Personalised web addresses – an innovative new way to improve your click through rate

The trouble with many URL’s (web addresses) is that they appear faceless. They don’t relate to the customer in the same way that a piece of direct mail does. Imagine if a customer receives a piece of direct mail that’s been made personal to them.  If it includes a standard URL (web address) it can spoil the sense of personal engagement, which is where personalised URL’s, or pURLs come in.     A personalised website address which includes the recipient’s name will direct the recipient through to a page that is personalised for them. The page is created by specialist software only when the pURL is actually accessed. The user will see a webpage that’s as personal to them as a piece of print, which significantly increases the click-through rate.  It’s perfectly possible to achieve 20% click-through rate with a pURL.

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