Reinforce Your Direct Mail Copy on Your Landing Page
When driving direct mail recipients to your Web site, make sure the landing page or microsite to which you direct them mirrors your direct mail piece in terms of copy and design.
According to Craig Huey, president of Torrence, Calif.-based Creative Direct Marketing Group, one of the biggest blunders marketers make that dramatically can depress response is to create a microsite that is hard to navigate and does not correspond to the direct mail piece. “[Just] because something is on the Web, human psychology and direct marketing rules are not suspended,” notes Huey. “To maximize response ... you have to have a microsite that is completely compatible with and tracks the direct mail piece.”