Personalized URLs

Personalized URLs

Personalized URLs: The Ultimate Tool

Personalized URLs, often called PURLs, are unique web addresses created for each individual recipient of a direct mail or email campaign. These URLs direct recipients to a customized landing page specific to their interests or demographics.


Response rates for
Personalized URLs1

You Can’t Go Wrong With PURLs

This personalized approach increases engagement and conversion rates by making the message directly relevant to the recipient. Personalized messaging is essential considering the evolution of consumer behavior as increasingly occupied and less tolerant of vague content.

PURLs of Wisdom

Another benefit of using PURLs in direct marketing campaigns is the ability to track and measure success. By using unique URLs for each recipient, marketers can easily track which recipients visited the landing page and took a specific action, such as filling out a form or making a purchase. Companies can use this information to optimize future campaigns and more effectively target unique segments of the audience that are most likely to convert


Increase in conversion rate using
personalized CTAs rather than generic CTAs3


Number of marketers preferring
personalized URLs (PURLs) to track response
rates of direct marketing campaigns2

Never Stop Learning

Additionally, companies can use this information to gather valuable data on the behavior and preferences of individual recipients to create more targeted and effective marketing campaigns in the future.


  1. Marketing Sherpa: pURL Marketing Case Study 2022
  2. ANA Report 2021
  3. Hubspot 2021

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