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. 

How to create and use a QR code in your next mailer

QR codes (Quick Response barcodes) are no longer new to consumers and your prospects.  There are a variety of creative uses for QR codes that help engage prospects with your brand and are an excellent tool to bridge the gap between print and electronic marketing.

Here are 4 steps to creating a QR code:

1.         SELECT A QR CODE GENERATOR

There are many out there, but the key is finding the right one for your needs. Some things to look for when choosing a QR code generator are:  1) Whether you can track and analyze performance; 2) If it allows you to design a code that is unique to your brand; and 3) If it is compatible with common QR code readers. Although there are many other options out there, here are three to consider researching:

KAYWA.  With Kawya you can customize your design for free.  The paid version allows you to track performance. The codes can link to a web page, text, phone numbers, or SMS.

GOQR.ME.  This is also a free service with an option for paid premium service.  This generator allows you to “read” to text, URL, phone number, SMS, or vCard.

MICROSOFT TAG.  Microsoft Tag allows you to have a color QR code (rather than the traditional black and white).  It is also free of charge with limited analysis of the consumers viewing and going to the tagged item.

2.                  CREATE AND LINK

When creating your QR code, you must identify the “call to action” when somebody actually uses it.  If you print a QR code on your business card, for example, you might want to link the code to your vCard to save your contact information.  However, if you’re planning a print or direct mail campaign, you should consider linking to a landing page or your website. 

3.                  TEST IT

Ensure that your QR code “reads” correctly and be sure to try more than just one reader. A good place to start is the free tool Google Googles, which captures the image as a picture and then tells you what link or item it “reads to.” Another free tool is “QR Code Reader”, which automatically takes you to whatever it “reads.”  Both are easy to use and available for multiple smartphones.

4.                  TRACK AND ANALYZE

Just like any other marketing campaign, track and analyze much traffic comes from each specific code.  Are people scanning your code but not redeeming their offer once they get to your landing page?  Or are they not even compelled enough to scan your QR code? Knowing this will help you troubleshoot and adjust your poorly performing QR codes to more closely mirror those that work well.

For more information on utilizing QR codes in your direct mail campaigns, please visit www.mailmanagerinc.com.

What's this Lumpy Mail All About?

“Lumpy mail” is a type of direct mail piece that is not a flat post card or sales letter. “Lumpy mail” – also known as “dimensional mail” or “bump in the envelope” marketing – can contain a promotional item, product samples or just about anything else that is not flat and carries your sales message.

Consumers receive a lot of direct mail each day and business owners get even more than your average person.  While a direct sales letter can get someone’s attention, and postcards can be a cost effective way to reach your prospects, nothing has a better open rate or response rate than a powerful dimensional mail campaign. This is because it’s not your typical piece of mail.  It’s special.  And it creates curiosity.  Not only will more people open your dimensional mail, but more people will respond to it.

A dimensional mail campaign requires a larger investment per prospect both in terms of time and cost, so it’s important to select your list carefully. Unlike standard direct mail, it may cost substantially more to send each piece, so it is imperative you utilize a targeted database. 

Dimensional mail ideas are limitless and we can help you select the item that best fits your campaign. 

For further information, go to www.mailmanagerinc.com.