Vacation.com Launches Personalized Consumer URLs

Published on: May 5, 2009

Vacation.com is launching personalized URL addresses, known as PURLs, to generate a custom-made email and landing page for every consumer recipient. Created in partnership with the Globus family of brands and Passport Online Inc., the PURL campaign is the latest enhancement to Vacation.com’s award-winning direct marketing program, Engagement, which also employs sophisticated segmentation and discretionary income analysis. Vacation.com chose this new marketing approach to produce an even stronger response from customers. PURL emails are expected to elicit a click-through rate 300 to 500 percent higher than typical promotional emails.

Clients of Vacation.com members who have opted into the current Globus promotion will receive an email personalized with a link to their own individual URL, such as www.JohnDoe. TheYouTrip.com. When the consumer clicks on this link, they will be taken to a Passport Online-hosted webpage with details on a Globus North American family vacation. This page is further personalized with the family’s information, a note from the Vacation.com member agency reiterating the great value of the offer and an individualized coupon valid only with the member agency. For more information, visit www.JoinVacation.com.