5 Tips to Integrating Direct Mail, Email and Online in One Marketing Campaign
4. Follow Proven Web Design Rules.
When designing a landing page, make a visual connection between the direct mail piece and the landing page. Avoid clip art and stock photos just to include an image. If you have an image that is relevant to the campaign, use it. Put the image on the left side, where a visitor's eye will naturally go first. Make sure the landing page has one dominant color with other colors used to draw the eye to specific areas. Remember that not all colors look alike on all computers, and that the color you use for your offline logo may not match up exactly the same online.
5. Measure, Measure, Measure.
You can't improve what you don't measure. Set up a campaign dashboard for 24/7 real-time reporting of campaign results. A dashboard is easy to use, and all tallies can be opened in an Excel spreadsheet. This will help you more easily share your campaign results with clients and other key stakeholders.
Follow this advice when developing your next integrated campaign to help ensure you meet your marketing goals every time.