvent the wheel,” he says. By going with an established provider, you’ll get started more quickly and have access to immediate reports and tracking.
Once you start exploring the possibilities with pURLs, which can be personalized to any degree that your budget can bear, you’ll come to see them as an invaluable tool. Says Bronstad, “From a marketing standpoint, I love them to death.”
W. Eric Martin is a freelance writer and editor. He can be reached at firstname.lastname@example.org.