Digital Ads and Reverse IP Append Mail

by | Jan 21, 2020 | Banking, Commercial, SmarterPrint

There is no silver bullet to advertising, as professional marketers know. It’s about aligning all the stars. In this case, the stars are audience segments, targets, messaging, channels, calls-to-action, promotions, and everything else related to an ad campaign. Most marketers are finding that multi-channel campaigns are the most effective, and personalization greatly increases response rates.

The fact that these two items have been driving greater results with consumers and B2B clients, has driven an increase in two specific channels – digital ads and direct mail. They are officially the best combination for winning new business. Toss in email for existing clients, and the trio will drive the best sales results at the best cost factor.

Direct mail has become a major player because the restrictions on email, difficulty in capturing emails, and decrease in email response rates. Direct mail has also been driven higher in effectiveness because of IP targeting and Reverse IP Append services. The following explains how each of these work:

IP Targeting

Purchasing a list is still one of the most common ways for a business to find new customers. The challenge is cost. To send out multiple mail pieces can be relatively expensive. And, we all know you need multiple touches to get a response. The ideal world is to mail promotions to the list and drive the recipient online. However, only a limited percent will respond to a single mail piece and go to your web site. And, even fewer will provide you with their email address for ongoing marketing. Only visitors to your site will be able to be served digital ads through what’s called “remarketing.” But IP Targeting addresses this challenge. Now, marketers can take a direct mail list and append the direct mail list with an IP address. TAG offers these services. Digital ads can now be served to everyone on the list with a match. And, match rates are extremely high).

Go one step further. Now you have two channels working in sync – direct mail and digital ads. You have exponentially increased the likeliness of an engagement. Once that person engages you will hopefully get a sale. However, if they are still only in the consideration phase of the relationship, marketers can now follow-up with a direct mail piece only to those engaging through a web visit and specifically showcasing products or services they viewed on your web site. This builds a highly effective campaign.

Reverse IP Append

If your challenge is that you drive a significant amount of traffic to your web site, but you fail to convert a high number of visitors into clients, then Reverse IP Append will help. You’re probably already remarketing to these individuals through digital ads. Great first step. Unfortunately, it’s not as good as adding another channel. By placing a pixel on your site, TAG’s Reverse IP Append service can identify the visitor, and provide a physical mail address for that consumer. You can now direct mail visitors of your site with a highly personalized piece of mail.

You may be thinking, that’s too much mail for too many visitors. Well, you are in complete control. You are able to determine which visitors you wish to send direct mail to. Some of the criteria you can utilize:

  • Exclusion Lists – These are good to avoid direct mailing current customers, employees, known partner visitors.
  • Behavior Triggers – You can dictate what actions the user must take on the site to justify sending a direct mail piece. This may include specific page visits, number of pages, use of an onsite tool (such as a calculator, product configurator) or a combination of actions.
  • Revisits – you may wish to only trigger direct mail for those who have revisited your site, but still not converted to a sale or customer.

Welcome to the world of connecting the dots in marketing. IP Targeting and Reverse IP Append are two great tools that utilize the power of direct mail in a multi-channel effort. With direct mail response rates climbing, especially for audiences such as millennials, you cannot ignore the power of this channel.

 

Millennials Embracing Print Like Never Before

Millennials Embracing Print Like Never Before

Get your stamps ready! There has long been a misinterpretation that Millennials are focused on digital and only digital. The truth is, that businesses can utilize other communication styles like direct mail to get their attention equally, if not more successfully....

Print Has a Place in the Metaverse

Print Has a Place in the Metaverse

Can the metaverse increase your response rates 6.5x – read on. The metaverse is the next big technology advancement set to change how people interact with one another forever. This fictional world creates a virtual space that focuses on social connection. So, what...

Impact of Digital Privacy Protection on Direct Mail

Impact of Digital Privacy Protection on Direct Mail

In a digital world where consumers are more and more concerned about their data privacy, major players like Apple have implemented extensive privacy protection policies and tools to provide greater security. Along with these new security measures come many new rules,...

Knowing The Right Time to Refresh Your Print Collateral

Knowing The Right Time to Refresh Your Print Collateral

If you haven’t looked at your marketing collateral, there is no better time to start. An essential part of driving new business is your company’s printed sales material. Remember, every part of your marketing collateral needs to communicate your company's message,...

Talient Action Group Implements Prinect Heidelberg System

Talient Action Group Implements Prinect Heidelberg System

Prinect-Heidelberg system to increase print automation. [MANCHESTER, NH, February 2022—] Talient Action Group is excited to announce their implementation of Prinect a Heidelberg prepress system. The Prinect system is a prepress workflow that automates the processing...

Amoskeag Health Maximizes Print Management Efficiencies

Amoskeag Health Maximizes Print Management Efficiencies

Amoskeag Health is a federally qualified health center non-profit offering family-oriented primary care and support services. Through all its programs, Amoskeag Health serves over 14,579 patients annually across four locations. They struggled with managing their print...

One-Stop-Shop for Print and Specialty Items

One-Stop-Shop for Print and Specialty Items

NH-based EnviroVantage provides a full suite of environmental, demolition, and indoor air quality services offered from multiple locations in the northeast. EnviroVantage was looking to save time and money—they wanted to keep their print and promo items local and the...

The Best of Human Relationships and Online Tools

The Best of Human Relationships and Online Tools

Granite State Credit Union has been a client of Talient Action Group for nearly two decades. When GSCU was rebranding, Talient Action took the opportunity to help GSCU reimagine their print buying process and tools. We knew it was our responsibility to help our client...

Franchisees Customize Designs Online

Franchisees Customize Designs Online

Saving Time and Budget As a franchisor, it can be challenging for your franchisees to execute marketing on their own. They want help, but sometimes feel ‘corporate’ materials do not fit their local market. Conversely, franchisees that go rogue might not fit in with...

The Granite Group Uses Creative Print to Increase Response Rates

The Granite Group Uses Creative Print to Increase Response Rates

The Granite Group is a regional wholesale distributor of plumbing, heating, cooling, water, and propane supplies headquartered in Concord, NH with multiple distribution centers and branches throughout the Northeast. The Granite Group also operates retail showrooms...