Include a Clear Call to Action (CTA): Make sure your direct mail piece has a strong, compelling CTA that directs recipients to visit your website. This could be for a special offer, a downloadable resource, or to learn more about a product or service. Use phrases like "Visit our website for an exclusive discount" or "Learn more online today!"

Use Personalized URLs (PURLs): Personalized URLs (e.g., www.yourwebsite.com/JohnDoe) make the direct mail piece more engaging and personalized for each recipient. This not only makes the recipient feel special but also allows you to track who visits your site from the direct mail campaign, providing valuable data on its effectiveness.

Highlight Unique Benefits and Content: Clearly communicate the value of visiting your website in the direct mail content. Highlight specific features, exclusive content, special promotions, or valuable information that can only be accessed online. This encourages recipients to take the next step and visit your site.

Incorporate QR Codes: QR codes are a quick way for recipients to visit your website. Include a QR code on the direct mail piece that, when scanned with a smartphone, directs the user to a specific landing page. This makes it easy for users to engage without having to type in a web address manually.

Combine with Digital Retargeting: Use direct mail as part of an integrated marketing strategy. After sending out your mailers, use digital ads to retarget those who have visited your site but haven’t converted. This multi-channel approach increases the chances of reaching potential customers through multiple touchpoints.

Offer an Exclusive Incentive: Provide a special incentive or offer that’s only available through the direct mail campaign. This could be a discount code, a free trial, or an exclusive piece of content available only to those who visit your website using the specific URL or QR code provided in the mailer.