According to a study conducted by the Winterberry Group and reported by eMarketer.com “researchers found that 21% of respondents visited a corresponding Web site within 30 days of receiving direct mail, up from 14% in 2003.”
eMarketer.com also cited research by Internet Retailer stating that direct mail influenced web traffic is up 50% in the last 3 years.
The lesson for Internet Marketers is two-fold. 1.) Don’t neglect traditional marketing channels but 2.) tie them to the web to leverage and extend the power of a single channel campaign. Saavy internet marketers will also go the other way by driving web traffic to brick & mortar locations with off-line only redeemable offers.
Whatever you do be sure to ‘close the loop’ by using landing pages on your website to capture incoming Direct Mail traffic. Like the saying goes, “you can’t improve what you don’t measure.”
