We talk to lots and lots of people that like personalized direct marketing. They get a boost in response, contact rates, revenue, etc. that they correlate directly to a shift toward personalized websites. What does that site look like? The dilemma marketing managers face is do I build a landing page, or send my target audience to a splash page. There is a difference.
Landing pages are quick way to turn a mail piece or HTML email into an online experience. As the name suggests, a landing page is where you end up. It’s the finale. Here’s a pretty standard landing page. You get a little personalization. “John, we have an offer for you.” You deliver a little content. You ask John to submit a form for more information, or to win a prize, or both. That’s where you and John go separate ways.
Splash pages offer something different. A splash page is the begining of the online experience. It’s the hook that engages the target audience and entices them to learn more, read more, and engage more with your brand. You get the same level of personalization as landing pages, but the dynamic and rich media content allows you to go one step further.
If you spend all that money on branding, position, list development, demographics, and market intelligence, the payoff shouldn’t be a static, boring HTML landing page. It should start with an engaging splash page.
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