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Both e-mail and postal campaigns offer two important advantages over many other forms of advertising. First, you may have an opportunity to prescreen the prospects that you bring to the table, simply by controlling the list to which your campaign is directed.
Secondly, if the names come from your own database or an outside source that offers prospect profile data, you have an opportunity to associate a lead with the information you already have about the prospect, provided you have a means to connect the prospect with the original data record.
Knowing all about a prospect before you call is a salesperson’s dream, and technology makes it possible. For an e-mail campaign, this may involve passing an identifying code when the prospect clicks through from the e-mail to the landing page. The lead itself may be generated with either a blank or pre-filled formlet on the landing page.
For postal campaigns, prospect identification is a little more involved. It is usually accomplished by including a ‘key code’ on the mailer, and asking the prospect to enter it on the landing page. If your software supports it, you can request the keycode, and then present the prospect with a formlet with pre-filled contact information, so the prospect doesn’t have to enter it.
Regardless of the method used to generate leads, associating the prospect’s inquiry with the correct source record requires a database and supporting software, such as that found in our SalesProTM sales and marketing system. For more information, see SalesPro Lead Capture.
Depending on your outbound advertising, the landing page for an e-mail, postal or print campaign will probably not need as much content as a landing page for a pay-per-click campaign, since adequate information is usually included in the ad, e-mail or mailer. Of course, this is not always the case. Certain campaigns, particularly those involving complex, high value products, may require a large mini-site that builds on the outbound advertising experience, and provides in-depth information to educate the prospect and move her through the sales cycle.