Several hot topics in the direct marketing community were covered at the first-ever Direct Marketing Day @ Your Desk 2011, a virtual event put on by Target Marketing magazine and DirectMarketingIQ. One such topic was Personalized URLs, and a lively 45-minute session featuring Jason Ellis, vice president of business development at Accu-Print and Steve Duffy, director of online marketing at Anderson Direct Marketing.
Both demonstrated how PURLs are key to both direct mail's and email's future because of their inherent smarter targeting, data-driven communications and integrated marketing. While Duffy went over a case study about how to engage C-level executives with a PURL campaign (for a major health care provider), Ellis went over some key PURL best practices.
The landing page, of course, is the page the user sees after clicking (email), typing (from direct mail piece) or scanning (QR Code, with mobile phone) the Personalized URL.
Ellis stated that more than 80 percent of people leave the page after a quick glance, and it only takes 0 to 8 seconds to decide if they will go further or leave. In other words, after 8 seconds they will see if there is a compelling offer to get them to stay or move on.
Most common reason people leave? LACK OF RELEVANCY!!
Here are a few best practices that he discussed:
1. Use Simple and Easy URLs
Make sure that you display them appropriately on your marketing piece in several places that prospects will notice.
DO NOT USE:
Instead, the shorter the link the better chance people will get to it. Such as:
Using the name before the URL significantly increases your hit on the landing page.
2. Maximize Relevance
Pre-populate the fields on the landing page to make it more likely for the prospect to take action. Copy should change based on person hitting landing page, so make sure it's versioned properly. Similarly, images should be relevant to user hitting landing page.