5 Ways to Get Your Website Up to Speed
Often that site features some of the same content as the direct mail package currently in play, according to Rosenbaum-Lehrer. But that doesn't mean that their looks should be identical. "One of the worst things you will see is the website that takes the same content from a direct mail piece and basically slams it onto a website without modifying anything-content, text, even the layout itself," says Bloom, who suggests teasing consumers with informative excerpts from website pages to promote interest and incorporating universal website icons-like the pointing finger, hourglass or other recognizable "moticons"-into the direct mail creative demonstrates that the company or organization is an internet-friendly multichannel marketer.
4. Coordinate Your Approach
"The old direct marketing adage of targeting the ‘right consumer with the right offer at the right time' must now be amended to include ‘via the right channel,'" argues Bloom, who mentions that 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 nonprofits, you simply can ask mail donors for their e-mail addresses and then contact them by both mail and e-mail, with integrated campaigns that involve messaging in both channels. "Some donors like the choice and will give via both channels," says Swenson. "The Target Analytics Internet Benchmarking data shows that dual channel donors are the most loyal and most valuable, especially because people give larger gifts online (credit card, urgency, spontaneous) than in the mail." She goes on to say that integrated work will have different payoffs for different organizations and different donor segments.
5. Optimize Your Website
The general aim of the website is to keep customers actively involved with your organization and expand their opportunities for engagement. So you have to move as quickly as your audience. "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.