Direct Mail Improves Web Traffic

On August 31, 2011, in design, mailing, marketing, planning, postcard, printing, by Kevron Printing

When recently speaking with two of our clients on two separate occasions, I noted an interesting phenomenon: in each case, their web traffic spiked when these companies used a well-formulated direct-mail campaign. The Ingredients to a Successful Campaign It appears that the recipe for success that was used in common between the two companies consisted […]

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When recently speaking with two of our clients on two separate occasions, I noted an interesting phenomenon: in each case, their web traffic spiked when these companies used a well-formulated direct-mail campaign.

The Ingredients to a Successful Campaign

It appears that the recipe for success that was used in common between the two companies consisted of the following:

  • They knew their market very well and developed a strong list according to their demographics
  • They had a web-based call-to action creating 2-4 “touches” by the customer to a website, perhaps a social media outlet, and to a subsequent email or phone number contact
  • They had a design that was easy to read, easy to navigate, and was extremely attractive. By the way, one was in full-color while the other was in one color on a colored paper.
  • They had an incentive for the client to take action right away–an offer too good to pass up.
  • They used tracking systems in the way of coupon codes, specialized email addresses, phone numbers, and web URLs.
  • They budgeted well and were realistic about their spend vs their return.

With a well-formulated and appetite-whetting campaign, you can maximize your direct mail campaign by adding a strong web component. Also, if you are looking to increase your web traffic, you may be missing an opportunity by dismissing the power of direct mail.

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