The Key to PURL Success: Landing Page Integration
Goodman gives an example of a marketer trying to get leads for sales reps: A website allows prospects to get information that will allow them to make a purchase decision without ever speaking with a sales rep. "If you are going to send somebody to a site, it should be with the specific intent of following the line of the campaign - i.e., buy a product, generate a lead, download a whitepaper," he recommends.
And just as testing remains a key to successful direct mail, the same is true with PURL campaigns. Testing here should still apply, yet it's a step that is often ignored, to the detriment of the campaign being run.
For example, a test showing that conversion rates were much lower than anticipated usually points out the landing page wasn't synced properly with the direct mail piece, and that could extend to the data, the personalization, the creative or the offer. "Not syncing the landing page with the direct mail piece that brought the prospect there is the No.1 destroyer of conversion rates," affirms copywriter Bob Bly.
Ethan Boldt is chief content officer of Direct Marketing IQ, the research division of the Target Marketing Group. For more information about "PURLs for Profit," click here. Ethan Boldt can be reached at email@example.com.