So why would you even want to use offline marketing? If your online marketing is doing good or even great, you might think there is no need to go offline.There is couple of reasons to, at least, consider offline marketing:

• some of your prospects may prefer offline marketing
• some people respond more to ‘tangible’ marketing, e.g. a postcard
• offline marketing element (a postcard) is more memorable
• multi-media campaign (offline plus online) tends to be more effective
• offline marketing is a ‘low-cost’ solution if done right

So how would you do it?
Say you have a 7-step online campaign. Those 7 steps are just 7 emails you send to your prospects after they opt-in.

So let’s add another step in the middle of the sequence. This step will be the offline step.

The offline step is just a simple small yellow postcard with live stamp. This postcard is easy to create.

One side of the postcard will have your return address and prospect’s address. The other side of the postcard is a simple teaser text with personalized URL.

Note, that the sole purpose of the postcard is to move the prospect from offline to the online world. So the message on the postcard must have just basic information and evoke curiosity.

When they type their personalized URL into the browser, ‘their’ personalized page will show up. There you have more space to communicate your message.

Where do I get the mail addresses?
Of course, in order to send the prospects a postcard, you have to have their physical mail addresses. You can do it by offering to send your prospects free CD/DVD or a brochure.

This can be done directly on a single squeeze page, or you can do it in two steps. You can first ask them for email and name (so you have at least that), and then after they optin, on a “thank you” page, offer an ‘up sell’. This ‘up sell’ is that same free information you already gave them, but in the physical form (a CD/DVD/brochure).

Note here, that those prospects who optin for physical form are probably those who would positively respond to your offline marketing.