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Joan incorporates a special Web URL into the mailing piece as one of the response paths. The URL leads to a mailing-specific Web response form posted on AnyNet's corporate Web site. Joan asks prospects to include their e-mail addresses on the direct mail reply card or on the Web response form. She asks if AnyNet can use the prospect's e-mail address for future communications. She collects the e-mail addresses of respondents who provided them for a follow-up campaign.

 

Create a Web banner ad. Joan has a Web banner ad created to coordinate with the direct mail. Cost: $2,500. She invites her Webmaster to lunch and gets him to agree to place it on the AnyNet home page. The banner is linked to a special Web response form Place the Web banner ad. Joan also places the banner ad for one month on a Web site targeted to networking managers. The Web site guarantees that the banner ad will appear 100,000 times in that month. The banner is linked to a special Web response form. Cost for the research and 100,000 impressions: $9,000. Total cost for the banner ad campaign: $11,500.

 

Incorporate a special URL into the mailing piece. Joan adds a Web response path to her mailing piece; she includes a special URL along with the phone and fax numbers, and the tear-off business reply card. The Web response form has a link to AnyNet's home page at the end of the form. Versions of the form are created to accommodate the two different banner ads (one on the AnyNet site, and one on the commercial site targeted to networking managers) so response can be measured separately.

 

Develop a Web response form. Joan has a special Web response form created to post on her Web site. The form has the same look and feel as the mailing piece and reiterates the major copy points. The Web response form asks the visiting prospect to answer several qualifying questions. When these questions are answered, the prospect will be able to instantly access and read the offer, the Analyst's Report, online.

 

Cost to create the Web response form: $2,000 (not including response processing or reporting).

More about Consumer Marketing List.   See also: Direct Mail Marketing and Web Advertising .

 

Response Makers - Consumer Marketing List