I was talking to a client on the phone the other day about a direct mail campaign he had just initiated. He was asking me how we could measure how effective the campaign was at increasing traffic to his website. Unfortunately, we hadn't talked before he designed and ordered the print pieces and they had already gone out with just his home page on them. I was explaining that, in the future, we could create a landing page specifically for the campaign so that we could more effectively communicate and measure the results. Even though we were on the phone, I could tell he had a blank look on his face. "Landing pages?" he asked. "What are those?"
