Personalized Websites Boost Direct Response Initiatives
Headquartered in New York City, interactive marketing and communications provider NAK is offering clients a new way to improve the effectiveness of direct response campaigns by combining the persuasive attraction of direct mail with the interactive power of personalized websites. Supporting the effort is proprietary technology from MindFireInc., whose flagship product, LookWho’sClicking?, is a Web-based application suite that helps automate the creation and management of personalized URLs (PURLs), personalized landing pages and tracking reports.
NAK first creates an attention-grabbing postcard that provides each prospect a website address containing his or her name. The PURL is the key to accessing a Web landing page that is custom tailored to reflect the prospect’s preferences. By visiting the landing page, prospects can download valuable information, respond to survey questions, request a consultation or correct their contact information.
The high-level of interactivity makes the landing page an effective platform for building relationships between prospects and sellers. Sophisticated tracking and profiling modules let NAK and its clients monitor prospect activity in real time and analyze the action, allowing campaigns to be adjusted on-the-fly in response to prospect behavior. The reporting functions also let sales reps better time and craft their calls to would-be customers.
NAK’s interactive and integrated solution has the power to sharply increase the return companies get from their marketing dollars. “The deluge of spam seriously compromises the impact of stand-alone e-mail campaigns,” said NAK president Thaddeus B. Kubis. “And, while personalized direct mail attracts attention, it doesn’t provide an interactive connection with the prospect.”
Kubis emphasized the importance of proactive project management to the success of interactive campaigns. “From list generation, to creative, to personalized printing, to website development, every element of the campaign needs to be integrated if you’re going to achieve maximum impact,” he said. “This is the way to cut through the clutter with the power of personalization. This technology helps build relationships, and that’s what you need to generate sales.“