RE: Driving traffic with direct mail
BOB SCHMIDT WROTE:
>Anyone have experience/success building web site traffic
>using traditional direct mail? It seems counter-intuitive to
>me based on direct mail cpms/response rates and banner
>cpms/response rates, but perhaps it has potential.
Recently I was involved in a strategy to promote a Fortune
100's global website. We used direct mail technique that was
wrapped around an Internet technology. The main flight piece
included a nifty disk that sent the user directly to the
site and tracked the usage. Got a 14% response rate within
two weeks.
We found that direct mail works well with segments that: 1.
Need more information than a banner provides for them to
take action 2. New Internet users who need an additional
comfort level 3. Customers who are not likely to On-line
surf (missing On-line advertising opportunities)
Even more than with a traditional dm campaign, the creative
and the "win" must be persuasive.
#################
Toby L. Bloomberg
Bloomberg Marketing Services
770 496-1711
"Boldness has genius, and magic in it." Goethe
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Received on Mon Aug 02 1999 - 17:10:23 CDT
