Dovetailing direct mail with Web messages 

I want to share some good ideas about the need to coordinate direct mailings with Web site postings from Target Marketing magazine online. They can make a big difference in your agency’s response rates from prospects and customers. 

The role of direct mail with the Web  

Direct marketing consultant Gary Hennerberg, Colleyville, Texas, says: “Not long ago, I would have said that a Web site supports direct mail. Today, I think direct mail supports a Web site.” 

Tailor your direct mailings to drive prospects to your site 

Here are a couple of recommendations from the Target article: (1) Mention your URL several times in your mailings; (2) Offer Website-only rewards in your mailings---exclusive offers, coupons, discounts, etc.; (3) Incorporate Web site icons and emoticons (such as pointing fingers, an hourglass, e-mail symbols. These inclusions will provide more credibility for your agency’s Internet savvy; (4) Tease prospects by placing some excerpts from your Web site in your mailings---maybe about a Website-only reward. 

Present a consistent message 

Make sure the tone and content of your direct mailings to target prospects and your Web site posting about the featured product or service are consistent. If appropriate use visual tie-ins as well (a photo, a cartoon, an icon). 

Scheduling tip 

The Target article suggests this type of rotation for direct mail-Web coordinated promotion:  Week 1 – Send out e-mail to prospects or customers;  Week 2 – Direct mail print piece received by prospect; Week 3 – Follow up e-mail sent.  All contacts designed to SUPPORT your Web site posting, i.e. build traffic and responses by driving prospects to your site. 

Make sure the Web experience traps prospect 

If your Web message is vague, unattractive or lacks incentives strong enough to produce a proposal or a sale, prospects may be encouraged to leave and search for a comparison with a ompetitor. You could end up selling FOR another agent!  Not cool. 

Work with a pro who knows direct mail and online 

Direct mail and Web site presentation content development are two different disciplines. At MCM, we specialize in direct marketing and direct response communications. You need assurances that your campaigns are coordinated, consistent, and constructed to produce results.  That’s the name of the game.