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Landing Pages: The Key To Direct Mail Success Webinar

How Are Landing Pages The Key To Direct Mail Success?


Tuesday afternoon, all of us at Boingnet had a great time hosting a webinar on a topic we’re particularly passionate about— Landing Pages! After a long few days preparing and organizing content, we arrived at a finished webinar titled “Landing Pages: The Key To Direct Mail Success”, and we’re quite proud of the result. Boingnet CEO, Dennis Kelly discussed the threat Google can present for companies using direct mail campaigns, and how landing pages can help eliminate this danger.

Direct Mail Drives Online Behavior

Consumers who receive a direct mail promotion have a natural inclination to go online to Google and begin doing research— why not? it’s fast, easy, and free. However, the offer  the direct mail piece prompted the customer to look for may be lost in the mix of the Quality Score, AdWords, and the myriad of other factors Google considers in it’s result page.

What’s The Best Strategy To Maximize Direct Mail Conversion?

It’s been established that consumers are using Google to do research and make decisions, before responding to any campaign. However, Google AdWords acts as a “Siphon” on customer attention to ads placed by competitors, causing direct mailers to lose business. The best way to address this is by explicitly directing consumers to a “safe spot”, away from Google and competitor ads. This can be done with creative in your direct mail piece, as well as within Google AdWords themselves.

Landing Pages & Microsites: Point Them In The Right Direction

Landing Pages and Microsites are the “safe spaces” where marketers control the content, the message, and the options for the consumers.  The best option is to set up really good landing pages and embed them into your direct mail campaigns. This shows consumers exactly where to go online and learn more; direct them to your landing page opposed to the wild west of Google.

Set Up AdWords For Your Campaigns

A secondary strategy is to set up your own AdWords campaign that corresponds with your direct mail campaign. Google AdWords is how the internet behemoth makes most of it’s money. AdWords lets businesses and organizations bid on “keywords” that are associated with searches and place ads that are designed to get consumers to click on them when they express interest in a topic via those keywords. One can bid on keyword that are related to your offer, then link those keywords to landing pages that use the keyword in the URL, the title, and the copy.

What Makes A Good Landing Page

A good landing page is most accurately defined as a web page designed specifically for conversion. It should be simple enough to limit distractions, but enticing enough to inspire conversion on the page’s single call to action. Good landing pages are opportunities for marketers to give consumers a place to go online where they can learn more, compare & contrast, without being distracted by competitors. They should also feature a clear and concise headline and sub-headline that all relate to the initial message, which is a concept known as “message match.”

Want To See The Slides? Check Them Out With Sildeshare!

Feature Alert – Template and List Management Enhancements

Boingnet v2 Adds Template and List Management Enhancements

Over the past few months we’ve been talking with surveying and talking with our customers to find ways to make Boingnet v2 easier, faster and more convenient to use.  We’ve recently begun releasing several new features that were direct requests from our customers.  While there’s much more to come, we’re excited to show you what is now live in Boingnet. If you’d like a demonstration or to just talk about these features, just Contact Us.

Fast and Easy Ways to Find & View Your Templates

As many active Boingnet clients have discovered, the quick and easy ways to build templates (importing from a website, copying, our new point & click Template Builder) can create a huge library of re-usable templates. As the library grows, finding templates to edit, review or modify can take a bit of effort. No longer. Now, your templates are divided into 3 categories – Page Templates, Email Templates and SMS Templates. When you click on a category, you can then sort your templates by name or by the date created, and you can search by name. Also, we’ve completely re-written the Template Preview feature. We now give the option of viewing the templates as they will appear in desktop, smartphone and tablet screen sizes.  As Boingnet now gives you the ability to create all of your templates using Responsive Design with our point and click Template Builder, this is a great way to ensure that your finished product looks the way you want it to in the major screen size formats. New Template Options 1030x408 Feature Alert   Template and List Management Enhancements

List Management Enhancements

We didn’t stop at the Template Library with the new and faster ways to work in Boingnet. Contact Lists now give the same options for finding lists quickly – by a quick Search or Sort (by name, Contacts in List, Date Created). We are also tracking the total contacts you have across all lists, and have brought back the Append Feature – letting you upload .CSV files to augment your lists in a snap. There are two more new features to point out that will make your life easier. The “Total Contacts” shown in the upper right hand corner under “Create New Contact List” keeps track of all Contacts across all lists loaded into Boingnet. You also have a convenient new “Download” option for each list. This will create a .CSV file for you to store, send or manipulate through Excel. When used with the “Clean Contact Emails” options that you have for each list, you now have the ability to load a list, find bad email addresses using Clean Contact Emails, download the list and send the bad emails off to someone to fix, clean up, research, etc. New List Management Options1 1030x272 Feature Alert   Template and List Management Enhancements   These Template and List Management enhancements are just a few of several enhancements and new options that will be rolling out from Boingnet over the next few months. Stay tuned as we take the feedback generated by our users and turn it into better, faster and easier “Lightweight Marketing Automation”.

Landing Pages – the Key to Higher Conversion Webinar

How are Landing Pages the Key to Higher Conversion?

(Note – the 1st minute is dead air – fast forward through the first minute to watch the webinar)

[Webinar Recording] Landing Pages: the Key to Higher Conversion from Agile Education Marketing on Vimeo.

We at Boingnet had a ball working with the great folks at Agile Education Marketing as we prepared and presented a ton of great content in the webinar titled “Landing Pages – the Key to Higher Conversion”.  Boingnet CEO Dennis Kelly reviewed what landing pages are, why they are useful, the 3 most common types of landing page, and what makes landing pages successful or not.

Friendly URL’s vs. Personal URL’s

Included in the review was an overview of URL naming, showing the differences between “Friendly” and “Unfriendly” URL’s and also the new trend in email marketing, Personal URL’s or pURL’s. Personalized content on landing pages can now easily be created with marketing automation platforms that generate pURL’s with content that can be defined by variables. A discussion of the multi-channel and cross-channel nature of landing pages is next, and how marketers are discovering that the same attributes that have lead to extensive usage for online PPC and SEM campaigns make landing pages for offline campaigns great solutions.

Why Home Pages aren’t Landing Pages

A recurring theme throughout the presentation was that Home Pages are NOT LANDING PAGES. While the online marketing world has adopted landing pages as the best way to capture & convert traffic, email marketers and offline marketers – those involved in direct mail, print, radio & TV media, haven’t yet come around. A deep dive ensues, with a Super Bowl commercial featuring Samuel L Jackson involved. The logical result of a commercial with no directed URL and the diagnosis of the brand’s home page as a poor substitute for a landing page helps illustrate the point.

Landing Page Review & Critique

Finally, Dennis reviews several submitted landing pages and points out the strengths and weaknesses of the approaches used, and how Boingnet would think about modifying the page to optimize the landing page conversion metrics. Click-through pages, Lead Generation Landing Pages and Personalized Pages using Geographic paramenters are all reviewed & discussed. The webinar ended with some great Q&A from the audience. We’d like to thank the team at Agile as well as all of the attendees for a great afternoon!

Want to check out the slides? Check them out in Slideshare!

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3 Reasons to Use Responsive Design for Email and Landing Pages

What is Responsive Design and why should marketers care?FC Responsive IG 254x1030 3 Reasons to Use Responsive Design for Email and Landing Pages

Marketers who care about better campaign results are rapidly turning to responsive design for email and landing pages. “Responsive Design” is yet another bit of marketing tech jargon (we in the tech business really like to confuse people with our terminology) that has exploded upon the world.  In it’s simplest definition, responsive design is the practice of using a particular set of technologies that enables content to be viewed in an optimal way on devices with screens of varying sizes.  As the world has rapidly shifted it’s content consumption habits to include mobile devices and tablets, marketers and the technologists that support them have scrambled to develop a common way of delivering that content in a mobile friendly way, without having to maintain multiple sets of software code. Thus, the birth of responsive design. Our friends at Flying Cork Media recently published a great infographic with compelling stats & graphs that helps describe why businesses ought to be focused on responsive design. While many marketers are focused on re-developing their primary web sites to take advantage of responsive design, it is just as important to use responsive design for email and landing pages, as these are the front end of much of your user interaction.

Why use Responsive Design for Email and Landing Pages?

1.) Achieve better email and landing page results

By giving customers the content they want in a way that they can view, click and take action without having to scroll around or spend time zooming in and out, marketers are finding they are getting better metrics from their campaigns.  A recent survey by Experian discovered that 50% of unique email opens are now happening on mobile devices. As you can imagine, mobile centric customers have short attention spans and little patience for emails and landing pages that make them work. Good responsive design presents the most important content first, and offers a simple way to navigate to “below the fold” content without resorting to complicated actions. As a results, brands like Allrecipies.com are seeing big jumps in opens and clicks after implementing responsive design into newsletters, and B2B companies like Voices.com are seeing landing page conversion rates increasing by up to 140% after implementing responsive web design.

2.) Build email and landing page templates more quickly for higher ROI

In addition to better campaign performance, marketers are finding that responsive design can speed up the process of developing templates, as better structured templates and HTML cut down on the time it takes to build and QA each email campaign. While creating responsive email and landing page templates takes time and energy, the process is an investment that yields results for a long time. After the initial design in complete, the process of modifying templates in subsequent campaigns is streamlined, resulting in lower overall campaign costs and higher ROI. The design, building and testing processes are all faster, as a single set of more highly structured HTML code is being developed for rendering in email clients or browsers.

3.) Responsive design is recommended by Google

All marketers pay attention to what Google says, as it dominates search and display advertising, and also commands over 80% of the world wide smartphone market with it’s Android OS. When it comes to responsive design, Google is quite clear – get on board. The following is a quote from from Google’s Developer Webmaster support site:

We recommend using responsive web design because it has many good aspects:

  • Using a single URL for a piece of content makes it easier for your users to interact with, share, and link to your content, and a single URL for the content helps Google’s algorithms assign the indexing properties for the content.
  • No redirection is needed for users to get to the device-optimized view, which reduces loading time. Also, user agent-based redirection is error-prone and can degrade your site’s user experience (see “Pitfalls when detecting user agents” section for details).
  • It saves resources for both your site and Google’s crawlers. For responsive web design pages, any Googlebot user agents needs to crawl your pages once, as opposed to crawling multiple times with different user agents, to retrieve your content. This improvement in crawling efficiency can indirectly help Google index more of the site’s contents and keep it appropriately fresh.

Stripping out the techie talk, Google is telling us to use responsive design because it makes your users lives easier (particularly for sharing your content) as well as Google’s life easier.  Whenever marketers make Google’s life easier, their content tends to be prioritized or difficult to manage content.

Lightweight marketing automation makes responsive design easy

While the thought of reworking email and landing page templates to take advantage of all of the positive attributes of responsive design can seem daunting, it doesn’t have to be a massive development project. Today’s marketing automation solutions can make the technical part of the process largely a point and click exercise.  In Boingnet v2, the Template Builder (see below) has a simple interface where the header, body and footer and selected, you fill in the blanks with your text, images, video or other content, and you are off to the races. If you are interested in learning more or have questions about responsive design, we’d love to hear from you. Give us a shout at (800) 264-6420 or shoot us a note at our Contact Page and we’ll dig in on any questions, ideas or thoughts you might have.

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