A landing page, in conjunction with direct marketing using postal mail or email
allows your customers to access web pages that speak directly to them.
It’s a great tool for integrating offline and online messages to increase the effectiveness of your direct marketing campaigns.
Here are a few tips from our Direct Marketing handbook to help you create a landing page that gets the most out of the technology.
- Include a call-to-action. Create a sense of urgency or immediacy—give them a reason to buy or act now! Force the action, response, or purchase to occur now, rather than later or not at all. It’s obvious, but it can easily be overlooked as the campaign is developed. Don’t hide the call to action; make sure it is in plain view.
- Use appropriate design elements. The design of the page can influence the reader’s perception of the offer’s urgency. Use a variety of symbols and even reverse copy blocks to say “Hurry.” Include links to other pages if you need more space to explain a complicated product or to expound on the offer. You want to get the reader’s attention and to make sure they understand the product’s or service’s features and benefits.
- Don’t request too much information. Put yourself in the reader’s shoes—there is nothing more off-putting than a request for excessive personal information. You got them this far with the call-to-action, so don’t risk losing a sale by requiring information that you don’t really need. Now.
- Remove visual distractions. People have a tendency to add unnecessary images to digital marketing. It’s like having too many call-to-action on the same page—you must be careful not to distract the reader from the main goal. Remember, “less is more.”
- You can have fun with direct marketing in the traditional and digital worlds—combine tricks and tactics, work with benefits, and motivate your readers to consider something new. The goal is the same, to create more effective direct marketing and increase revenue.
Landing pages are quite the accomplice to direct marketing. They get visitors the exact information they need to say yes and demonstrate how easy it is to place an order. Direct marketing can make a buying experience more enjoyable for the customer and measure the effectiveness of different advertisements, copy or design with a landing page.
Plus, it can capture a customer’s email address. Give the reader a little incentive, or an offer of value, to capture an email. Don’t get greedy, just go for one and you’ll capture more later.
Remember direct marketing’s ABT – Always Be Trying or maybe it’s Always Be Testing. Either one will work for you, so give ABT a try.
“Together, Innovation, Motivation and Collaboration is the Now.”
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