- Do you know who’s engaging with your direct mail pieces?
- Would it be helpful for your sales team to know who is visiting a unique direct mail PURL?
- Could personalized URL marketing make a difference to developing sales-ready leads?
- Microsite vs landing page – which one is best to use and why?
What is a Direct Mail PURL?
A direct mail PURL is an individual web page that lets you identify who is visiting you online. Personalized URL marketing continues to perform well, especially with direct mail campaigns, because it allows you to properly measure engagement/response rates per campaign.
Microsite marketing also has the ability to trigger notifications to your sales team when your targeted audience completes the sales funnel or if you should continue to nurture them using marketing automation tactics.
Do you need help reaching your customers?
What is a Microsite?
A microsite is basically a miniature version of your website. Ideally, you want to present a recipient with a lot of information on something specific, such as your new product and why they should buy it.
The microsite’s main landing page most likely has its own domain name or subdomain. Large corporate websites tend to be big and overwhelming, whereas microsites are easy to navigate and provide highly dedicated content that increases conversion rates considerably.
Overall, a microsite is a great approach to provide your selected information in a direct and interactive fashion and it can also be measured and tracked per recipient. This is one of the main reasons why microsite marketing is considered and often paired with targeted direct mail campaigns.
Microsites vs Landing Pages
Response Rates & Results
Response rates for direct mail with links to microsites are up to 5 percent, versus typical industry averages of 2 to 3 percent.
Additionally, site visitors who visit a microsite tend to stay engaged longer and have higher conversion rates. Some of the microsite campaigns PrintComm has conducted for its customers have resulted in conversion rates of 60% or more.
Besides conversions, microsite marketing offers the opportunity to gather important information about your customers or prospects. The more marketers know about their customers or prospects, the more you can deliver relevant messaging that causes them to act.
Microsite data can be fed directly into a customer relationship management (CRM) system for future nurturing campaigns. When used hand in hand with PURLs (personalized URLs), microsites can generate even greater conversion rates and deliver additional customer data.
|Microsites enable you to:|
|Present relevant content to website visitors based on their data characteristics and segmentation principles|
|Use a multi-touch strategy across various media and integrate all activities|
|See who visits your landing page|
|Hand off hot leads to your sales team within minutes of a site visit|
|Score leads and prioritize follow-up efforts|
|Drive the cost per lead way down|
|Use hard data to measure the variables in your campaigns, i.e. list performance and offer effectiveness to refine future marketing efforts|
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