Direct mail can be effectively used to drive traffic to your website and support online marketing.
Many internet shoppers' purchasing decisions are influenced by direct mail.
The key to making this work for you is to provide an incentive for the reader to visit your website. Use a promotional code to track results and consider offering a special bonus or discount. It is imperative that you provide a compelling reason for the reader to make the effort to go from reading your mail piece to the web.
Make sure the url is clear and easy to both read and understand. A specialized landing page is also a good idea for this integrated campaign.
For more tips, read Mark Haslan's complete article at Overnight Prints.