11 Ways to Perk Up Your pURL Strategy
2. Design Mailers to Push Prospects Online
Depending on the product or service you’re selling, you may not need to keep the design of the mailer and the landing page identical. “They have two different functions; the function of the mail piece is to catch the prospect’s eye in the mailbox and drive him or her to the Web. Once you get [the prospect] to the Web, the function of the site is to make the sale,” instructed Karen Riley, president and owner of Mt. Kisco, New York–based direct marketing firm, The MDI Group. “You have to find a way to entice and reveal that they’re going to get much more information once they get to the website.” Riley cited a pURL used for a magazine subscription offer, where the mail piece incentivized with cost savings, and the landing page flaunted the editorial content.
- Places:
- New York