Using Direct Mail to Drive Web Traffic – What works?
A subject that is being analysed more & more in a bid to reduce DM costs but increase visits to a PURL page. There is definitely a change in the way your prospects are engaging & moving up the sales funnel. Simple, clear & concise self-mailers which are not too content heavy appear to be driving more direct mail recipients to PURL pages rather than content heavy brochures trying to sell "off the page". Use the direct mail piece to drive traffic to the PURL page and use the PURL site to further engage with the prospect.
After studying many direct mail PURL campaigns the evidence is clear that "full fat content" brochures work for audiences that are already engaged with your brand (i.e. existing customers) but simple, cost-effective mailers are better at driving new prospects to your PURL page.