3. How to drive people online via direct mail
There are a number of different ways in which people can be influenced to go online via direct mail. For example:
Augmented reality Augmented reality can set marketing efforts apart from competitors. This brings content to life, and requires a phone or tablet in order to work, increasing the likelihood of recipients going directly to your website.
QR codes The effectiveness of QR codes is often debated in marketing. When using QR codes in direct mail it is important that users have enough of an incentive to activate them, as well as providing clear instructions on how to do so.
Personalised URLs A great way to bridge the gap between offline and online marketing is to use personalised URLs. Recipients are more likely to respond to a message which is addressed with their name, as opposed to a generic opening line. A study carried out in 2014 found that, “Poor functionality and concerns over data security appear to be the main sticking points for consumers. If brands address these concerns, more consumers will move between print and online on the nearest device available – very often a mobile or tablet 10 .” Brands should therefore ensure that their site is highly functional both on desktop as well as mobile and tablet – before any marketing which drives users online takes place.
10 DMA, “Mobilising print media – new paths to purchase”, 2014.
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