In other words, creative mail that skillfully employs the usage of personalized URLs will only enhance the chance a prospect will respond. Because personalized URLs are so eminently trackable, then the credit of a conversion will be given to both the direct mail piece as well as the landing page.
3. New Testing Group: the Landing Page
Just as testing remains a key to successful direct mail, the same is true with personalized URL campaigns. "Don't forget that testing here should still apply, yet is woefully missing," states Grant Johnson, CEO of direct marketing agency Johnson Direct.
For example, a test that shows conversion rates were much lower than anticipated usually points out that 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 Bob Bly, copywriter and author.