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Promote consistency in direct marketing and web-to-print initiatives

In developing any web-to-print marketing or operational strategy, it is important to maintain a consistent look and feel across both channels - in terms of design, content and message.

Today's marketing landscape abounds with advertising and promotional channels, such that keeping tabs on all of them can be a bit stressful - let alone maintaining consistency throughout.

However, consistency - not duplication - helps to reinforce marketing messages and boost a prospect's ability to remember a given message, promotion or brand name.

"Your offline marketing should match with your website, and other online marketing. This can apply to color schemes, logos, fonts on headings, etc," writes Rene LeMerle for the blog I Need Hits. "Matching these up will keep your brand consistent, and make it easier for customers to recognize your business."

When it comes to direct marketing, this concept is perhaps even more important. Because certain demographics respond better to direct mail, for instance, than others, consistency can help curb the threat of confusing customers about certain promotional offerings.

In addition, businesses should adopt address correction programs and strategies to ensure their materials are being leveraged equally and effectively across their mailing lists and targets.