Page 16 - Engage -- no.12 -- Spring 2018

14
Spring 2018
FEATURE
capturing, via cookies, which track visitors’ IP
data for digital IP retargeting or remarketing. A second level, and more seasoned option, is geo- fencing—meaning you concentrate your digital ad spend and efforts toward localized ad serving to IP addresses within a confined geographic area, a bit reminiscent of the old list-buying days for direct mail, from which geo-fencing may have originated.
IP TARGETING MEETS DIRECT MAIL
Recently, it’s become possible to take these tactics a step (or two) further. The process involves compiling a database of physical addresses and overlaying it with a list of
digital IPs. This typically results in a 40–60 percent match rate between target mailing lists and accurate IP addresses. A large number
B2B direct mail is 37 times more effective than email, according to a statistic published by the Data and Marketing Association. That means you could send an email once a week for 36 weeks to your prospect and it may not get opened; on the other hand, send a physical piece of mail and it’s guaranteed to be in their hands!
of marketers are now using IP targeting in conjunction with their direct mail campaigns, greatly increasing the effectiveness of their direct mail. Not only does the direct mail component allow marketers to pair online campaigns with a targeted print initiative, but it’s immune to online ad blocking and filters. A brand can, for example,
prime consumers via a direct mail piece, monitor online activity based on IP addresses, and follow up with a customized direct mail message and offer to a consumer. Given the higher response rates of direct mail, this holistic approach makes sense: a customer may ignore that pop-up ad, but there’s a good chance they’ll notice the physical
Resources and Inspiration
FOR DIRECT MAIL MARKETING
USPS Irresistible Mail Microsite
Irresistiblemail.com, USPS’s Irresistible Mail microsite, includes a selection of the finest and most innovative mail campaigns that brands have successfully executed via direct mail. From case studies to demonstrations on how to create interactive pieces, this site is
an all-in-one resource for direct mail inspiration. While you’re there, order your own copy of the “Make Your Mail Irresistible” Mail Book.
Mapping Services
Personalized variable maps for direct mail, email and websites add creative impact, enhance brand recognition, and create engagement. Visit locr.com.
Consider a Handwritten Look
Business direct mail often feels cold or corporate. Adding a handwritten touch is one way to make copy feel personal, but manual handwriting is time- consuming and costly. Luckily, digital services today let you create realistic digital handwriting in any style you
see fit. Ask your Account Executive to research that perfect handwriting font for your next personalized direct mail, or turn your own handwriting into a font— for free! Check out Calligraphr.com.