Whether you’re an Internet marketer or a generalist, turning prospects into buyers is a top priority. Many marketers continually test the success of their various integrated marketing communication campaigns, and one of the most frequently asked questions is, How do you use an offline medium such as direct mail to drive traffic to, and conversions on, your Web site? The key, says Michael Fleischner, author of The Webmaster’s Book of Secrets (www.webmastersbookofsecrets.com), is to develop a creative direct mail piece, choose the right list, and create an offer that resonates with your target market. Also, consider the following:

• Package planning is essential for making your direct mail marketing campaign a success. Before you begin, plan your direct mail package. Will it include a letter, sell sheet, coupon, and business reply envelope? Perhaps you’ll be using a postcard. How big? How small? What creative direction will you take?

• An effective envelope message motivates consumers to open your piece. Your direct mail offer is no good unless it’s seen by your target market. Spend a lot of time on the envelope, giving consumers a reason to open it and learn more about your offer. Create a swipe file of direct mail promotions that you’ve personally received and opened. What was it about these offers that compelled you to take the next step?

• Value-added direct mail postcards can help attract attention. To avoid the issues associated with unopened mail, test a postcard or two. Although much simpler than direct mail campaigns using an envelope and multiple response mechanisms, postcards can be a great low-cost method for driving people online. Be sure to have a compelling reason for people to visit your Web site, and a method for tracking results. Dedicating specific URLs to special offers is a great way to track activity.

For more direct marketing tips, download the November issue of FuelNet Monthly, an 8-page newsletter designed to help owners and managers of companies of every size maximize their marketing opportunities and grow their business. Other issue highlights include:

• A 4-step plan for growing customer relationships
• Smart ways to improve employee performance
• How to build an effective referral network
• Tactics for generating more sales leads online
• Why trust is the most important business asset

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