Some URLs are nicer than others...

I got a plain-text email today from a business-to-consumer (B2C) site:

Dear John,

Blah blah blah
....
www.example.com/VR/odd/___101:?z=15
....
blah blah blah

I'm sure there's a good reason for all that stuff- but it's not very attractive. And it's not necessary.

I only hope that it was part of an A/B split test and it was being tested against other URLs like

www.example.com/free-gift
www.example.com/john
www.example.com/vip-scheme

The whole purpose of the email was to get me back on the site. If I'm scared of the link then I don't click and don't go on the site.

Turning this round: if I'm intrigued by the link then I'm more likely to click on the link and more likely to go back on the site.