Integrating Direct Mail with Internet Marketing

Please read the original post published on on August 29, 2010.

Trying to find the right balance between traditional and internet marketing can be a challenge. Old school, direct marketing tactics still work, but when everyone is turning to the web, it’s important to be where the customers are.

For some, it’s best to have all marketing done online. For others, it’s best to only target prospects directly in their homes. There is nothing wrong with either approach, but if you’d like to get the biggest bang for your buck, you may want to try integrating your marketing tactics.

Businesses – especially local businesses – see a huge benefit and ROI from local direct marketing and direct mail tactics. As a way to drum up new business, there are few tactics that can produce such consistent results. If this sounds like the right avenue for you, you will first want to identify a direct mail solution. For its ease and cost-effectiveness, Splash Postcard Marketing is a great choice. Splash will help you design a direct mail postcard, target the best list for your card, and ship it out easily for you. And it’s really affordable.

Once you have your postcard marketing solution identified, you’ll want to figure out a few ways to integrate your direct marketing with your online marketing. Here are a few tips.

1. Consistent messaging – If your online marketing messaging says your company is “outstanding”, your direct marketing messaging should not say that your business is “small and personal”. While both of these may be true, it’s always a good idea to use the same messaging across the board to keep your brand consistent.

2. Consistent launch dates – Make sure your direct mailer will hit in homes the day you distribute an online press release, or the day you update a new coupon offering on your website. If this isn’t thought of, you may only confuse your prospects.

3. Include online presence on mailers - It is definitely okay to include your website URL on your postcard mailer. In fact, it’s usually preferred. And if you’re on Twitter, or you have a blog, add those links on the mailer as well. This way, offline recipients can jump online to gather more information about your company and your services.

4. PURLs – One of my favorite ways to make the customer feel special is with a PURL. Similar to placing your website URL on the marketing postcard, a PURL (Personalized URL) will direct the recipient to a personalized webpage just for them. They can be pre-populated with the person’s name, address and even interests. By using these, your conversion rates will skyrocket!

With increased integrated messaging, your direct marketing will help benefit your internet marketing – and vice versa. Your brand presence will also remain consistent, and you’ll be able to build a stronger customer base with wide-spread marketing.

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