Landing Pages FAQ
Adding a Landing Page to your
next direct mail campaign can increase your response rate
and help you better understand your prospects and customers.
What is a Landing
Page?
A Landing Page is a special
type of web page that allows your prospects to respond to
direct mail. When you include a Landing Page, your prospects
have a convenient online alternative to traditional response
methods like call centers and business reply cards.
How do my prospects
access my Landing Page?
Your prospects access the
Landing Page by entering a URL (a web address) provided
on the mail piece. This URL can be personalized to each
mail recipient (e.g., JohnSample.MyOnlineReply.com).
How do Landing Pages
work?
Landing Pages can work in
many different ways. One example is as follows:
- A direct mail piece invites
the prospect to visit the Landing Page.
- The Landing Page entices the prospect
to register or find out more information about the offer,
product, or service.
- The Questionnaire Page captures information
relative to a specific campaign. Based on the prospect's
answers, a lead can be distributed to the appropriate
interaction center for a follow-up call.
- The Registration Page captures or
confirms profile information about the prospect (e.g.,
address, phone, email).
- A Thank You Page is then displayed
to the prospect where more information about the product
or service is available (e.g. white papers, online product
demonstrations, and so on).
Each step of the process is
carefully tracked in order to monitor the response rate
of the channel, the click-through rate of the questionnaire
and the conversion rate of the leads.
When my prospects arrive at the
Landing Page, what do they see?
When your prospects arrive at a campaign
Landing Page, they will see a page that incorporates your
brand identifiers, your campaign creative, and offer-specific
messaging.
When prospects visit your Landing Page,
they can:
- see details on your product or offer;
- enter or confirm contact information;
- request more information;
- make a purchase; and sign up for
additional offers, email notices, or newsletters.
How does a Landing
Page increase the effectiveness of my traditional direct
marketing?
The benefits of a Landing
Page are numerous. For example, a Landing Page in conjunction
with a direct mail campaign now makes it possible to quickly
generate sales leads for a new product launch. As prospects
receive the direct mail piece, they can conveniently respond
to the offer online.
Since the campaign results
are made available as prospects respond, in real time, you
are able to monitor all aspects of the Landing Page, adjusting
messaging, content and creative as needed to improve response.
If you wish to continue communication
with the prospect, MailConnect®
provides the tools to continue communication via personalized
email, thus reducing the cost of ongoing communication by
leveraging email as a cost-effective communication channel.
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