Current, I am planning, for a client, a (postal) mail campaign to reach potential buyers at their homes. The targeted audience includes female home owners of 30-45 years of age. Besides the design of the printed material (imagery and contents), the client also requested adding to the printed material "components to encourage and make it easy for readers to visit my website". The purpose is to bring these (offline) readers online, and manage the relationship with them online as much as possible.
Besides making the content interesting (we are working on it), what can I do to fulfill the requirement: "encourages and makes it easy for readers to visit my website"? What techniques do you have experience with, and what are the results (data points)?
A few tricks in my bag now:
QR code for the website;
Shortened URL, such as "goo.gl/UUXjES"; and
Acquiring a special URL for this campaign to make it easy to remember, then forward traffic to this URL to the customer's website.
What else should I include and test?