A key advantage to using unique URL’s is the ability to more accurately calculate the effectiveness of a campaign by recording visits to the web. It is possible that an offer was relevant to the recipient but it was not the right time to move forward, the prospect was distracted, or the piece slipped their mind. By identifying those recipients that showed at least some level of interest to the offer, we can begin to rank prospects and concentrate marketing efforts on those most likely to respond. This level of targeted
marketing takes time to develop, but has been extraordinarily successful for many firms.
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