When using direct mail to drive traffic to a website or URL, short copy works better than long copy. That’s the finding of DM expert Craig Simpson, who sends out at least 100 mailings a year that drive prospects online.
Craig reports best results for driving web traffic are generated with postcards, tear sheets, small self-mailers, and check letters. Avoid using magalogs, long-copy DM packages, and digests; you don’t need a 12-page sales letter to drive prospects online for a free report.
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“You have to make sure the length of your copy matches your call-to-action,” says Craig. “So, a long sales letter is not necessary for driving prospects online. The cost to mail out a long-form sales piece usually outweighs the return when you are driving prospects online.”