3 Ways To Track Direct Mail and Its Impact On Your Website

When you are planning on sending a direct mail piece out to your target audience, make sure you include measurement components into your marketing strategy.  That way, you can see which marketing methods are the most effective!

Use Google Analytics to Benchmark Direct Traffic
Prior to sending out the direct mail piece, monitor and record the Direct Traffic that Google Analytics reports on your corporate website.

Then, monitor those numbers as the direct mailer starts to land in recipients’ mailboxes. While this is not going to tell you exactly how many people hit the website because they saw your URL on the mail piece, this approach may help you to gauge if the needle moved at all.

Yes, it may sound simple and less than scientific… but it’s something that should and can be done by anyone.

Use Personalized or Unique URLs on the Direct Mail Piece
Rather than printing your corporate website URL on the direct mail piece, use a custom or unique URL that will only be promoted to the people receiving the direct mailer.

That URL may simply serve as a redirect to the corporate website once it’s entered. Or maybe it points to a landing page that is embedded into one of your site’s pages.

This activity should help to serve as a good indicator if the mail piece made an impact.

Ask People!
This approach is often simple to execute and can result in solid data… but it’s often overlooked. In the contact forms that are provided on your website, add a question that asks people how they heard about you.

Also, train and encourage sales reps to ask new prospects that request more information if they received the mailer and then record it.

Moving Forward
Of course, direct mail’s impact isn’t necessarily measured only within the few days it arrives at the recipient’s house.  People may store and return to that mailer at a later date — perhaps even weeks later. Thus, keep an eye on website traffic over the long-term to see if the impact of the mailer is still being felt.

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Introducing Latka Communications’ New Website!

New year, new logo, new equipment, new services!  It’s all happening here at Latka Communications.

Like most websites, ours took months to plan, write, design, select photos, and encode … all to ensure that the final site meets our viewers’ expectations as well as our own.

We wanted the site to be bright and fresh and to represent our forward-looking approach of being a business and marketing resource as well as a service-provider to our clients.  We also wanted the site to be user-friendly:  interesting, easy to navigate, and mindful of our viewers’ information needs and limited time.

We hope you agree that the time spent planning was worth it and that the new site achieves all of these aims. We think that the green and purple color palette with plenty of white space and photos is inviting and reflects the excitement we have for our new strategies and technologies. The simple design allows us to make available in-depth industry and technical information as well as to provide quick access to case studies, testimonials, and news about Latka’s services and personnel.

We kept the text brief and conversational and used clear links and headlines to ensure information is easy to find and access. Our white papers and newsletters are available for convenient download as well as archived for easy retrieval.

So whether you are just browsing our services or looking for a discussion of multi-channel marketing, for example, please take the time to review our new site and indeed return often to see what’s new.

And be sure to send us your comments; like all websites, ours is a continuing work-in-progress and we invite your comments to help us ensure that it meets your information needs.


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3 Must-Haves For Your Mobile Website

Taking the leap towards a mobile website is a big step. Maximize your investment by including these three essentials components into your new mobile site.

1. Keep Your Branding Consistent

Your mobile site is another medium that your company can use to engage with potential customers. Keep the same branding and color scheme that your existing website has. This helps with recall and recognition, two critical components of any advertising or marketing strategy.  Visitors will also know right away that they are on the site they’re looking for- yours!

2. Calls To Action

Much like your desktop website, you want your mobile site to inspire some action from viewers. A mobile site offers the opportunity for commerce and immediate data collection. Give viewers the ability to sign up for newsletters or other initiatives. One great feature is “click to call”.  Display your phone number on your site, and one click dials the number. Now that is instant gratification.

3. Navigation Ease

A smartphone screen isn’t excessively large, and a lot of us need glasses to read their phones (ahem).  So don’t defeat the purpose of a mobile-optimized website by squeezing tiny text onto a page and adding small buttons and links. Eliminate the need for scrolling and zooming.  Also, think about the type of content you are adding to your mobile website.  Everything should be simplified.  If your website has 3-5 paragraphs on a page, you may want to cut that down to just a few sentences.

If you have questions about building a mobile website, contact our team today!

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3 Ways to Incorporate QR Codes into Fulfillment

There are plenty of examples where marketers have put QR Codes on their materials simply because they could. But there also have been a great number of QR Code applications that truly provide value to a customer or prospect, and in return, to the company as well.

Here are three ways that companies could incorporate QR Codes into their fulfillment process:

QR Codes that Point to How-To Guides and Instructions

Thus, one way that companies could reach the emerging mobile audience is to place QR Codes on packages and boxes of the material that they sell and ship.

These QR Codes could point to mobile websites and/or videos that provide step-by-step instructions and online videos that demonstrate how their items should be properly assembled.

QR Codes that Lead to Mobile Surveys and Forms

Social networks have made it easier than ever for people to tell the world if they are happy or not with a company or product. Companies could seek to acquire that information directly as well by putting a QR Code on their packages that lead to mobile website surveys.

These surveys could seek to ask the most important questions that a customer may want to answer — “Are they satisfied? Do they need help? What could be done better?”

This feedback could be provided while the company and its products are absolutely fresh in the customer’s mind… right through their mobile phone.

QR Codes that Make it Easy to Order Additional Materials

When someone needs to order a replacement part or to reorder an entire unit, companies would certainly want to make that an easy process.

This could be done by including a QR Code on packaging that leads to a mobile website. The website could either contain a Form that allows a user to request the item or a response from a sales rep; or it could even include an option for placing an order directly from the phone.

Think of QR Codes as not just an interactive marketing tool, but a mobile customer service representative.  These 2D codes can offer extra assistance, gather feedback, and help give your customers more of what they want!

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