Last year ExactTarget did a study on channel preferences, which found that “direct mail influences 76% of Internet users to buy a product or service online.” That’s too big of a number to ignore.
In fact, one of our own customers is consistently seeing a conversion rate of 30-40% from direct mail pieces. They achieve this through dedicated landing pages for their B2C campaigns, and personalized URLs (PURLs) for their B2B campaigns.
Conversion rates of this magnitude suggest exactly what the ExactTarget study found: offline-to-online integrated marketing campaigns are powerful.
3 tips for creating high-converting direct mail landing pages
1. Match your landing page copy & creative to your mailers. This creates a scent, and reassures the visitor that he or she has landed in the right place.
2. Pre-populate forms if you can. If you’re creating PURLs, pre-populate form and page content to increase relevancy and reduce workload for the visitor.
3. Track your conversions. You can do this by using unique URLs for each campaign, or including a promo/coupon/special code that can be tracked.
A campaign landing page can help you catch more conversions from your direct mail pieces.
The ExactTarget study that shows direct mail influences 76% of Internet users to buy online, also demonstrates the value in testing an integrated campaign.