Marketing campaigns rarely stay static. Landing pages change, promotions end, messaging evolves and channels multiply. Yet many campaigns still rely on fixed URLs that can’t adapt once they’re live.

URL redirects solve this problem, but only when they’re used intentionally. When handled correctly, redirects give marketing teams flexibility without breaking links, losing traffic or creating confusion for users.

For a practical walkthrough of redirect types and implementation options, this guide from urllo on how to redirect a URL breaks down the process.

Here’s how smart URL redirecting supports modern marketing campaigns and how to avoid the mistakes that quietly undermine results.

Why redirects matter in marketing

From printed materials to paid ads, marketing assets often live longer than the pages they point to. Once a URL is published on a billboard, QR code, email or ad creative, changing it isn’t an option.

Redirects allow marketers to:

  • Update landing pages without changing live links.
  • Reuse URLs across multiple campaigns.
  • Test messaging or offers without rebuilding assets.
  • Preserve attribution when URLs change.

Knowing how to redirect a URL correctly ensures these changes happen smoothly, without disrupting the customer journey.

Common campaign scenarios that rely on redirects

Seasonal and promotional campaigns

Campaigns tied to specific dates or events often need URLs that evolve. A redirect allows you to reuse the same campaign URL while updating the destination page as offers change.

This avoids:

  • Broken links in old emails.
  • Confusion from outdated landing pages.
  • Lost traffic from bookmarked URLs.

Vanity URLs and offline marketing

Short, memorable URLs are essential for offline campaigns on signage, packaging, podcasts or live events.

Redirects make it possible to:

  • Point vanity URLs to long campaign pages.
  • Update destinations without reprinting materials.
  • Measure performance over time.

QR codes

Once a QR code is printed, the destination URL must remain flexible. Redirects allow teams to update the landing experience, localize content or end campaigns gracefully without invalidating the code.

A/B testing and iteration

Redirects are often used to route traffic during tests or phased rollouts. The key is ensuring temporary redirects don’t accidentally become permanent fixtures that interfere with long-term performance.

Where marketing teams run into trouble

Despite their usefulness, redirects can cause problems when mismanaged.

Redirect chains

Stacking multiple redirects, often the result of layered campaigns, can slow page loads and complicate analytics.

Sending everything to the homepage

Redirecting expired campaign URLs to the homepage may seem harmless, but it creates a poor user experience and weakens relevance.

Losing attribution

Improper redirects can strip tracking parameters or break analytics continuity, making it harder to measure campaign success.

Best practices for campaign-friendly redirects

To keep campaigns flexible and data intact:

  • Use permanent redirects only for permanent URL changes.
  • Redirect campaign URLs to relevant, equivalent pages.
  • Avoid chaining multiple campaign redirects together.
  • Preserve tracking parameters where possible.
  • Audit redirects regularly, especially after campaigns end.

Final thoughts

Redirects are one of the most underutilized tools in a marketer’s toolkit. When used strategically, they allow campaigns to evolve without losing traffic, trust or measurement accuracy.

By treating redirects as part of campaign planning, not just a technical afterthought, marketing teams gain the flexibility they need to adapt quickly while maintaining a consistent experience for users.