How to drive web traffic with direct mail

in - May 2017

Nowadays, the most successful marketing campaigns are those which combine the best of offline with the best of online, but how exactly can print drive web traffic? Here are seven quickfire pointers.

1. Give them a reason to. Make a compelling offer to your audience. Depending on the nature of your business, perhaps a free trial, an invitation to a webinar, a white paper, vouchers, or free sample. The list is endless.

2. Make it easy. Pick an easy to type URL. This is where you are most likely to disrupt the ideal customer journey. Unlike an email, where a simple hyperlink can connect the email to your website, your prospect must type the URL into the browser, so the shorter and easier it is to spell, the more likely your prospects will get to the right place, or even attempt to.

3. Use a QR code. Go one step further than a easy to type URL with a QR code which will take smartphone users directly to your website.

4. Personalise the copy. The more personal the mail, the more likely your prospects are to pay attention. Ensure your data is up to date to provide the most personalised direct mail. Read more about tip top data here.

5. Clear call to action. If your desired intention is to drive people to your website, issue a clear call to action to drive them there. People are more likely to respond if you tell them specifically what you want them to do.

6. Give a deadline. Create a sense of urgency to ensure that people take action rather than leaving it for later (often never), place the deadline near the call to action.

7. Build a specific landing page. It isn’t usually the best idea to drive people to your home page, there are often too many options and it becomes unclear what the next stage of the customer journey is. By creating a unique landing page you can control the message and track the response with ease.

To learn more about driving web traffic with your direct mail, get in touch.

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