Direct mail is known as dated and stuffy, with no easy way to determine effectiveness and response rates. This has been especially difficult in the past, because without mail tracking, you might not even know if your customer received a mail piece, much less if they read it, analyzed it, and kept it. Well, we have a few tips and tricks to upgrade your medieval marketing techniques, with current technology.
1. IP Marketing
One of our newest technologies is IP Marketing, which is essentially identifying your potential customer’s home computer address, and serving up banner ads specifically to them. We do this by checking our mailing lists with their digital signature. This means you know exactly when your potential customer has seen the ads, and how often they’ve been served. Generally you should display these a week before and a week after the direct mail piece arrives at their door. These ads can increase your direct mail response rate 30-60%!
2. PURLs (Personalized URLS)
We’ve talked about PURLS before, but we would be remiss if we didn’t use them to greatly increase direct mail response rates. In fact, without PURLS, it can be hard to know if there’s a response rate at all.
3. List profiling
List profiling works hand in hand with IP Marketing to make sure that you’re targeting the right customers at the right time. However, there’s more to it than buying lists. We have cool technologies to find customers that look very similar to your current customers, as well as ways to predict the actions of potential customers with our modeling programs.
4. NFC/Augmented Reality
With the iPhone and Apple Watch utilizing NFC technology, there’s no better time to jump on the NFC bandwagon. With NFC chips in your mail piece, you can just wave your phone or watch, and your advertisement will play. We recommend a video of some sort. We also suggest looking into augmented reality, as it’s an exciting, emerging technology.
By: Chase Kirkwood