Why is it that marketers struggle to blend offline and online marketing efforts? It can be very effective if done right. Take for example, using direct mail to drive online traffic.
According to ExactTarget’s 2009 Channel Preference Study, 76 percent of all consumers have been directly influenced to purchase a product or service online. As the video on the left points out, this statistic proves that direct mail is not old-fashioned and is, actually, very useful.
To use direct mail to drive traffic, you need to, first of all, make a compelling offer. Marketers need to give users a reason to want to visit their site. For instance, they could use seminars, coupons, samples, or a free trial of a product or service. Each of these methods would give users an incentive to visit.
Secondly, marketers need to have a readable URL. In addition, it should be memorable in order for users to type it easily. It needs to be something that will stick in users’ minds.
A third way to drive traffic through direct mail is through personalization. Marketers could personalize through teasers, headlines, URLs, and more. This tactic enables consumers to be engaged.
There is a potential downside to personalization since it could be perceived as a sweepstake. For this reason, marketers should use it with caution.
Delivering a clear call to action is a fourth method for driving online traffic through direct mail. Often times, marketers place their call to action in a teaser or tagline, which could cause consumers to miss it. Instead, marketers need to be direct with consumers and tell them exactly where to go and what to do.
Fifthly, marketers should include a deadline. By giving consumers a timeframe, it applies a sense of urgency that encourages them to act. Incidentally, the deadline should be clear and located near the call to action.
Building a unique landing page is another way to drive online traffic. This is important because consumers are often confused or distracted when sent to a website’s homepage. It could, ultimately, result in consumers leaving the site without taking action, since they didn’t know what to do.
On the other hand, a landing page gives marketers the ability to control the message, track response, and collect valuable information for follow up.
Lastly, marketers should try to collect their consumers’ contact information. Marketers could do this on the landing page. This information is not only valuable for future communication via direct mail, but it is also very valuable for other campaigns.
So, does direct mail seem like a powerful marketing channel now? Marketers often get caught up in email, social media, and online advertising campaigns for driving traffic online. While these campaigns are effective, marketers should not quickly rule out offline channels like direct mail.
About the Author:
Abby Johnson is a Video Reporter/Anchor for SmallBusinessNewz.