Use Direct Mail to Drive Traffic to Your Web Site

                                                                                         

Once you have created a Web site for your business, you need to make people aware of your Web site. Direct mail may seem counterintuitive, but it can actually work quite well to drive traffic to your Web site.

Read on to find out why you should use direct mail to promote your Web site.

It is more personal than email. When you send direct mail pieces to someone’s home, that piece is actually inside his home, inside his personal space. This creates a greater sense of intimacy than email because all you have to know is the person’s email address – you do not even have to know the person’s name to send an email! People respond more to personal, postal mail than to email.

People can touch and feel direct mail pieces. When people have something concrete in their hands, like a postcard or catalog, they feel more connected to the company and the product or service the direct mail piece is touting. Interaction garners better attention and better memorability.

Direct mail is portable. When someone receives a postcard or catalog in the mail with a Web site address on it, they do not have to remember the Web site address to navigate there. They can simply carry the postcard or catalog over to the computer, set it down and type in the Web site straight from the direct mail piece. The portability of direct mail makes it easier for people to go back to your Web site.

You can target your audience better. You decide who gets your direct mail pieces, when they get them and where they get them. With television or online advertising and marketing, you do not know who is seeing your message and when.

Direct mail is cheaper than other means of advertising. Catalog printing, flyer printing and other printing methods are generally cheaper than ads you could run online or on TV. Because you are reaching a targeted audience at home, you can tailor your message better. With advertising that is seen outside of the home, you have to generalize your message for the masses. You know who lives at the homes you are mailing to, which will net you a higher response rate because you know what those people want.

People would rather see direct mail than email ads. In a recent study by InfoTrends, 61% of consumers said they prefer direct mail ads, which was three times the number who preferred email ads. People liked direct mail ads that were personalized better than general ads.

It is easy to ignore email ads. When you see an email from someone you do not know do you open it? Probably not. I know I just delete emails that have subject lines that sound like ads. Or, even emails that have subject lines like “hi” but are from an unknown source. I know from experience that those are ads and I do not even bother to open them. But, at home, whenever I get a postcard, I at least look to see who it’s from and turn it over before I throw it in the trash. That right there is what makes direct mail worth it – people will see your name and Web site address and it will become familiar to them. The next time they see your name, they’ll be more apt to read your stuff because they have heard of you.

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