How to increase web traffic with your direct mail piece

Nothing surpasses the effectiveness of a direct mail when used correctly, in driving that much-needed traffic to your website.  Why so? By placing more emphasis on a specific market, using a particular call-to-action, the response is ultimately maximized in this segment.

Increasing website traffic via direct mail involves a combination of tact and skill to grasp recipients’ attention.  Essentially, it involves the same strategies used to drive recipients to pick a call but instead of leaving a number for them to get back, you include a URL with an incentive to get the recipient to visit.  The incentive is what separates the good from the best; it should be carefully crafted to maximize response.
Below are a few tips to achieve this;

• Use a simple URL; remember the direct mail URL is not clickable, this means it has to be simple and straightforward for a user to key it into a browser. The tip here is to make it easier to spell to avoid typing errors from the recipients’ end.
• Include a convincing reason for the recipients to visit your site; a URL by itself is not enough, place a strong offer in your mail that will entice recipients to visit your website. You can include some cash discounts or a free trial depending on your line of work.
•  Drop in a clear call to action; a call to action guarantees a greater response rate; the more specific you are, the better. For example, if you can include a line like, “visit this URL, sign up and get a discount on your first purchase.”
• Include a deadline; a deadline gives a sense of time and urgency to your mail campaign.  Recipients are more likely to act on it before the deadline expires. This will drive more traffic to your website before the deadline expires.

Direct mail strategy is tailored to meet the needs of a specific audience, and research has shown its superiority in yielding results when applied to perfection.