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Personalized Landing Pages WILL Make Your Direct Marketing Effective

Category: Marketing

If you aren’t sure what PURL’s are and how they are applied, please visit Master Print’s Cross Media Marketing page, before reading any further. In our Cross Media section you will be able to see the break up of a campaign and view a PURL demo. Once you get a clear grasp on Cross Media Marketing, you can consider applying a campaign for store openings, product launches, service promotions, event invitations or a multitude of other marketing purposes, like monthly direct mail campaigns. So, once you’ve discussed doing a campaign through your print service provider there are a few things you should consider to ensure an effective PURL.

If you want to get creative with your campaign’s URL name, go to GoDaddy.com and do a little research on available domains. If you’re launching the LexiconXL (or insert product, event or campaign name), then it may make sense to launch a PURL that reads, www.JohnThomas.LexiconXL.com. Once you’ve begun working on the copy for the landing pages you will begin to mull over the infinite possibilities of questions you could ask for the survey and data pages. ONLY ask questions which you MUST have. If there’s data you’ve already generated, don’t ask it again. Keep these fields as direct and brief as possible and pave a simple and clear route to the “Submit” fields. Do not keep a generic, static skin for all landing pages. If the copy and images can be made relevant to the page, spend the time and resources to make them relevant. Your goal is to have a visually pleasing experience with the visitor. Customizing the thank you page, the thank you email and any other follow up material keeps relevancy momentum going to make the campaign more powerful and effective. Unless you absolutely have to (unless it’s a case study or white paper download), try not to include any distractions (ie. external links). If you do add a link, make sure it opens in a new window. The last thing you want someone to do is abort the campaign, without completing it.

Lastly, never forget to ask yourself: Is my company’s offer and incentive appealing enough to get someone onto a personalized web-site. Now, that’s a whole other story. Are you targeting, are you personalizing, are you testing and are you creative? If this is a print marketing discussion that interests you, I will cover these things in part three of our direct mailing discussion. Email me with comments, please, if you are interested in seeing this topic. PURL’s will give you valuable data. You will be able to see who visited the campaign, who responded and to what, who didn’t respond and who didn’t visit at all. You will be able to monitor responses and preferences and ultimately use all data to fully personalize follow ups for various segments.

Posted on Nov 23, 2010.

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