#3 Make the Internet Equal Interaction
Rather than making the issue the URL, focus on the content of that URL and how it directs the reader, urges Kern. “We like to make [URLs] an important call to action … and create microsites with unique and exclusive content that makes readers want to respond,” he says. For example, his company uses personalized URLs (pURLs) for a client called Wired Red; when direct mail recipients type in their personalized URL, they are directed to a personalized landing page and their lead data already is populated on the Web site.
URLs now provide prospects with a forum in which they can interact with advertisers through e-mail, message boards, user forums and even blogs. For example, rather than posting a FAQ section that doesn’t require interaction, Feinstein suggests a click-to-chat section where prospects can ask their questions to a live person.
This is all in addition to giving advertisers a venue to provide more product information and the ability to purchase. “We advise our clients to include URLs in all direct mail materials so they can track the full ROI of their marketing spend, but more importantly, so that they can offer consumers a myriad of ways to purchase their products/services,” says Figueredo.