How to Pick a Perfect Domain Name for Your Next Direct Mail Campaign

Choosing the right domain name for your direct mail campaign is crucial. It’s not just about having a web address; it’s about having a brand that resonates and an offer that meets a specific need.

In this post, I’ll delve into what makes a good domain name and explore three effective strategies for selecting the perfect domain name.

A good domain name has three characteristics: #

It’s easy to remember.

A memorable domain name is like a mental shortcut for your recipients. When they can recall your domain effortlessly, it increases the likelihood of them exploring your direct mail offer.

It’s easy to type.

Having a domain name that is easy to type ensures that potential customers can effortlessly navigate to your landing page. Pick a straightforward domain name to minimize the chances of typos or confusion. Avoid using numbers or dashes.

It ends with “.com”.

While various domain extensions are available, such as .net, .org, or industry-specific ones, most people default to using .com. The familiarity and trust associated with .com make it the preferred choice for a brand’s online presence. Your mail recipients are more likely to remember and input a .com domain.

A note about Direct Mail using QR codes

With QR codes, recipients can simply scan the code with their smartphones, instantly accessing the embedded URL without the need to type or remember the domain. While this technology reduces the friction associated with manual URL entry, it doesn’t diminish the significance of selecting the right domain.

The domain name remains integral to your brand identity, and its visual presence after scanning the QR code can enhance brand recognition. Choosing a memorable and relevant domain ensures that even in the era of QR codes, your brand leaves a lasting impression on your audience.

Three Strategies for Choosing a Domain Name for Direct Mail #

I am going to use a fictional financial services company named Galaxy Bank. (If there’s a company called the same, it’s entirely a coincidence. I am just using this as an example.)

Strategy 1: Focus on the Brand.

In this strategy, the aim is to promote brand awareness and establish a connection with potential customers. By incorporating the brand name into the domain, you reinforce its identity. For Galaxy Bank, domains like “MyGalaxyBank.com” or “NewGalaxyAccount.com” exemplify this approach. These domains emphasize the brand and convey a sense of personalization and innovation, enticing recipients to explore what the bank has to offer.

Strategy 2: State the Benefit or Offer.

Alternatively, you can prioritize the specific benefit or offer in the domain name, showcasing the value proposition upfront. For our Galaxy Bank, domains like “NoFeeCards.com” or “FastRefi.com” focus on the benefits customers can enjoy. This strategy is particularly effective when the offer is a significant selling point. It addresses recipients’ needs directly, encouraging them to visit the landing page to learn more about the featured benefits.

Strategy 3: Make your domain your call-to-action.

You can creatively combine the two strategies above and turn your domain name into a compelling call to action. Here are a few examples: DiscoverGalaxyCards.com, GetFastRefi.com, and LowerMyRates.com.

Which one to choose?

All three strategies can be effective whether you choose to highlight the brand or emphasize the offer. The right choice depends on your campaign goals and what you want to prioritize – building brand recognition or immediately communicating a valuable proposition.

Sometimes, your desired domain name is unavailable, so switching between these strategies can help you find the perfect domain name for your next campaign.

If you want to learn more about the domain name technical details, read my post: 6 Parts of a URL Every Marketers Should Know