Most direct marketers are aware the use of personalized URLs (pURLs) can generate explosive campaign results. However, the common misconception is pURLs is a magic potion…. “POOF” and it will generate the results you want.

The truth is, pURLs are more like a bomb… if not handled with care, it will go “BOOM!” and blow your campaign into chunks of wasted effort.

On Demand Expo newsletter published an article exploring the common mistakes to avoid when using pURLs in your campaigns…