How to Use Mail Advertising to Drive Traffic to Your Website

Every business needs to have a website, especially if you want to sell products and services, convert new clients, or find attendees for your events. However, it’s impossible to achieve these goals if no one visits your website! This means that increasing web traffic is crucial to the success and growth of your business.

You can use direct mail campaigns to drive traffic to your website, resulting in more opportunities to gain new customers. In this article, the direct mail experts at Troi Mailing Services will offer a few valuable tips on how direct mail can increase web traffic.

Include a QR Code or Personalized URL (PURL)

QR codes and Personalized URLs (PURLs) are two of the easiest ways to integrate direct mail marketing with online channels. These methods create a straightforward and streamlined path from in-person marketing materials to your website by reducing the number of steps the recipient needs to take.

At the end of the day, people demand simplicity. They want to be able to scan a QR code and be transported instantly to the relevant landing page. Unnecessary steps are extremely off-putting. The shorter and easier the journey is, the higher your campaign’s conversion rates will be.

Additionally, QR codes and PURLs allow you to track engagement levels, measure the ROI of your campaign, and gather data on consumer behaviour and preferences. These insights are incredibly valuable as you perfect your direct mail advertising strategies. 

Create Campaign-Specific Landing Pages

When the recipient scans the QR code or types in the URL, it’s a good idea to direct them to a campaign-specific landing page. This landing page has been designed specifically to funnel audiences toward the desired action. That could be purchasing a specific product, subscribing to your email list, starting their complimentary trial, signing up for an event, or learning more about your organization.

Furthermore, the landing page should provide all the information that customers are looking for. Don’t make promises and then fail to follow through. Customers do not want to jump through hoops or convoluted marketing videos to find the information or exclusive deals that were advertised in your direct mail campaign.

The landing page is still part of your broader website (although you can create stand-alone landing pages). Visitors should be able to jump off from the landing page easily to explore other sections of your website. 

You can also use this landing page to track the results of your campaign. It’s easy to track visitors and conversions, revealing if your direct mail campaign has been effective at driving traffic to your website.

Provide an Enticing (Limited Time) Offer

Providing a special offer is one of the most effective ways of generating engagement, converting sales, and driving web traffic. Consumers encounter many advertisements every day.

A great way to stand out is with an enticing offer that compels recipients to take a closer look. Of course, the offer should be something that your target audience actually wants.

Recipients will happily visit your website to redeem their limited-time coupon, take advantage of an exciting sale, or sign up for an exclusive deal. With the right incentive, you can encourage audiences towards the desired action.

Give People a Reason to Visit Your Website

Ultimately, you need to give recipients a reason to visit your website. Without the right incentive, you’ll have a hard time driving traffic. You can offer early access to sale, a no-obligation service trial, access to educational materials, a free product sample, or a discount code or coupon.

Accessing your website also needs to be easy and streamlined for recipients. If it’s too much work, they won’t go through the hassle. So, how can you make this process as seamless as possible?

QR codes are one way. They simplify your customer’s journey from your direct mail piece to your website. All the recipient has to do is use their phone camera, and they are instantly transported to a chosen landing page.

If you decide not to use a QR code, then your next best option is to include a simple, easy to remember, and easy to understand website URL. It should not be complicated or lengthy. The faster recipients can type the URL into their browser, the better.

Use a Strong Call to Action

Every direct mail campaign must include a strong call to action (CTA). This is crucial to the success of your campaign. If you want recipients to take a certain action, you need to tell them what that is and how to do it. You should make it simple and easy for audiences to engage with your brand, visit your website, or make a purchase. 

All direct mail pieces (and landing pages) should have a clear and apparent CTA. If the goal of your campaign is to drive traffic to your website, then the CTA should tell recipients to visit your website and offer an enticing incentive. For example, “Visit our website to access your limited-time offer!”

Once audiences reach the specific landing page on your website, make sure that there is another CTA waiting for them if they need to take any additional steps, like signing up for your email list.

Integrate Direct Mail and Email Marketing Campaigns

Multichannel marketing campaigns are highly effective since they create multiple touchpoints with your customers. Direct mail is very powerful on its own, but that doesn’t mean you should abandon email and digital advertising altogether. Instead, integrate your marketing efforts across multiple channels. That way, your message can find customers wherever they browse.

As you try to drive traffic to your website, consider the many different places where you can communicate with your target audience. Then, create a cohesive and consistent message that appears on your direct mail pieces, emails, and even social media ads! Each medium reinforces the other, improving brand recognition in the process.

Many customers need to see a message or encounter a brand several times before they commit. Consequently, taking a multichannel approach to marketing can move your business closer to its goals.

Direct Mail Advertising With Troi Mailing Services

Direct mail advertising allows you to connect with audiences and move your business closer to its goals. Whether you’re looking to increase web traffic, sell products, or advertise events, direct mail is a highly effective tool. After all, it’s memorable, personable, and inspires trust among audiences.

Troi Mailing Services is available to help you get the most out of your direct mail campaigns. We are Toronto’s one-stop shop for direct mail fulfillment and advertising. To learn more about our direct mail advertising, call us at 1-866-486-0423 or contact us online.