The customer journey covers both online and offline. Your marketing efforts need to reflect that. As digital marketing evolves and competition grows, it has become necessary to overlap both online and offline marketing efforts. Your customers have instant online access on their phones which means that they can, and often will, go from your direct mail communications straight to your online communications.
An effective method of optimizing this transition in direct mail marketing communications is to use PURLs (personalized URL). These are urls that send the recipient of the direct mail to a unique and personalized landing page where they can learn more about your offer. In addition to being able to track your consumer, PURLs allow you to personalize your connection with the customer.