I don’t think there is a compelling enough reason to do personalized URLS. We are a variable data printing company and database marketers ourselves. We find PURLS are pushed by the digital press manufacturers as something expensive to sell that the buyer can use to generate business. It’s expensive to buy!
There tend to be a few quick uses for it and then PURLS lose their glamour. The primary use is to get data from a client. Wow, it’s got my name in it! But the fantasy wears off after the first time; especially when they find out that it’s a fact-gathering expedition or survey only.
(Which is great once, but you cannot do monthly surveys without a reason.)
There are just so few reasons to use PURLS.
We focus more on personalization for increased appeal and response. There are many (much more secure) ways to get a client to interact online without PURLS.
In short, expensive gimmick, few uses for the same customer, cool only on the first day it rolled out.
I (We) have been building variable data websites since 1995 to work with direct mail campaigns. It doesn’t have to be fancy to be effective and you can do it quickly with simple landing pages.
By the way, did I mention that we invented a way to track direct mail through the normally hidden mailstream? When we do a mailing you can track the production of your piece online (since 1999) and also track when it is delivered to the US Postal Service. We also let you track each piece on its journey to its end delivery post office.
There are so many more things you can do on the cheap than to rely on PURLS.
Just my take, but then again I have been doing variable data printing and database programming for over 20 years in direct mail. Not meant as plug – just a reference of experience.
If you need a variable data printing quote just let me know. It’s one of the things we are famous for.