JFM Concepts Publishes “The Truth about PURL Formats”

March 15, 2010 - PRLog -- JFM Concepts recently released a brief tutorial about the best format for the use of Personalized URLs (PURLs) on the Cross Media 1:1 Marketing blog.   The author has personally created and analyzed several thousand direct marketing campaigns using PURLs in every format imaginable.  The analysis of these campaigns, across hundreds of B2B and B2C verticals, provide very clear guidance based on the results of statistically significant split tests conducted regularly since 2004.  The take aways from the article are that:

• 15 % of recipients truncate their name from the PURL and the system needs to account for that in order to deliver the correct content and maintain accurate tracking
• A Purl that features the recipients name performs, on average, 64% better than a code or quasi name driven PURL such as “smith6526”
• Using DNS records is the easiest and most effective way to run multiple campaigns with segmented reporting to the same recipient at the same time on multiple channels with segmented tracking without having to acquire multiple web addresses or use multiple PURL names

See the complete article at Cross Media 1:1 Marketing at http://crossmedia.typepad.com/cross_media_11_marketing/20...

# # #

JFM Concepts is a full service cross media marketing technology firm featuring the VDP Complete® marketing system and VDP Web® Online. JFM specializes in creating variable data cross media marketing technologies with Personalized URLs for commercial printers and agencies.