Call to Action: Is Your Web Site the Best Way to Drive Direct Mail Sales?
As you likely know, there are many components that go into making a successful direct marketing campaign. The big three have always been creative, offers, and targeted mailing lists. As we get more diverse in terms of responses and media channels driving sales, other important factors have become important as well. One of these is the means by which someone responds; namely, the action they must take to complete the transaction.
A phone number on your mailing piece, whether it be a digest, a magalog, a component package, a postcard, or a #10 envelope, has always been one of the more favorable and preferred methods for driving a sale or an order. And with the Internet becoming more and more prevalent in terms of how people buy, a URL is starting to supplant the phone number as the primary means of getting more information on a direct mail piece.
We have seen companies in the catalog, health, seniors, self-improvement, weight loss, investing, and political markets that have decided on this method of selling their products through direct mail promotions, and it’s working. This means it can be a very viable option, and for several reasons.
The cost of the mailpiece decreases substantially with a web address as your main source or provider of additional information. The mailpiece should quickly pique the interest of the consumer and direct them to the web site for more information; this means much less writing and designing on the postcard, because the selling will be done on the site.
While the postcard or letter has to be interesting and engaging, it doesn’t have to close the sale. Rather, it needs to get the consumer or prospect to a device that can access the web site. Further, it does not require you to hire a call center; that alone is cost-effective. It also allows for easy tweaking and adjusting of your mailpiece, or even the site itself; for example, you can change one word or color easily and see if there is a difference in response.
It is also easy to track lists this way. Once clients visit the web site, they are asked for the code on the postcard that they received; they should already have the mailpiece in front of them, as it contains the URL. Web sites also give the consumer a feeling of legitimacy, as it is a common belief that a quality site can only belong to a quality company.
Having a web site also allows you to reach a broader audience because you can now bridge to modes of marketing channels, thus accessing two sets of markets: those that prefer direct mail and those that prefer online shopping. As you can see, there are tons of good reasons to make your web address one of the calls to action on your next direct mail campaign.
One more benefit of this method of call to action is that it allows you to build your company image and brand online while generating customers. Yes, you want buyers, but you also know that the more traffic and buzz you generate online, the more your search rankings and visibility will improve; traffic is everything.
Let us not forget that even with this new call to action, having the most targeted mailing lists possible still remains one of the most important factors when putting together a direct mail campaign. Choose Macromark as your list broker to drive your audience to your web site and close the sale!
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