Yes, it is really easy to link to your home page when you want to drive targeted traffic to easy. In, Building a Better Contact Database you learned how to use list segmentation to focus on prospects specific needs. Once you know what they want, why not give it to them? You've got to get really, really close. As soon as you can identify specifics, create a web page to deliver the right content to the right individual, at the right time. Too often we get to the end of a campaign sequence and let it all fall apart by simply sending a well-defined prospect to a generic page. It's like sending out a party invitation with nothing but a zip code for directions. The easiest way to eliminate this problem is to apply Steven Covey's step #2, Start With the End in Mind. Figure out where you want your prospect to go, create a page with an easy URL, then publish the link. I'm working on a major book launch for a client right now and the entire campaign focuses on somedomain.com/book.

Insight

Targeted prospects are VIPs. Take them directly to your VIP entrance so they arrive on time for your very special party.

Tips

• Always choose your destination URL first.
• Make it easy to say, spell or type.
• Begin your web page content by acknowledging your VIP audience, recognize where they come from and welcome them.
• Increase the relevance value of your content by tailoring it to appeal to your VIP audience.
• Create a CTA (Call to Action) that speaks to their special needs.