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The New Rules of Lead Generation by David T. Scott

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Landing Pages and Testing Your Campaign

You can use landing pages as a tool to test your lead-generation campaigns and to track the response to your offers. However, you need to make sure that you set up your landing pages correctly, according to the elements of your campaign. You need to remember two points:

1. Each marketing e-mail creative, direct mail piece, or online ad you create must have a corresponding landing page with content specific to that e-mail, direct mail piece, or online ad.

2. If you are using more than one online lead-generation tactic (e.g., e-mail marketing, display ads, social ads, etc.) as part of an integrated marketing campaign, you need to use a separate landing page for each tactic.

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