5 Tips to Integrating Direct Mail, Email and Online in One Marketing Campaign
Consumers have many choices today and use a multitude of avenues to research and buy products and services. Does your business integrate email, direct mail, personalized URLs (PURLs) and landing pages to reach its customers and prospects? Whatever the answer, here are some ways to make the most of your integrated marketing efforts:
1. Begin With the End In Mind.
Define key objectives and success criteria first and work backward from there. A campaign brief will help you organize goals and priorities. Be sure to include information about objectives, target audience, key messages, campaign configurations and other details that will help reach your marketing goals.
2. Proper PURL Usage.
No matter what the media, a PURL should always be part of the call-to-action statement or you risk it getting lost. In order to maximize your PURL, issue a unique password for each one—passwords help the recipients feel that their information is secure. Avoid using the number "1," the letter "O" or the number "0," which can be hard to read and decipher. Use a meaningful, short URL and tie the address to the campaign's theme. For readability, capitalize the first letter of each major word and use easy-to-read fonts such as Arial and Verdana.
3. Write a Landing Page That Entices Action.
A landing page has one job: to close the deal. An effective landing page will meet the campaign objectives established up front—nothing more and nothing less. Keep copy short and concise. Content needs to be relevant to your offer, and every part must facilitate the purchase process. Minimize distractions. Do not include hyperlinks to outside websites. Keep all copy—especially the call-to-action button—in the window screen that is viewable without having to scroll down. Keep the survey page short—just three to five questions. When in doubt about a piece of content, ask, "Is this really important, and will it facilitate the sale?"
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.