Turning Your Direct Mail Target’s “Maybe” into a Yes
Consider this scenario: A prospect opened your mailer; they typed their personalized URL into their browser, scrolled the landing page, and then closed the tab without taking any further action or supplying any information. Because they left the page when they did, there is no way for you to follow up, and that stings. At the same time, your prospect’s actions tell you something really important: the fact that your offer caught their attention. They haven’t yet made a buying decision, but they've tipped their hand. And in doing so, they’ve elevated their value well beyond that of an average cold prospect.
Those who approach direct mail as a one-shot channel – printed, dropped, and forgotten once the response window closes – are essentially releasing their “maybe” prospects directly back to the open market. In contrast, those who incorporate retargeting into their direct mail campaign will have the advantage of several more opportunities to close the deal, converting those lookers into buyers.
Realize the Value Hiding in Every "Maybe"
Direct mail’s reputation for building trust and for driving action is unmatched by other marketing channels. On average, stand-alone direct mail draws a 4.4 percent response rate, establishing it as a commanding performance channel. (Source: Association of National Advertisers). When you factor in the larger segment of your list who may engage with your mail but stop short of converting, the potential impact of a direct mail campaign is exponentially higher.
Mail recipients who are driven online by your mail piece and then click away from your website should not be viewed as dead ends. Their behavior demonstrates curiosity and confirms their value as a prospect. If you allow yourself to lose track of a prospect like this when their browser closes, you waste the printing, postage, and creative effort that effectively brought the client to your website to begin with.
Follow Your Direct Mail Prospect Off the Page
According to Winterberry Group research, coordinated mail and digital retargeting lifts response rates by up to 27 percent when compared with mail-only campaigns. MCT’s Mail Ampli-fi™ has been shown to boost response by as much as 46%. This approach delivers significant bang for the buck, enabling small organizations with limited resources to achieve impressive marketing results and enabling large organizations to boost ROI and keep costs manageable.
As an added bonus, your attribution in a direct mail campaign with digital amplification gets sharper as your performance climbs. Depending on your data source, using a good technology that ties web visits back to a mailing list can identify up to 40% of what would otherwise be anonymous web traffic. With this knowledge, you'll finally have a verifiable answer to the attribution question: Was it your mail piece that drove the visit to your website, or did the visitor find your site some other way?
Mail Ampli-fi: Closing the Loop
With Mail Ampli-fi, the same audience segmentation that drives your mail drop powers your digital retargeting. Your anonymous landing page visitors get identified and folded back into future mail and display audiences. Your response data feeds attribution reporting, and you have full visibility of everything on a single dashboard.
Ready to Elevate your Next Campaign?
Leverage MCT’s omni-channel direct mail amplification tool, Mail Ampli-fi™, to boost response rates up to 46%. Boost your ROI without straining your resources. Learn more.
Transform your next direct mail campaign from conventional to extraordinary. Reach out to MCT today.
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