What are Personalized URLS?

Personalized URLs, or Personal URLs are webpages with a unique identifier tied to them. Typically they take the form of www.yourwebpage.com/Firstname.Lastname or firstname.lastname.yourwebpage.com.

They allow you to more effectively segment and target different propects/ customers in a datalist. For example a campaign by Virgin could be narrowed by customers that use their travel, mobile, finance, etc and have content targeted at each segment.

How do I make it work? 

Personalized URLs work best as a way for your customers to respond to an Email or Direct Mail piece. By including a link to their own personalized webpage, you make it easier for prospects to respond immediately to an offer. On their webpage, you can also vary the offer based on data like frequency of purchase, last purchases or any relevant data you have already captured in your CRM.

Personal URLs also work well for web-based ads including pay per click (PPC), banner ads, etc. They work slightly differently in that you first need to use a data collection site to capture relevant data, before creating a personalized webpage with targeted offers.

How does it improve my response rates?

This question underlines the reason we started the Better Response Blog. With some of the techniques and best practices mentioned in the blog, you will be able to improve campaign response.

While responses rates differ by the nature of the offer, degree of brand recognition and effectiveness of your list, etc we have seen increases in response from a mass mailer to a personalized campaign in the range of 30% - 50%. With a client campaign achieving an ROI of 437%.