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Landing pages connect with direct marketing and your customers!

Contributing Solution Provider

Landing pages connect with direct marketing and your customers!

PurlA landing page, (some call them PURL's) in conjunction with email or direct mail, 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 email handbook to help you design a landing page that gets the most out of this 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 or service 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.


Remove visual distractions. People have a tendency to add unnecessary images to digital marketing. It’s like having too many calls to action on the same page—you must be careful to not distract the reader from the main goal. Remember, “less is more.”


Most customers prefer you learn the channel they like to use for communications. Until you can gather that information, use the big three: email combined with direct mail and a landing page for the initial communication. Getting the preferred channel of communication becomes a lot easier.


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 marketing and increase revenue.


Have a safe and wonderful 4th of July.


Everything marketing starts and ends with your customers... cater to them, listen to them and react to them. The results will amaze you.



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