4. Approach your customers in a very coordinated fashion.
With so many tools at a marketer's disposal, it's easy to overdo it and be inconsistent with messaging as well as not maintain a good frequency of touches. For Datran, Bloom has found good contact sequencing to be sending an e-mail one week short of an in-home date for the direct mail piece, and then following up that direct mail piece a week later with an e-mail. "What you want to avoid is a mail piece showing up in the consumer's home with no regard to any of the other offers they are getting via other channels," he reminds.
5. Instill their confidence with the Web site.
Many direct mail buyers still approach Web sites with caution, so you must reassure them immediately about the security of your Web site. "One of the most critical aspects of any Web site are the corporate branding elements—logos, taglines, images, etc.—which convey to consumers a consistent and reputable experience that builds their confidence and assures them that by transacting online they will enjoy the same quality buying experience as they have always enjoyed via direct mail," states Bloom, who says that other strategies to build consumer confidence online are to include logos reflecting transactional security, prime credit cards accepted, Good Housekeeping seals, industry awards, etc.
6. Optimize your Web site, and keep it evolving!
The general aim of the Web site is to keep customers actively involved with your company and expand their opportunities for engagement. "The best ways to do that are by providing the latest information about your company and by delivering a logical, intuitive, relevant and rewarding experience," says Bloom.
Hennerberg offers a cautionary note, however. "I think there should be a huge concern to anyone using direct mail who is pushing response to a Web site. When a consumer reads direct mail, and you point her to your Web site, she might research other offers for identical products using keywords and key phrases that organically bring up competitive offers. If the direct mail offer didn't sell her on doing business with you, she might find a competitor online, who has optimized their Web site, and get a better deal than you were offering," he warns. In other words, optimize your Web site to cut down on such a possibility.