How do I merge a Personalized URL (PURL) into my email?

How do I merge a Personalized URL (PURL) into my email?

What is a PURL?

A PURL is a unique URL designed to be associated with a specific individual or recipient. PURLs are typically used in email  to enhance personalization, track unique recipient engagement and responses.

Marketers use PURLs for many reasons, here are a few:
  1. Enhanced tracking: PURLs allow marketers to track the online activity of individuals who receive direct mail, providing valuable data about their engagement and preferences. 
  2. Increased personalization: PURLs enable the creation of personalized landing pages that are tailored to the individual recipient's needs and interests, potentially increasing conversion rates. 
  3. Multichannel marketing: PURLs can be used as part of a multichannel marketing campaign, integrating direct mail with online activities like email and website visits. 


 Setting up a contact data field to be used for PURLs

The first step is to ID an customize a field that will house your PURLs. Navigate to the Settings dashboard in your Delivra account > choose Data Setup > then choose Contact Fields.



We suggest using a Comment or Unicode Text field for PURLs because these fields have large character limits caps. Comment fields can store up to 1000 characters and Unicode Text fields can store up to 4000 characters.

Scroll through field listing or use the Search box to find a field. Hover over the field and click the Edit that appears to the right. In the Field Alias box, provide a name for this field that will be used for imports and will be visible in the application. Click Save.

Updating contact records with PURL data

Once you have create a field for the PURL, you will now need to upload contacts with their Personalized URL data. 

  1. Create your CSV file with a column titled the name of the field for your personalized URL.
  2. Import your saved .csv file and map to the necessary fields. (Map the personalized URL field to the contact field name you edited in part 1). 

 

Merge the PURL field into your email

Once the contacts have been imported with their own URL attached to them, you can now utilize the necessary merge tag in your email so that the future campaign will have a Personalized URL for your subscriber. 

  1. Create a new campaign, open a draft campaign or open your email template.
  2. Highlight the text, image, or button that you want to link to the PURL
  3. Select the Hyperlink button on the Editing Tool bar on the right side
  4. In the Web Address bar, place the merge tag associated with your Personalized URL field
  5. This will merge in the Personalized URL living in the demographic field.

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