Direct Mail and Digital Ads Catapult Marketing Response

by | Apr 28, 2020 | Commercial, Content, Our Work

As marketers, we walk the line of invasion of privacy, and being great targets. Our clients love the digital world. It’s easier to spin up ads, set budgets, change messages, turn on and off campaigns. But, some of these good traits cause bad behavior. We should not be constantly changing messages or shifting our budgets and targeting parameters. If we are doing so to narrow in on the right individual consumer or B2B prospect, then sure, that’s great. But, it’s important to spend and execute wisely. And, like any campaign, a single channel will never be successful on its own.

When it comes to a dual-channel approach, IP targeting work packs a great one, two, punch. Here’s how you can use it:

              – Use the mailing address of prospects or clients to deliver digital ads to only these specific households. Save money through this high targeting ability. 

              – When a user from this campaign engages with your digital ad, you can add a direct mail component. That’s right. Only individuals who click through on a digital ad can be delivered a printed direct mail piece. This controls costs and pushes the prospect to conversion. Certainly, your competition isn’t making this happen. 

IP Targeting is a great tool. Being able to deliver a direct mail piece to a web site visitor who does not identify themself can be hugely powerful. You even have the ability to define what actions on the site they must take to justify that direct mail. 

Imagine that – you can now start a conversation beyond remarking ads for web site visitors you do not know. Remarketing ads are essential in the marketing mix, but they have some of the lowest click-thru rates. Let’s explore the user experience using IP targeting to drive direct mail.

A user finds your web site – whether this is from a search result, public relations effort, street sign, or anything. They pop on the site, browse around, and then leave. They take no action to complete a form, provide your company with their information, or anything. For all intents and purposes, they are a ghost. Your only option is to try and remarket to them. Well, until now. With IP targeting driving a direct mail piece, the experience changes dramatically. 

That same individual visitors your web site, and then a few days later, they get a highly branded piece in the mail. If you want to be sophisticated, use their site page explorations to dictate what is on the direct mail piece using variable data. Now, that prospect feels like your brand is hugely engaged with the exact products and services they seek.

There are many ways to integrate smarter print into your marketing campaigns. Learn more about these automated approaches that you set up, refine, and let run.

Social Good Marketing: Why Your Brand Needs to Give Back

Social Good Marketing: Why Your Brand Needs to Give Back

Regardless of your industry, giving back is important. We can all agree that helping those in need is the right thing to do. Making a difference matters, which is why most successful brands are doing their best to speak directly to this widely held consumer value....

Community Banking with Every Door Direct Mail

Community Banking with Every Door Direct Mail

EDDM – Every Door Direct Mail The US Post Office is meeting the demands of marketers and businesses with new and innovative programs. Familiar with Informed Delivery? What about EDDM? These are two services that many bank marketers are not familiar with. Yet, they...

Variable Data Print for Bank Marketing

Variable Data Print for Bank Marketing

Variable Data To Drive Banking Relationships  You already know that utilizing your customers’ data in your digital and print advertising campaigns is crucial for response rates which will translate into more accounts and deeper relationships, but how can you make...

How to Craft the Perfect Holiday Card

How to Craft the Perfect Holiday Card

Everyone enjoys opening their mailbox and finding it filled with holiday cards. 56% of people state receiving and reading mail is a “real pleasure” and they “look forward” to seeing what’s in their mailbox. Sending a holiday card is a no-brainer for any business. But,...

Why Print Consistency Matters: How to Keep Your Brand Aligned

Why Print Consistency Matters: How to Keep Your Brand Aligned

We’ve all heard that consistency is key, but what does that mean for a brand? In short, if your brand isn’t consistent across all of its marketing efforts, you’re probably doing more harm than good! Your brand’s consistency is part of what builds awareness and...

Nurturing the Banking Relationship

Nurturing the Banking Relationship

Lead Nurture Programs How easy is it to find the world’s best business development person? Yeah, we know it’s not easy. Lead nurture campaigns do more than you think. The premise of lead nurture is simple…. entice, engage and eventually close the deal. In banking, you...

Creative Print Techniques Die Cutting and White Ink 

Creative Print Techniques Die Cutting and White Ink 

Creative Print Techniques Die Cutting and White Ink  Expressing your creative side is both easier and more challenging when you add tons of technical production methods into the picture. As science continues to develop new substrates, inks and finishing surfaces, and...

Promises You Can Bank On

Promises You Can Bank On

Five Promises from TAG At TAG, our commitment to you can be easily seen in the five promises which we make to all our customers: We will reduce your print costs While price is rarely the sole factor that is considered when choosing a print partner, we recognize it’s...

Power of Banking & Direct Mail

Power of Banking & Direct Mail

Direct mail has been proven to have some of the highest response rates. The reasons are simple. It’s a great tactile experience with a long shelf life. The combination of email, digital ads, and direct mail is one of the strongest multi-channel approaches any bank or...

6 Print Ideas for Your Bank or Credit Union

6 Print Ideas for Your Bank or Credit Union

Marketing print service providers should help your bank or credit union: Acquire more retail and commercial banking customers Drive product specific utilization for loan, deposit and ancillary services Automate programs such as on-boarding and customer specific rate...