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How Direct Mail Can Drive Targeted Online Traffic

August 24, 2010  
In an article at MarketingProfs, Dean Rieck says a direct-mail campaign might be just what you need to drive targeted online traffic to your website. "According to the 2009 Channel Preference Study by ExactTarget," he notes, "direct mail influences 76% of Internet users to buy a product or service online."

Here are some of Rieck's tips for successful integration in your print/online campaign:

  • Give direct-mail recipients a good reason to visit your website. Tempt them with an offer for a whitepaper, a free seminar or a coupon. "It must be something they want," he notes, "not just something you want them to see."
  • Remember that they have to type the URL into a browser. Email subscribers who want to learn more simply click on a link; in a direct-mail campaign, however, they must enter the Web address manually. "The shorter and easier it is to spell, then, the easier it will be for people to visit your page."
  • Provide clear instructions in your call to action. If you're offering a $100 coupon for participation in a customer survey, tell recipients exactly where they should go to take the survey and claim their coupon. "People are more likely to respond when you specifically tell them what to do," Rieck says.
  • Drive traffic to a landing page created for the direct-mail campaign. When you have a specific call to action, send customers to a page that facilitates that specific action. "By creating a unique landing page and driving people to that page, you can control the message, track response, and collect information for follow-up and future direct marketing efforts."

The Po!nt: Old and new media aren't necessarily oil and water—when blended properly, they can pack a potent punch.

Source: MarketingProfs. Click here for the full article.


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