Personalised landing pages for every direct mail recipient
Springwise points to LookWho’sClicking, a service from MindFireInc, that creates personalised landing pages for every recipient of your direct mail campaign.
When Mark Nagurski receives the direct mail piece from AnyCo, the mailer directs me to go to marknagurski.anyco.com. The custom message sells better than the home page and converts more visitors into leads.
Great idea.
Should you be doing the same?
So let’s extend this thinking. Many businesses struggle to tie their offline marketing together with their online marketing. In particular driving offline interest to online content.
If we take MindFire’s example the key is to create specific online resources tied directly to our offline marketing.
Do you direct your direct marketing prospects to your home page? If so, why not create a dedicated landing page that uses a specific sales message to drive newsletter signups?
What if you did the same with you advertising, your directory listings, your press releases, your offline article placement, your leave behinds, your business cards …?
For example, when my regular column hits the papers this week, the signature box will include a call to visit reallypractical.com/derrynewsreport (or something along those lines).
People do it all the time online – landing pages for PPC ads, landing pages for newsletter recipients – I’ve recently seen quite a few landing pages for Twitter followers.
You get the idea.
Not new, but not regularly practiced either
People respond to marketing that is for them. If you’re smart enough to create different offline tools to reach out to different markets then shouldn’t your online content do the same?
Fair enough, it’s not a revolutionary strategy. Brands have been using sub-domains and campaign specific mini-sites for years.
But are you doing it now?
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