©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Tie it to print. Offer your consumer tips on products or services by using the three-step, “Paul Harvey” approach. Step one: grab their attention by intriguing them to want to read more from a direct mail piece they received. Step two: direct them to your social media channel(s) to read the rest of the story. Step three: solicit their feedback by closing with a question. Some charities do an excellent job by describing the difference they are making in a person’s life. The short story with a picture is compelling to the extent that it results in the consumer becoming more engaged and involved on their website. You can try this with your postcards and other direct mail drops including catalogue inserts.