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Direct Mail for the Digital Age: Using Mail to Grow Your Business - Online Fall 2004
The internet's immense popularity and the recent rise of online marketing has left many traditional marketers wondering about the future. True, the World Wide Web has changed the way people do everything from planning family vacations to filling prescriptions. But as much as things change, things stay the same. A recent study showed that direct mail is the most effective among traditional media in driving people to a company's web site. This could be, at least in part, because of the superb way direct mail sparks interest in the eye of the consumer. Couple that with direct mail's longevity and you have a powerful combination to increase web traffic. Think about it - direct mail delivers special offers, product samples and important updates directly to customers' homes. And the information superhighway easily puts worlds of knowledge at their fingertips. In that sense, it seems only natural that marketers would bridge synergy between old and new world marketing tactics. Here's a scenario. A busy mother receives a brochure in the mail advertising Company X's new online school supply site about a month before her children's school starts. The mailer touts the site as being a fast, simple alternative to buying school supplies and offers 20 percent off the first purchase. The mother thinks to herself, this is worth looking into, and sets the brochure by the computer. The next time she's checking her e-mail, the mother decides to check out Company X on the web and discovers how easy it really is to buy her children's school supplies online. When she checks out, she finds the promotional code on the brochure (which she still has), receives her discount and promptly decides this is the only way she will ever by school supplies again. Now that Company X has turned this prospect into a customer, the company has her mailing and e-mail address for further marketing automatically stored in their database. And because she had to enter the promotional code, a back end software program is easily able to calculate response rate, plot the most successful neighborhoods and analyze the next time the mother will need to buy school supplies. Pretty slick, eh? And the best part is - the mother still has the brochure. When direct mail pushes people to an online store, it relieves the pressure to visit a brick and mortar store and allows the customer to visit and shop at their leisure. Direct mail marketing coupled with online marketing very well could be the most convenient way for many shoppers. Direct mail brings the offer to the doorstep and they bring your storefront, home. |
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