How Direct Mail Can Drive Traffic to Your Landing Page

Direct mail is often overlooked as a method of driving traffic to your landing page.  Here are some design tips for your direct mail piece:

Make your content personal. Readers are drawn to copy that includes personalized messaging, headlines and subheads—anything that suggests you’re trying to reach out to them personally.

Create a user-friendly web address. Since the URL you want people to go to can’t be “clicked on” from a postcard or flier, your job is to create a website address that’s easy to remember and easy to type.  Make your address short and easy to spell.

Have a compelling offer.  Just inviting people to visit your website won’t work. As with any direct mail piece, you should include a compelling offer—special discount, free one-time offer, newsletter, etc.—something people feel they must have by visiting your site.

Include a call-to-action and deadline. Customers most often respond when they understand how to do it and when they’re told there’s only a limited time-span to reply. Something like “Go to www.carpetclean.com today for 30% off your next cleaning job. Offer expires in three days.”   Special offers and discounts that are awarded to the “First 50 People to Respond” are effective, too.   

Create a special landing page. Yes, it’s great when a direct mail piece inspires people to visit your website. But unless the page you direct them to is clear, easy-to-navigate and free of distractions, you may want to consider building a special landing page. Include this landing page URL in your direct mail piece. This way, you can track responses, collect valuable user information and start planning future direct marketing campaigns.  If you are driving traffic to your landing page using multiple advertising mediums, be sure to include a coupon or promotion code.