These days online engagement is very important. Direct mail can be a great way to get people’s attention and direct them to your online content. Depending on your campaign goals, there are several things you can do to link direct mail with your online content.

  • White papers: Provide a URL for them to get the white paper. You can create a simple tip sheet into a PDF to offer, it does not need to be extremely complicated. In this case you are also able to capture information from them before they download.

  • Contests: Provide a URL for them to get the white paper. You can create a simple tip sheet into a PDF to offer, it does not need to be extremely complicated. In this case you are also able to capture information from them before they download.

  • Coupons: People like great deals. This is a good incentive to go online and get a discount. The better the interpretation of the offer the more response you are going to get. So, make sure that your coupon offer reads like a great deal without costing you too much. For instance, try 50% or 75% off a smaller item, leave the big ticket items full price. If you provide a service give 1 hour free.

  • Registration: Provide online registration for an event. Events are a great way to drive traffic and grab additional information to add to your database. On the thank you page after they register you can suggest some other related content they can access now. Take advantage of their interest while they are still on your website.

  • Information: Online you can provide a lot of details on your product or service. You don’t want to add too much information on your direct mail piece because that can be overwhelming and discourage people from reading it. However, online you can provide all the details and product information they need. You can even add links to blogs or white papers or coupons to move them across pages and keep their interest.

The integration of direct mail with online channels will allow you to:

  • Reconnect with customers who have either lapsed or not purchased in a while. Send them a postcard with a “we miss you” offer.

  • Build relationships with your customers and prospects. When you are able to engage people across multiple platforms you are creating trust with them. The deeper their engagement the more money they spend with you.

  • Gather Information: The more you know about customers and prospects the better you can target them. Every time you connect with them ask a couple of applicable questions to add to your database. This will allow you to only send them offers they are looking for, which in turn increases your ROI.

Sometimes people ask, “Why should I drive them online?” The reason to drive them online is that is where they already are. Your website is not enough anymore. You need the campaign landing pages and social media all working together with your direct mail. When you drive people online you have the opportunity to gather information about them. However, keep in mind that asking too many questions can give you a higher bounce rate. At a minimum get their name and email address. Adding 2 or 3 other questions should be alright as long as they are basic questions that can help you to better understand what offers to send them in the future.

How To Choose A Direct Mail List

If you have any questions, call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!