The Key to PURL Success: Landing Page Integration
The following is an excerpt from the recent Direct Marketing IQ report "PURLs for Profit: Your everything-you-need-to-know guide to personalized URLs, including: Best Practices on why they work, campaign strategy, multichannel creative, analytics, and 10 Case Studies."
The key to any successful marketing "conversation" and PURL campaign is its creative, of course. Does the copy and design engage the prospect? Does it grab her attention right away with the right combination of copy and images? Does the PURL stand out? Does the creative behind it prompt the prospect to visit her PURL?
And once the prospect does land on that PURL, does it seem like she is on the same continuum, with similar engaging creative? Is there enough engagement on the landing page to get the prospect to take action?
Yes, those are a lot of questions, but it's the skillful management of the mail piece/email integration with the PURL landing page that will make or break your PURL campaign.
"You'll want the mail piece and the landing page (or email and landing page) to look similar so that the recipient knows they're part of the same campaign," explains Crystal Uppercue, marketing manager at Rockville, Md.-based direct marketing services provider EU Services.
Also, it's recommended that the copywriter remain involved with both the print/email as well as the landing page. "It would appear that too many marketers have one set of talent charged with online and a different set of talent dedicated to direct mail, and that no one is managing integration," describes Gary Hennerberg, president of The Hennerberg Group, a direct marketing company based in Colleyville, Texas.
Indeed, if not handled properly, "both websites and PURLs can actually be a barrier to sale when they are not prepared to carry out the original intent of the marketing program," claims Keith Goodman, vice president of corporate solutions for Modern Postcard.