In hindsight, it was the right decision. When a person has decided to purchase and is working with the order form, suddenly seeing the URL is an invitation to stop ordering and go online to maybe find out more information. Once a mailing is set aside, chances are that it will be covered by the sports pages and end up in the recycling bin. The order is lost. Never provide an interruption in the ordering process. Including a URL can be a deal killer.
* If you include a URL, it should not be the general landing page or home page. Some people prefer to order via the Internet. But if the prospect goes from a specific offer in a direct mail package to a corporate home page, a mental disconnect will occur. Like the Comcast voice menu that failed to mention HBO and the need for a new cable box, a home page with dozens of choices will be confusing and the thread of the promotional argument will be lost along with the prospect. Instead, any Web address given in a promotion should have a landing page that specifically picks up electronically where the print left off. Otherwise, a URL is a deal killer.
Never forget, as an Internet marketer, you are a mouse click away from oblivion.
* Never ask for a credit card number on a reply card or the response half of a double postcard. In this epoch of identity theft, always include a reply envelope when asking for the order to be charged to a credit card account. Otherwise, the credit card info will be hanging out naked for everyone along the reply mail trail to see and possibly steal. This possibility will frighten prospects and is not only a deal killer, but also bad business.