Can Direct Mail Drive Internet Web Traffic and Sales?

The answer is of course it can!

It’s tricky business using one media to drive traffic and response to another media.

Most of us in marketing and anyone older than 5 are familiar with driving consumers from short and long form television, radio, direct mail and cable advertisements to order through the telephone, but more and more of us are comfortable making that purchase online these days.

I think the time has come and I’m fairly certain that domain or website awareness can be reached using direct mail as a strong marketing tool in the direct marketers tool belt.

I also think direct mail may prove to be more cost effective and provide a better return on investment (ROI) than many other popular forms of paid advertising for promoting websites or products online, whether it be banners or paid search.

I’m sure Google will block this post from being sent viral but hey let’s see what happens…

Here’s the idea…

You own a website that sells a variety of products for equestrians (horse lovers and riders) and you want to get the word out about your website.

One can advertise in equestrian magazines or advertise on websites that would be noncompetitive but complimentary to a product and supply company.

The problem is the cost of reaching these individuals is high relative to your ability to communicate a complete marketing message and offer with the knowledge that they will see your website and business and create that buzz or awareness you need to monetize the traffic.

With direct mail however you can use a very strong call to action that will be placed right in the hand of the individual you want the most, literally leaving them no choice but to acknowledge your existence as a business and hopefully provide them with a compelling reason to jump online and check you out.  Why not offer them free riding gloves with any purchase over $50.  This can easily be done with an over sized postcard mailing.  You can also have them enter a super saver new customer discount code to take 20% off their very first purchase when they register on the site.  The direct mail piece can easily represent the style and quality of the rider you intend to reach and make a compelling reason for them to consider you and your business as a new source for making easy online purchases.

This is the right time for this type of direct mail marketing…Google keyword pricing continues to go up as more competition enters the daily fray ultimately bidding up prices.

The clutter of online organic search makes it increasingly more difficult to remain relevant and on top of searches, direct mail breaks through the clutter and allows accurate targeting that gets in the hands of the people you want to reach.

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There are over 25,000 targeted lists on the market for direct mail, email and telemarketing.
By using a simple search tool like thelistguru.com interface you can narrow down the number of lists that would be ideal or perfect to get you started in your direct marketing efforts. A targeted telemarketing list of residential, consumer or businesses is extremely important. Direct marketing professionals will tell you that the “list” is probably the most important component of any targeted direct marketing effort. Depending on the promotion the list can be responsible for up to 90% of the success or failure of any marketing effort. It’s widely believed that lists on average contribute as much as 50% to the results of any marketing effort.