How to Increase Your Visitor Match & Mail Response Rate

Visitor Match & Mail (VMM) is a vital marketing tool that can dramatically improve the results of all your existing marketing efforts.

First, what is Visitor Match & Mail? A direct mail piece, right? Yes—but it’s a lot more than that.

VMM is a couponing tool delivered via direct mail to people who are actively shopping for what you’re selling. How do we know that?

• First, it’s mailed only to people who were on your website.

• Second, what other reason would they have for being on your site? Boredom? Unlikely. They’re shopping—researching a purchase.

You may have done direct mail in the past. Traditional mailings are a shotgun method—you send your message to a list of “suspects” who might need, might want, and might be able to afford what you’re promoting. But you don’t know for sure until after you’ve mailed them.

Visitor Match & Mail postcards, on the other hand, are sent to people who are already shopping.

Think of it like this: you’ve been online shopping for [insert your product]. YOU ARE IN THE MARKET. Maybe not ready to buy right now, but it’s on your mind. You’re actively looking.

You’ve browsed several websites. Nothing stood out.

Then a few days later, you receive a postcard in the mail—with a really good deal on the exact thing you were shopping for.

What are you going to do? You have a coupon in hand. Would you agree that your decision likely depends—at least in part—on how good the offer is?

If the price point and perceived value make you stop and say, “Wow, that’s a good deal,” that company just moved to the top of your list—and your purchase timeline just moved up.

But don’t just take my word for it—look at the facts. Sending a coupon to consumers who are actively shopping for a product or service can significantly influence their buying decisions. Consider these key statistics:

• Influence on Purchase Decisions: Approximately 86% of online shoppers are more likely to try a new brand if offered a coupon—showing that timely discounts can sway consumer choices.

Source: Capital One Shopping Research 2024

• Increased Spending: About 38% of American consumers spend more than planned when they have a coupon, proving coupons can boost transaction value.

Source: Capital One Shopping Research 2024

• Unplanned Purchases: Nearly 67% of consumers make unplanned purchases because of a coupon.

Source: Capital One Shopping Research 2024

• Preference for Physical Coupons: Even in the digital age, many consumers still prefer physical coupons. In 2023, a significant number of shoppers continued using them—highlighting the power of direct mail.

Source: Capital One Shopping Research 2024

Factors That Will Increase Your Visitor Match & Mail Conversion Rates

• Offer: Use a simple, clear offer with an expiration date to create urgency and prompt immediate action.

• Dramatic Headline: Your offer should be visible instantly.

Example: “Save $750 on Home Insulation”

You know two things about how people sort their mail:

1. They scan the stack quickly, deciding in about 2 seconds whether to keep or toss each piece. The more visible and relevant your offer, the more likely they are to keep it.

2. With the VMM list, you know they’re actively shopping—so a good offer will stand out even more. (You’ve never had this kind of precision mailing opportunity before.)

• Avoid Marketing Clichés: Leave off phrases like “conveniently located” or “family-owned business.” If it doesn’t directly support the offer, leave it out. I know you think it’s important—but the reader is asking, “What’s in it for me?”

• Call to Action: Tell them exactly how to respond—call, text, or email. Avoid sending them back to your website. At this stage, you want to pull them off the internet to limit exposure to your competitors.

• Guarantee: Include one on the card. Take the risk off the table to make the decision feel safer.

• Testimonials: Social proof builds trust and validates your offer.

Don’ts for Your VMM Postcard

• Don’t present a confusing offer—keep it simple.

• Don’t use asterisks. Strings and restrictions make offers feel “too good to be true” and look scammy.

• Stick to one strong offer per card. Multiple offers = confusion.

• Don’t promote everything you do. Again—simplicity sells.

• Don’t send people back to your website. You want to talk to them directly. Especially for high-ticket items, getting them on the phone or in the store is crucial.

Visitor Match & Mail is truly a godsend for small business marketing. It’s the follow-up system your website has been missing. Without it, you’re losing leads—and wasting your marketing dollars.