Personalized advertising that uses postal mailings
Weeks before your direct mail drops, you can test your message, images, and offers online. One of the hidden benefits of combining IP targeting with direct mail is its ability to make A/B testing affordable. Combining direct mail with IP targeting results in higher response rates, better click-through rates, and increased basket sizes. Your direct mail can then come in and do what it does best: close the deal. This generates awareness and consideration, softening the audience for your direct mail message. Your message will be featured every time they go online. A few weeks prior to the direct mail drop, target your prospects with digital display ads.
IP targeting your direct mail prospects is a no-brainer: This is omnichannel marketing at its best.
With HH/IP address matching, your direct mail benefits from a strong digital presence, increasing response rates for both tactics. And because they’re not cookie-based, your ads won’t be blocked or deleted by filters. Hyper-targeted digital ads will only be seen by households on your mailing list. Using this tactic, you can match your direct mail data file to a corresponding IP address at a 95% or higher confidence level. IP targeting matches IP addresses to individual household and business locations, enabling you to target direct mail recipients with digital ads on every website they visit. 2: Hyper-target consumers with household/IP address matching. The mailer can drive consumers back to the website, generate a phone call, or encourage them to visit brick-and-mortar locations. The mailer will arrive at the prospect’s home within a matter of days. Using digital print-on-demand, a direct mail piece is initiated based on the visitor’s interaction with your website content. The exact location can be found roughly 40% of the time, so don’t expect to mail something to every prospect who comes to your site. When a visitor lands on your website - and accepts the ”allow access to your location” option - the visitor’s IP address is matched to a home location. Retargeting website visitors with direct mail combines the strengths of digital marketing with the advantages of tactile, resulting in higher conversion rates and a stronger return on marketing investment. That’s a staggering 41,566% increase in response rate. Traditional digital retargeting, by comparison, has an ad click rate of just. The Data & Marketing Association reports that direct mail retargeting has a response rate of nearly 25%.
And it works far better than traditional digital retargeting.
The direct mail trigger program is designed to get your message in the hands of prospects quickly - usually within a matter of days. Also known as programmatic direct mail, it targets the 98% of website visitors who leave a site prior to conversion. One of the most effective marriages of direct mail and digital is retargeted direct mail in which personalized direct mail is triggered based on customers’ real-time online behavior. No 1: Retarget website visitors with triggered direct mail. Tactile marketing such as direct mail can relay your message without all the online noise, taking your digital strategy to the next level.Ĭombining tactile and digital marketing tactics is a proven method for delivering a strong return on investment (ROI). The internet overwhelms consumers with information, so your digital strategy has to work harder than ever to get results.