In a direct mail campaign, you can increase your response by having a powerful direct marketing website.
But if your website violates direct marketing rules, it can actually decrease your response. And often if prospects try to search the Internet for you, they may find a site that is outdated or inaccurate.
That's why it is so important to have a URL that represents a direct marketing website.
In coming issues I will discuss the elements of a direct marketing website and the downsides of not having one.
However, if you are confident that your website follows the direct marketing rules, I've offered some tips as to where to place your URL in your direct mail package.
Rules to follow regarding where the URL is placed
- Each letter in your campaign (usually running across the footer of the letter)
- The lift note, both in the copy of the lift note and on the back, where contact information should be
- Any value-added piece you might have
- The brochure
- The response- reply piece (it should be very prominent both on the front and back)
And what about the business reply envelope?
Before deciding whether to place URL on your business reply envelope, you should first decide whether you want to direct your prospect to the phone or the website.
The URL might be a good strategy, considering the Internet enables prospects and consumers to make contact with your product or service anytime and make a purchase whenever they feel like it.
In this case, if you decide to use the URL, put it on both the front and back of the BRE.
More on the BRE in the next issue.