In a recent blog post, we discussed the new rules for reaching consumers via direct mail in the post-COVID marketplace. We talked about brands pulling back away from the direct mail channel—and about brands increasing awareness by marketing in a less cluttered mailbox. And for brands ready to put direct mail to the test, we’re here today with the latest digital technologies proven to boost response, facilitate tracking, and get you the most from your direct mail campaign.
Call it what you will: the dynamic duo, digital direct mail, the postman of the Internet—direct mail and IP targeting together drive a 30% to 75% (and as high as 200%) lift in direct mail conversions. But what exactly is IP geo-targeting?
This print-digital hybrid and one-two marketing punch matches your prospects’ physical mailing addresses to their IP addresses—reaching router-connected devices from computers and smartphones to smart TVs and more—giving modern brands the power to increase engagement, improve response rates, and amplify the results of direct mail marketing with display ads that empower personalized, one-to-one marketing.
Whereas the true impact of direct mail as a single marketing channel hits after the third mailing to the same prospect, IP targeting introduces a new, highly targetable digital marketing component with the power to reach the same prospect two, three, and even four times both before and after the initial mailer—increasing brand recognition and comfort while priming recipients for more engagement—for half the cost or less.
IP geo-targeting combines the location accuracy of direct mail with the multi-impression reach of digital advertising, leading to higher direct mail conversions with all the data and analytics to track, measure, and iterate success.
Ready to track digital direct mail campaign conversions? Start with a match-back analysis report. Simply compare your target group—direct mail and digital ads—with your control group—direct mail only—and cross-reference the lists to figure out the lift in response and ROI.
Nothing drives response like personalization. So, why stop at your printed outreach when you can personalize every possible part of your direct mail campaign? From the initial design of your direct mail piece through post-delivery tracking, PURL integration creates a seamless, consistent, and—most importantly, a personalized—experience.
PURLs (Personal (or Personalized) URLs) boost the typical 2 to 3 percent direct mail response rate to far more respectable rates. Consequently, marketers use PURLs more than any other direct mail tracking method including call centers, codes, and coupons.
PURLs forward a direct mail recipient to a unique, custom-designed landing page, creating a more streamlined, customized process for your prospect to learn more about an offer or promotion and for you to not only control the content a prospect views but also track the success of your direct mail campaign.
PURLs connect brands with access to invaluable data about how mail recipients respond. In a world where more and more consumers visit the web rather than pick up the phone or fill out business reply cards, PURLs give modern brands a platform to meet consumers at the door, continue the conversion on the web, and nurture the stages of the direct and digital marketing funnel.
QR (Quick Response) codes give brands the power to make a quick and easy switch from print to web via special barcodes consumers can scan on a smartphone to read text, open URLs, download information, and more. Modern QR codes push the envelope of the typical square shape, incorporating quick response technology into logos, artwork, and other brand designs.
QR codes remove the step of opening a browser and typing in a web address, sending prospects directly to a unique landing page. Modern brands can leverage QR codes to improve the impact of PURL campaigns, enhance direct mail response rates, and close more sales through one seamless, synergetic process.
Near-field communication (NFC)
Like QR codes, near-field communication (NFC) activates a smartphone-enabled digital experience from a print campaign in one seamless process where consumers can access content on a mobile device without downloading an app or opening a web browser.
Simply insert a microchip into your next direct mail piece and any consumer with an NFC-enabled smartphone can touch their device to your product label, smart poster or discount coupon and access personalized content on his/her mobile screen.
NFC makes print advertisement campaigns smarter. And brands can connect with consumers in exciting new ways. For example, an NFC campaign can download contact information, play a video, or even initiate a phone call directly to a sales rep. The technology surfaces more and more in direct mail campaigns launched by modern brands testing innovative, effective ways to amplify the power, reach, and response of direct mail.
Virtual Reality/Augmented Reality
Piggybacking off QR code technology is the power to immerse consumers in printed materials by linking to an interactive virtual/augmented reality platform that unlocks additional content. Use QR codes to connect your direct mail prospects directly to your VR showroom, game, or content without taking up space on your printed materials. You gain the power of not just more digital traffic but also more detailed data to make smarter decisions.
Direct mail retargeting
Last on our list—but certainly not least—is direct mail retargeting, which puts the power of proven, effective cross-sell and upsell campaigns behind modern brands.
From winning back shopping cart abandoners to turning first-time customers into repeat customers, direct mail retargeting not only informs consumers about sales, promotions, product launches and other marketing offers but also collects every piece of trackable, testable data possible.
Brands can launch and measure direct mail retargeting campaigns with unique discount codes, special sign-up landing pages, and even A/B-tested mailers. Data integration means testing your strongest online ads—like a successful email promotion—and serving those ads to the offline marketplace.
Higher open rates mean a promotion may perform better in a postcard than an email. More targeted and personalized campaigns may lead to upticks in response rates and sales. And direct mail retargeting gives you all the tools to measure and iterate your success.
Do digital direct mail with Didit.
Ready to put the power of digital direct mail behind your next campaign? We’ve got all the experts, technologies, and case studies you need. Contact Didit today and let’s grow together.
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