Direct mail is very effective, but what can you do to increase your response rates even more?
You can link it to other marketing channels. Some people have concerns with the complexity and timeliness of creating a multi-channel campaign. Your website is the base of your marketing. You channel prospects and customers there every day. Direct mail can be the perfect tool to drive web traffic. To do this, you add links on to your mail pieces urge them to your web site. You also need a call to action that resonates, otherwise they will not respond.
Before you start to create your campaign you need to figure out what your goal is. Are you trying to get people to buy from you online or is the goal to get an appointment? Define your goal and set your expectations in order to start building the campaign. To have a true multi-channel integration the transfer between channels should be easy and the branded look should be the same. So how can you do it? There are really just 3 steps.
- Landing Page: Create a special landing page for your campaign in order to track results and give them an easy clean site with only the information they need for the campaign.
- PURL: Create a personalized URL that is unique for this campaign and auto populates the person’s info. They give you an easy way to direct your audience to landing pages that matches the message of your campaign.
- Banner/Display Ads: These ads can be programmed to follow interested prospects as they surf the web, using a technique known as retargeting. These are ads you have seen before as you browse the web.
Direct mail works and it works even better when it is coordinated with your web presence. As you begin planning your next marketing effort give us a call so we help you plan an effective direct mail campaign which ties in additional channels to maximize your response results. It is easy, affordable and we will be with you every step of the way.
There is an easy way to do it, call us in San Diego at (619) 448-6111 or email firstname.lastname@example.org. We are glad to help!
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