Direct Mail 2.0 is how Presort Inc. can pinpoint your direct mail remarketing efforts for increased ROI.
Website remarketing has been around for a while. The concept is simple—an online shopper makes a purchase and afterward they see dozens, maybe hundreds of banner ads for similar products to what they just purchased. That’s a nice 2 person tent you just bought, surely you could use a kayak!
This type of marking is commonplace, and it has quickly lost its luster. People simply don’t respond to online banner ads the way they do to other forms of marketing. Direct mail, on the other hand, combines the trackability of online ads with the tangibility of a mailed piece of literature. While direct mail is a great way to open a campaign, it is also an effective way to continue one.
Each campaign generates data. Prospects follow through and purchase, some show initial interest and drop out, others ignore it completely. The beauty of a layered marketing campaign is that you can use past results to guide future efforts. This is called direct mail remarketing, and it drives better engagement and higher conversion rates.
The beauty of a layered marketing campaign is that you can use past results to guide future efforts. This is called direct mail remarketing, and it drives better engagement and higher conversion rates.
The internet was supposed to kill direct mail because internet advertising was more immediate, more personal, and is supposed to be easier to track. But the resurgence of direct mail marketing can match and even surpass the effectiveness of the first two, and with Presort Plus, you have the benefit of measuring how effective your direct mail strategy has been.
Direct Mail 2.0 is intended to give you the most ROI for your direct mail investment. Not only can you track how effective your direct mail campaign is, but you can also use the information to conduct future better targeted campaigns.
Retargeting aims to redouble that ROI with almost every Direct Mail 2.0 feature:
Mail Tracking – Record the delivery date for each piece of mail. This is a powerful tool that allows you to measure how long it took a prospect to act on your mail once they received it.
Call Tracking – Your direct mail can contain a trackable phone number so each sales call can be analyzed for missed opportunities.
Social Media Follow-Up – By integrating with Facebook and Instagram, hits can be tracked so prospects who show interest but don’t follow through can be retargeted with better offers.
Online Follow-Up – Just as Google can track someone’s online browsing and purchases, the same can be used to retarget online ads for users who hit your landing page from a direct mail piece.
Social Match – This feature is used to pre-match your mailing list to Facebook profiles for laser-focused campaigns. Response rates can be reanalyzed for remarketing opportunities.
LeadMatch – Track and measure the effectiveness of your direct mail while simultaneously growing your campaign.
Informed Delivery – Informed Delivery provides residential consumers with a digital preview of their household’s incoming mail scheduled to arrive soon. A full color, clickable ad is sent within the greyscale email preview sent by USPS.
Direct mail is part of a layered strategy designed to motivate people who already have a need for your products or services and make it simple for them to find your company and determine for themselves if they are interested in what you have to offer. But these same tools are also effective for future campaigns because they can give you insight on how to adjust your message, how to determine a better scope, and where to pinpoint your next mailings.
Presort Inc. has helped businesses just like yours develop and implement a marketing strategy that combines the exposure of digital marketing with the tangible benefits of direct mail. And better yet, we can expand that strategy to include future marketing efforts based on the results of previous campaigns. Call us today and let Presort Inc. show you the power of direct mail remarketing.