pURL and Landing Page Tips in Your Direct Mail Campaign
You’ve decided to launch a direct mail campaign and use a personalized URL (pURL) as part of the campaign. Here are some tips on making the experience as enticing and simple as possible for potential responders.
1. Make Sure the Landing Page Ties to the Marketing Message. The landing page should have the same look and feel, and even the same message, as the direct mail piece. Keep the experience seamless to the customer. For the respondent, seeing the same message helps confirm they are in the right place. The message on the landing page should be as customized and personalized as possible.
2. Think Mobile. These days you can hardly swing a cat without hitting someone using either their smartphone or tablet. You must plan for this – no excuses! If it isn’t simple for the user to not only get to but use your landing page, they will just click away from it. This can be a significant portion of your response rate. Treat it as such.
3. Pre-fill Forms. If you are asking the respondent to fill out a form – such as subscribing to your newsletter – pre-populate that form as much as you can. The less work for the respondent, the better.
4. Don’t Ask for too Much. Don’t place huge information requirements on the respondent. Sure, you want data on your customers/prospects, but the more information they have to fill out, the lower the response rate. Very few respondents are going to wade through a 6 page, 30 question survey. Get only what you need for this particular campaign. You can always ask more questions as the relationship develops.
5. Employ Best Practices. Just as in any direct mail piece, your success lies in your message, call to action, offer and list. Your direct mail piece will drive the respondent to your landing page where they will complete some action (place an order, take a survey, download a white paper). Search out best practices; Hubspot offers some excellent tips for creating landing pages.