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Have you clicked yet? Using Direct Mail to drive traffic to your website.

We have more ways to communicate than ever before. Text, e-mail, instant messaging, social networks...In this new online space, surely Direct Mail only appeals to an older, greying generation, right? Wrong!

Recent studies show that 18-34 year olds are one of the most responsive audiences to Direct Mail with 63% of them considering receiving it “a pleasure”. As an audience often ignored by marketers when it comes to Direct Mail, this spells a big opportunity for smart brands to tap into.

Whatever stage in life your audience is at, Direct Mail is an excellent tool to bring them to your website. Here are a few ideas you might want to consider on your online journey...

Look the part

Your website, your direct mail, your signage even your letterhead are all key elements of your brand so they need to have a consistent look and feel. Having a Direct Mail piece that uses the same colours, fonts and images as your website reassures consumers that they have found the right place online. If you want customers to buy from your website, use logos of the credit cards you accept and security software in place to build confidence and trust before they purchase.

All visitors are not created equal

If you are using Direct Mail to make an offer or a reward to a select group of customers make sure you don’t have it on your website available to everyone else as well. Having a promotional code will ensure that the customers who receive your Direct Mail piece feel part of something special while you’re not giving away additional discount to other online users who were probably going to purchase anyway.

Track and trace

Most websites will have sophisticated tracking systems and it’s worth spending some time understanding how your traffic is reported and what it is telling you. Direct Mail activity can be tracked using promotional codes or unique versions of your URL. Many of us use search engines even if we know the web address, so it can be worthwhile comparing traffic for the duration of the campaign with your average volumes so you can measure the uplift.

Show off

With web 2.0 and broadband roll out, websites can offer such a much more interactive customer experience than ever before. If you’re developing new content and tools for your website, like video, forums or online chat, you can use Direct Mail to show these off and give consumers a taste of what they can expect to find on your site.

Keep it simple

One of the real advantages to integrating a Direct Mail and online campaign is that you don’t need the mail piece to convey absolutely everything to the customer. By defining a hierarchy for your messages, you can use your mail piece for simple lead messages and provide more detailed information like product specs, terms and conditions and support information online. This can cut down your production costs too, which is always a good thing, especially when budgets are tight.

Don’t forget the e-mail

E-mail and Direct Mail is not a case of either or, in fact, used together they are a powerful combination to drive best response. Studies show Direct Mail is stronger at making an impact and driving action, while e-mail is most effective at reminding and reinforcing your key message.

An Post can drive traffic to your website through:

• Publicity Post – a low cost leaflet delivery service that allows you to target specific areas with your marketing message. 
• PostAim – a discounted direct mail service that allows you to mail your marketing campaign for less.

See how other businesses used Direct Mail to drive traffic to their website:

• Microsoft wanted to improve customer satisfaction and positively engage with their customers

Resources:

• Digital Attracts. DM Connects: Uncertain economic times make it imperative that marketers know where their money is being spent and connect with customers in a very direct way. Individually, DM and digital do this very effectively but together they make a very powerful combination, argues Mark James, Client Services Director of Net Behaviour