Friendly and Personalized URLs

What are Friendly and Personalized URLs

Friendly URLs are URLs that have easy to remember naming conventions in order to drive subscribers to websites. An example of a friendly URL would be www.exacttarget.com/SummerBonusPlan. Personalized URLs (PURLs) are URLs that point subscribers to landing pages that contain personalized and dynamic content. The PURL usually contains the subscriber's name to help drive conversion. PURLs provide greater campaign customization, making messages more directed and relevant. 

Why Use Friendly and Personalized URLs 

Both friendly and Personalized URLs provide the ability for a subscriber to navigate to a landing page apart from receiving an email. For example, a PURL could be advertized on a post card, store flyer, or linked from a web site.

How to Create a Friendly URL for a Landing Page

To use friendly URL you must set up and run your microsite first. Use the following steps to create a friendly URl for your landing page:

1. Open the landing page definition.
2. View the properties your microsite.
3. Check the Url box and enter the name of the friendly URL in the Key box.
4. Save your changes.

How to Create a Personalized URL for a Landing Page

Personalized URLs

Use the following steps to create a personalized URL for your landing page:

1. Name your URL by following the same procedure explained above for the friendly URL.
2. In your email click the link button.
3. Select Other from the Link To drop-down menu.
4. Paste your URL into the Link URL box
5. Add the Email or Subscriber Key substitution string to the end of the URL by including %%emailaddr%% or %%_subscriberkey%% into the URL after the last forward slash.

If the link was set up using the Microsite option the page still renders correctly using personalization and dynamic content, but the URL is not displayed as personalized. Rather, the URL would be a long string of unrecognizable characters.

How to Link to a Landing Page with a Friendly or Personalized URL

Use the following steps to link to a landing page with a friendly or personalized URL:

1. Designate your custom URL as covered above.
2. In your email, highlight the text to carry the link.
3. Click the Link button and type in your custom URL in the link URL: box. For friendly URLs, proceed to step 5
4. For a PURL add the subscriber's email or KEY at the end of the URL.
5. Click OK to save.

Note: Avoid using spaces in your URL because they will be translated as " %20", thus breaking the link.