11 Ways to Perk Up Your pURL Strategy
Reap the benefits of personalized URLs by applying these best practices shared by expert marketers
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Britt Brouse
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1. Start With Squeaky-Clean Lists
First, be sure to update and validate your mailing list. Then, Longacre suggested choosing the appearance of the pURLs—all capitalized, all lowercase, first name and last name—and checking that your pURLs’ appearance is consistent with your data file. “Some names will be missing fields; some will have them combined together, or combined with Mr. and Mrs. If the pURLs are too long or unwieldy, you are defeating the whole purpose of making it easy for people to respond,” he warned.
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