Morgan DiGiorgio, Senior Vice President of Sales & Marketing for DirectMail2.0, talks about marketing solutions that drive results with her presentation on Direct Mail Retargeting for the Southern Area Postal Customer Councils. This broad marketing strategy utilizes technology to identify website visitors and then retarget them with direct mail. She also discusses the United States Postal Service’s current promotion which begins in September and how this strategy utilizes specific promos.
Transcript:
I am Robert Road of the southwest Florida PCC I also work with Tampa Bay sunos PCC and uh directly with Morgan uh
gives me great pleasure to introduce our guest speaker today Morgan g d Giorgio
uh now Morgan is a senior vice president of sales and marketing for Direct Mail 2.0 and that specializes in direct mail
digital integration and the utilization of technologies that increase Direct Mail response rates and drive return on
investment for marketing spend she has 18 years of professional experience in
various business sectors and is a subject matter expert for Marketing Solutions that drive results please help
me welcome from the Tampa Bay Sun Coast PCC Morgan
dorio thank you Robert so much what a wonderful event where so many great
groups can come together uh and joined us today I’m really excited to be here uh and have the opportunity to talk
about a subject that I’m extremely passionate about and that is the utilization of technology to deploy
effective marketing campaigns utilizing my favorite marketing channel Direct Mail so we are going to talk today or I
am going to talk about direct mail retargeting and also uh the new brand new
USPS 5% Direct Mail retargeting uh postal promotion so I
will talk a little bit about that today as well so first things first just to
talk about the foundation of it all and the average business uses more than four
different marketing channels uh in their marketing efforts so they’re either utilizing one of these two different
types of strategies the first one is an omni Channel marketing strategy and this is where we start with the customer and
we are delivering a consistent seamless experience across all channels now I’m
sure that you are all very familiar with the USPS informed delivery and that is a
very good example of the utilization of an omni Channel marketing strategy we have a direct mail piece we are
displaying the exact same message that’s going out on the mail piece through that informed delivery campaign prior to that
mail recipient receiving that mail in their mailbox and then we also embed that full color ride along that looks
just like the mail piece underneath so seamless consistent experience that is Omni Channel marketing the second type
of marketing strategy is something called multi-channel marketing and this starts with the business and we are
delivering different marketing messages through different channels to the end user of course The Branding is similar
we’re branding marketing for the organization but the offers may not be the same uh and the schematics and
everything about that creative probably looks different as it’s being deployed through different channels and in a lot
of times to different audiences so when we have uh our marketing strategy being
deployed uh when people respond to marketing they go online MIT did a study
and they found that about 90% of consumers when they respond to marketing are going to go online and I don’t need
a study to know that because I know that that is how I respond to marketing and I’m sure that everybody on uh the call
today can identify with that someone tells you about a new product or service you see a social media ad you receive a
direct mail piece you see a billboard if you are interested or you respond to that marketing channel you’re going to
go online you want to learn a little bit more about that product or service or about that company which is fantastic
that means that our marketing strategy is working it is driving that initial conversion and driving that Prospect to
the website the challenge is that according to Google analytics which
Google analytics is something that can be placed on a website and track website activity
96% of the website visitors that were driven by the marketing uh through that
initial conversion leave they leave without taking an action they don’t buy anything they don’t fill out a form they
don’t tell you that they’re there they don’t tell you that they have an interest they came to your website and
they leave so where do they go when they leave well consumers typically will go
to a competitor’s website we want to be a Savvy buyer and we have access to a
ton of information in today’s day and age so I know for me personally if I have an interest in a product or service
I’m going to look at a a couple different companies that have a similar product or service I want to see what
their reputation looks like I want to read reviews I want to ensure that they’re reputable and that they have
good customer service or what is their return policy I I personally could spend
quite a bit of time even just on Amazon looking at the same product through a couple of different Sellers and reading
the reviews right so very important we’re spending a lot of money through
our Market marketing campaigns to drive these initial conversions but we have 96% of those people that showed that
interest leaving and they’re going to competitors websites so we need a strategy so that we can get back in
front of them and earn their business so who are these website visitors well we
have exhibit a this is a casual browser this is somebody that is probably never going to buy they’re just on your
website casually browsing don’t really have any any serious interest then we have exhibit B this is an undecided
consumer they are interested they’re on the website but they’re just not ready to purchase right now then we have
Exhibit C that is an active Shopper ready to buy cash in hand right now and they convert that is your 4% that
converts right away so who we want to focus on
um is uh the undecided consumers right the 96% of the website visitors that
leave without taking taking an action so what do we do how do we get them back
well most businesses utilize digital retargeting to re-engage their website visitors and I’m sure that we have all
been a product of digital retargeting you go to a website uh you look at that
pair of shoes or your on Home Depot’s website looking at that new grill you know before Labor Day and next thing you
know as you’re browsing the internet you start seeing a picture of that item all over the Internet maybe you see it in
your social social media news feed as you’re scrolling you’re on you know the CNN or The Weather Channel website and
you see a picture of that item that is digital retargeting you are being retargeted through the digital marketing
ecosystem and we we all experience this on a daily basis I know at least I do so
most businesses have that incorporated into their marketing strategy but did you know that you can do a very similar
type of marketing approach with Direct Mail so Direct Mail retargeting is when we
send a custom direct mail piece to website visitors based on the actions that they took on the website so now I’m
looking at that pair of shoes or I’m looking at that new grill and next thing I know 244872 hours later I have a postcard in
my mailbox with a picture of that item and a really phenomenal offer that’s going to push me over the edge to come
back and make that purchase and 47% of marketing respondents report that were
targeted Direct Mail increase conversion rates which I’m not surprised because
Direct Mail is an extremely effective form of marketing so this is actually
some data from the United States Postal Service okay there was a webinar that they put on a couple of months ago when
they were starting to talk about their direct mail retargeting promo uh seven out of 10 online carts are abandoned
equating to about $18 billion doll in sales left hanging that is a lot of
Revenue being left on the table I don’t know if we have any mailers uh on on our
call today but I am sure that you have clients that would love an opportunity
to use an effective marketing strategy to tap in and convert some of this $18
billion dollar that is being left on the table and think about all the additional
value that we can be adding for our clients uh and have extremely happy customer customers that are utilizing an
effective form of marketing to drive additional Revenue into their organizations so digital media and
Direct Mail together is garnering around 39% more attention than digital only
campaigns so there’s a lot of reasons for that and I I will talk a little bit more about that in just a minute so wow
direct meil targeting how does this work how do I send a direct mail piece to
someone that was on on my website with a picture of that item that they were looking at well there is very
sophisticated some might call a little bit creepy but sophisticated technology
that is out there um that gives us the ability to De anonymize a website visitor and grab information about them
and the actions that they took on a website so a couple of different data
sets are pulled here with this technology when someone goes to a website there are different things that
we can pull about them to identify who they are and the first thing that we look at is their IP address so what IP
address are they pinging off of and who is that IP address affiliated with now this is a kind of a broad and general uh
data point and it’s not always the most accurate because an IP address can change every time that you reboot your
modem that IP address changes but in general it’s a very good first level
data set to De anonymize that website visitor so we want to look a few layers further after that IP address
verification so then we want to look into the device ID so what device am I
utilizing on the website is my work computer is that registered to me is it a home PC is it my cell phone that’s
definitely registered to me uh but what if it’s not what if I’m on my husband’s
phone plan for some reason it’s registered to him well then we can look into the cookies on the device now some
people I don’t know they have kind of a LoveHate relationship with cookies me personally I love cookies I enable
cookies for convenience sake and I will give you a couple of reasons why and you probably do the same so I hate to have
to put in my personal information my first name last name address phone number email every time I go to buy
something I don’t want to have to do that every single time so I enable cookies on my devices for convenience
sake so that I can just pop in and start typing Morgan and all everything autop
populates my name address phone number boom there you go that is a cookie and guess what that cookie encapsulates my
name my address my phone number my email address all of this data about me um my
phone knows pretty much everything about me it knows how many steps I take in a day it knows where I go um it knows that
I go to the office four to five days a week and if get into my car in the morning and there was an accident a
little uh notification might pop up and it might say heavy traffic an additional 25 minutes to XYZ destination because my
phone knows my behavior those are cookies right so a lot of us enable
those for convenience sake so this technology takes all of the data that’s garnered from that IP device ID cookies
on the device geolocational factors where is the device being utilized and in how many instances and for how long
like for example uh you know Direct Mail 2.0 address we can see oh she’s at 600
Cleveland Street Monday through fi Friday during the hours of 8 A.M and 4 and she’s at you know whatever Lagoon
Drive on mostly Saturday and Sunday so this technology can clearly identify what is probably my residential address
okay so that is how we gather the information about these website visitors now we do have a technology uh that
utilizes uh all of these different types of ways to identify a website visitor and I want to keep this purely
educational but I just want to talk a little bit about how uh our technology Works to give you a little bit of mass
as to how we can utilize this technology to deploy effective Direct Mail targeting campaigns so what we’re really
doing here in in the identification of those website visitors is we are
building a mailing list and we’re not just building any mailing list we are building one of the most effective
mailing lists that there are so on average around 65% of marketing is who
you are marketing to right that’s why if I’m going to um deploy a direct mail
campaign for the customer the first thing that I want to acquire for them is a rock solid list right and I want to
make sure that I’m marketing to the right people I’m not going to send a direct mail piece uh for a dog product
to people that don’t own a dog right and so utilizing technology like this we can
identify the people that are literally raising their hand and telling you I am interested right now I am on your
website and I am telling you that I am interested and that specifically I am an on these product pages and this is
specifically what I am interested in now in addition to being able to grab a 95%
accurate residential address for a website visitor you can see the pages that they visited so you know in
particular what they were interested in so now when you send them a direct mail piece to that 95% accurate residential
address you can incorporate a picture of that product or service that they were
specifically looking at and there’s a lot of other data that you can grab as well in terms of their actions taken on
the website for example I can see when did they come to the website last how
many pages did they view how much time did they spend on those pages how many times did they come back to the website
so let’s say that I want to put together an extremely targeted Direct Mail campaign and I want to trim all of the
fat off of this list and I want to utilize my marketing dollars to target the people that are the most plausible
going to convert well I probably only want to Market to the people that spent the most amount of time on the website
or who came back to the website uh the most times right so those are the the
people that are the most most likely to convert and so this is all of the data that we can grab to put together
extremely targeted and personalized Direct Mail campaigns um and what I can
tell you is that on average we see around a 9 to an 18% response rate when
lists that are created from technology like this are mailed to and that’s an
astronomical statistic for a direct modil response rate I mean you ask any client what their average response rate
to mail is if they have the ability to effectively track it and they’re going to tell you on average probably about 1%
so if you can get around a 9 to an 18% response rate on a direct mail campaign
I mean you’re knocking your client socks off now why are we able to achieve a
response rate like that when we utilize Direct Mail we targeting and the answer is because it is the Silver Bullet of
marketing you are marketing to the right people at the right place at the right
time with the right message and a good offer and call to action based on all of
the information that you have the ability to acquire about them through the utilization of
technology so 81% of consumers want Brands to know
them and understand when to approach them and when not to so sometimes uh you
know people might tell me that oh you know I don’t want to bother my customers with retargeting them or you know by
displaying a lot of messages to them or people actually prefer to be marketed to in that way absolutely I want to be
marketed to with a good offer about a product or service that I’m interested in or that I already have a need for why
would I not want to receive an offer for 15 20% off for a new Leo that I have to
buy for my daughter for her gymnastics competition in a month anyway why would I not want to be Mar marketed to about
products and services that I have a need for if I know that my air conditioning is on its way out and I’m going to have
to make a heavy investment of 5 to 10 grand and my online activity is showing that I’m interested in air conditionings
right now why would I not want to be shown the best latest and greatest offers out there for something that I
have a need for so this technology is giving us the ability to get right in
front of people with a marketing message that they are telling us that they’re interested in right so we can Market to
people in a way that they want us to and you know I said I was going to talk a
little bit about why the injection of direct mail is so important and it’s
this right here so on average a consumer is seeing anywhere between four to
10,000 marketing messages a day now sometimes the statistic is just even a little bit overwhelming for me to digest
but when they’re talking about this they’re talking about digital ads Direct Mail logos on t-shirts Billboards email
I mean we are seeing branding and messaging all over the place whether it’s on a pen a coffee cup there’s
marketing messages everywhere so we are inundated with marketing messages and a
lot of things are getting lost in this marketing ecosystem and in the digital
marketing ad space but when we can inject a tangible direct mailpiece into
our marketing strategy and do something different and stand out in someone’s mailbox you’re making an impression so
the injection of mail in a marketing campaign is a is an extremely effective marketing strategy and there’s so many
reasons for that I mean we know the power of mail we live breathe and eat this every day I’m I’m a huge advocate
just going around talking about the power of mail and how it takes less cognitive effort to process a marketing
message you know when I go out to my mailbox and I grab my mail I look at it
all before I make the decision to maybe discard something or decide if I’m not interested in that when I wake up in the
morning and I open an email inbox and there’s all this stuff that I have no interest in and I just delete it all I
never received the marketing message on the email that I deleted but I received
the marketing message on the mail piece that I decide that I’m not interested in
right so Direct Mail is just such a powerful and effective Channel um and
injecting that into our marketing strategy is just so so effective um so
data pending I talked a little bit about some of the information that we can grab
um from people online uh also oh you know I wanted to say that uh if
anybody’s interested in having the ability to pull business data from
technology like this you absolutely can do that as well so I talked about how technology out there can give us
information on uh a personal or an indivi on a person or an individual getting that 95% accurate residential
address but the technology also can give you business data so you can get company
name uh you know a bunch of contacts at that organization their phone numbers their emails their LinkedIn URLs now me
personally I feel that grabbing the residential data about the prospect at
the business is also an extremely effective marketing strategy now uh with
marketing uh there’s no perfect science so I would say hey why don’t you run a test and see
which one works best for you but I guess just to give you an example let’s say that Morgan at Direct
Mail 2.0 goes on ABC mailer’s website and because I need a direct mail campaign done for our office and I leave
that website you might get direct mail 2.0 my contact information Brads a
couple of our sales reps but you will specifically know that it was me Morgan
de Georgia that was on your website that had an interest in that Direct Mail campaign but if you pulled my
residential information you would know that it was me and you could send me a
direct mail piece directly to my personal mailbox with a really good offer and probably make a very good
impression on me because I can assure you I most likely looked at four or five other competitors or their organizations
deciding upon who I I want to give my business to right so you can make an impression on me now if you send it to
direct Mill 2.0 there’s a good possibility that it may make it to me or it may not it may not make it past the
gatekeeper may not make it to my desk so but you can get both you can get
residential or you can get business information okay that’s enough of that little tangent now back to data pending
so I told you about the information that you can get from that technology but there are ways that we can even further
uh personalize our our Direct Mail retargeting strategy by using data
append so you have a postal address you have information about that website
visitor what they looked at their actions taken on the website but maybe you want to append other data for a
couple of different reasons uh maybe you are a luxury real estate company and you
pull all of the information about the people that were on your website but before you send them this very expensive
luxurious direct mail package trying to coer them into listing their
multi-million dollar home with you um or utilizing you as a luxury real estate
agent to find their new home you might want to append some additional data like do they own a single family home what is
their income information so that you can be sure that you’re investing your marketing dollars and mailing to the
right people and maybe not just somebody that’s on the website daydreaming about when they win the lottery uh and
printing out a picture of something something to put on their vision board right so there’s a lot of ways that we can improve uh the targeting and uh not
just targeting but even personalization of our Direct Mail we’re targeting by appending other data about that
individual you know maybe I’m a uh a car dealership and I want to append vehicles in the home and I want to put a picture
of their car on their direct mail piece and say hi I would like to buy your car come on in right um and this is so
important because nearly 80% of consumers are more likely to do business
with a company that is offering a personalized experience 78% of consumers will only
engage in offers if they have been personalized to their previous engagements with a brand so that could
mean their previous engagements from a marketing perspective like what I’ve been talking about here what they’ve
been looking at on their website or that might be based on past purchases with theany company I may want a coupon for
something that I purchase from you frequently right so they’re previous engagements and the mere fact that even
if you just put a name on a printed mail piece that can increase response rates by as much as
135% so this is an example of a direct mail retargeting postcard okay says hi
Jay we know you’re a sneakerhead and we got you it doesn’t say hey Jay uh we’re
creepers we know you were on our website and we want you to come back and buy our Sneakers but you can see that they
utilize personalization here so they appended his name to the address they
know in particular that he was interested in the new collection so they’re giving him 15% off of the new
collection um and they they’ve got a picture of the shoes right there like if I’m looking at a pair of shoes online
and uh I say oh my God you know I better up if another box shows up at my house my husband’s going to file for a divorce
I don’t need these you know but something might pop up and say wait 10% off if you buy these now and I’m like
10% isn’t worth it and I leave but maybe a couple days later I get a mail piece
that says 20% off and free shipping if I buy two and now I think you know what
I’m going to come back and make that purchase and so that is just a good example of direct M targeting right
there so let’s talk a little bit about the four
stages of direct mail targeting so first stage is the awareness stage this is
someone that is just casually browsing they’re probably not really looking to
make a purchase this is you know an undecided consumer this is they’re just kind of starting that that buying
Journey right they’re looking at the homepage maybe some category level pages but they’re not drilling down into
specific products or services so when we were Target them with mail we want to
include a very broad message just general about the company and the brand product Services um but something that’s
relevant then we have prospects and consumers that are in the actual
consideration stage they have come back to the website multiple times at least
just more than one they’re viewing the same Pages they’re looking at the same products multiple times they have a
strong interest and that’s the direct M targeting piece should speak specifically to what they were browsing
with a compelling offer they keep coming back they just need a little something
extra to push them over that finish line and drive them in to convert then we have the purchase stage
and this is an actual abandoned shopping cart or abandoned form and and this is
the strongest purchase intense single that you you could have I’ve actually added it to my car but for some reason
or another I didn’t convert and so you need to send them an actual picture of
whatever was in their shopping part with a really compelling offer and encourage them to come back and make that
purchase last stage is the Loyalty stage now what I’m talking about here is
grabbing the information about your existing customers and I can’t tell you how many times a client will ask me
Morgan why would I want the information about my customers I don’t need their contact information I know who my
customers are I I have their information I don’t need any information on them which is true you do have your customers
contact information and it’s a general statement but 80% of sales come from 20%
of our customers and so maybe you have your customers contact information and
you know that they always buy product a from you but what you don’t know is that
they keep coming to your site and that they are interested in products b c d and e so if you just automatically
eliminate wanting any information about your existing customers you may be leaving a lot of Revenue on the table
there by not tapping into that information that can help you increase your revenue streams um by grabbing
additional revenue from your existing customers and this is the best way to do that you already have a relationship
with your customers they already trust you you you already they’re already making purchases with you and so should
be uh some of your lowest lying fruit and so an example of this might be a
bank for instance right so we have people that come to a bank website that are just logging in and checking their
bank account balance on payday every week right but we definitely don’t want to Market to people that are just going
to the website to check their bank account balance but if I’m a bank I definitely want to know if my existing
banking customers are coming to my website and they are looking at a home equity line of credit page or a car loan
website or the CD website and so if you automatically just erase your existing
customers you may be losing out on a ton of additional revenue and and you do have the ability with this technology to
just track certain pages on your website so for example maybe I don’t track the page that people are logging in to to
grab their uh their bank account balances maybe I only track the home equity line of credit page and I I just
find out who those people are and then I append additional data about them do they own a single family home what is
their income information and I pre-qualify them before I invest in marketing dollars to re-engage them with
a direct mail Keys okay so now I just want to show you
the power of a direct mail retargeting strategy now I’m not going to disclose
who this company is but you may know just by looking at uh the picture here on the postcard but
this company in particular does have one of those ads that pops up if you go to
leave the site if you put their their portable blender in the shopping cart and you leave something will pop up and
offer you 10% off if you can if you abandon then you will receive a postcard
with 15% off within 72 hours and just by employing that strategy they were able
to to achieve a 15.14% response rate from direct M
retargeting and a 12.83% conversion rate from Return
visitors that is astronomical for direct mail that is so much additional Revenue
that this company utilized just by employing a direct M targeting
strategy now this is a church uh they’re a nonprofit and I just want to talk
about how they use this technology to increase their donor P so in order to
boost revenue for a nonprofit We have to consistently be increasing our donor
pull and not to be morbid but in nonprofit people pass away uh you know
we’re always asking the the prospective donors the same ones over and over again
to support our cause and so an effective strategy you can put uh the the pixel
there’s a pixel that goes on a website that is where we have the ability to aggre all the data about the website
visitor and put it on the ways to get involved or the how to give pages and
then you can identify people that have an interest in contributing to the cause and you can send them a direct mail
piece and request uh that they contribute uh to that to that nonprofit
organization uh and this organization in particular was able to generate
6,780 firsttime donors just by using that that pi pixel and placing it on the
the ways to get involved uh pages on their site last one now this was a university
so this is for higher education and they had the pixel firing on their website
sitewide they wanted to track everybody that came to the website and their web activity because they wanted to know uh
are they interested in financial aid like most universities they had multiple different undergrad programs whether
it’s business nursing legal whatever it might be and so they had the opportunity
to identify the website visitor but also knew what program in particular they
were interested in so they could send them a direct mail piece regarding that particular undergraduate program and
they were able to achieve an astronomical 25% response rate just from
using direct member targeting and that is just phenomenal because the higher education space is super competitive so
if if I have clients that are in higher education or I am a higher education client I I would be using technology
like this so that I could ensure that I am getting ahead of the curve on my
competitors and capturing that business
so the USPS 5% retargeting promotion
this is a brand new promotion that is being offered by USPS this year it just
started a couple of days ago on September 1st this is going to run all
the way through November 30th this is also already pre-approved for next year
also so start to get interest with your clients I mean who doesn’t want to
utilize an extremely effective marketing strategy get a 9 to a 25% response rate on Direct Mail and get a 5% postage
discount while you’re doing it I mean that sounds like a win-win to me but I don’t know maybe no one’s asking me but
I think it sounds like a pretty good deal so just by utilizing h a technology
like this where there’s a pixel that goes on a website you identify the website visitor and that website visitor
is being retargeted with mail and they qualify for that 5% postage discount now
couple of caveats with this uh promotion uh this is only eligible for
first class mail and only eligible for a first class mail
postcard okay so no letters in Flats no periodicals can’t get creative with it
first class mail uh postcard also USPS has approved two uh eligible SS so when
the mailing list is processed you need to uh process the mailing list with one of these two eligible STS here 498 or
499 any other STS utiliz will not qualify uh when you submit your your
postage statement through USPS so how does this work how do I take advantage of this well first thing you have to do
is you have to register for the direct M or targeting promotion in the Gateway next thing you have to do is you have to
register for the promotion in the mailing promotions portal from there you
are going to submit a service request record for the retargeting promotion in the mailing promotions portal and you
are going to include an ATT attchment of the approval letter from USPS for the
technology being used so whatever technology that you are using make sure
that you reach out to USPS and you get an approval letter for that technology if anybody on the call today is using a
technology provider you know please get with me I’m happy to point you in the right direction of how they can get uh
their approval letter from USPS uh in my opinion the more that we can be
utilizing effective technology like this and use more mail I don’t care whose technology it is it the more the better
so happy to help anybody that that needs to be pointed in the right direction um
and then you’re going to include uh an attachment just a PDF of the representative sample of the postcard
mailing that the client will be using for that promotional period once that uh sample mailing is approved it only has
to be approved one time and you are good for the rest of the promotional period
Then the postage statements will be submitted electronically claiming the discount code
RG of course you want to just make sure that you retain uh a hard copy for your records just in case never know uh and
just one little uh extra tidbit that I I’d like to slide in here too you know
seeing as how this is only eligible for first class mail I and and typically these Direct
Mail were targeting mailing lists tend to be on the smaller side or they’re more targeted I I think that it might be
prudent to look into using the direct M targeting promotion within a combined or
a comingled mailing just to add on even some additional cost savings there for
yourself uh or to be passed along to your
customers so that is it from me today uh I really appreciate the opportunity to
kind of get on here and geek out about uh technology and direct m targeting as you can see I’m very excited about it so
I really thank you guys for having me on if anybody has any more questions about this or how this works I’m happy to help
in any way I can you can reach me uh uh by scanning that QR code or email me
there or uh call that phone number there on the slide so thank
you thank you Morgan that was amazing a lot of information and I’m sure
beneficial to all of our industry Partners here um my name is jannis LAM
and I am part of the Miami dve County PCC and I will actually do um questions
if you have any questions please feel free to um write them in the chat box or unmute yourself um and you can ask um
Morgan yourself so checking here on our okay on
the questions I have one it says I think these strategies would work well with expanding participation with postal
customer counsels as well is there a difference a different approach to a customer that you want to purchase an
item and a customer that you want to be engaged and join a group a group like the postal customer
Council it’s really the same strategy and I think that it just depends upon
what you’re trying to achieve there’s different ways that we can set up the pixel on your website to grab the
information about the people that you’re trying to Target so if you were trying to boost membership for the PCC then I
would suggest that we put the pixel on the pages on your website where people are starting to inquire about membership
right so how do I join or I I’d have to look at the website but there’s effective strategy that we can use there
that we can grab the information about certain people or maybe you happen to be running a marketing campaign that’s
trying to boost new membership so we want to put the pixel on the page where you are driving people to so that we can
grab their information and reach back out to them and try to just push them over in actually joining uh and and
getting that membership so um yeah and then like I said before you can decide
whether you want the residential information or their business information I recommend their their
residential just go right to the source that would be my recommendation
but um happy to talk out the strategy with you a little further if you want to reach out to me
personally defitely that is definitely good information okay another question
we have here how do you feel about keeping Alexa on always listening is that a program that uses direct um
Direct Mail retargeting yeah so uh you know we were
exploring the Alexa Alexa and and Google Voice uh integration with Direct Mail uh
but that’s something a little bit different so how do I feel about Alexa being always on I’m actually just kind of immune to it I I’m just not one of
those people that it really bothers I and it’s just kind of funny because I could be having a conversation about
something and next thing you know oh I’m seeing ads for it on my phone or you know whatever I’m just immune to it I
work in marketing so nothing really surprises me anymore you’re probably asking the wrong
person I I I just don’t it doesn’t bother me it doesn’t bother me at all but there are other people that are like
to be a lot more private and it’s just a little too invasive for them so it’s
personal preference but you can’t use that for direct M targeting currently right now
but I like the idea and and that’s really kind of taking it one step further it’s something to look
into and there you go okay I have another question here have you noticed
consumers are now anticipating a discount if they Place something in their cart and then leave purposely
triggering it to receive uh those discounts no think so no I don’t I don’t
know that that’s something that people strategize I mean there might be a few people out there that do that but not
all businesses necessarily employ that type of a strategy so I don’t know I
mean it’s hard to say I can tell you that I do receive a lot of those offers okay and most of the
time I bite so I have to say I have to admit I’m one
of those um okay the other one I have here is do you feel that this targeting
strategy works better with certain age groups opposed to others no not necessarily and if you look at the data
out there I firstly I just think that there’s a huge misconception still in today’s uh time and space that Direct
Mail is only effective for maybe like an age demographic or or certain demographics but if you look at the data
direct male uh is a phenomenal channel that has a very high response rate
across all age groups and we’re seeing even more engagement even through the younger demographics including the
Millennials um so I I think it’s just an effective marketing strategy in general
by employing successful marketing tactics whether that’s Omni Channel delivering the exact same message uh
with a cohesive strategy between digital marketing and direct mail um and then of course just using personalization and
targeted messaging a good offer and a great call to action and it’s just effective marketing regardless of the
each group right I think that is it does
anybody want to unmute themselves for any questions that they’ve thought of I I did have a question uh Morgan and it
was really about when you were talking about cookies this was earlier on in your presentation I always am weary
about enabling cookies and I feel I don’t know I don’t know why I just always had that maybe it’s a misconception but can you know when you
do enable it and you do provide it automatically um populates your information I mean is that information
like able to be um seen by other businesses or other people or you know
that’s what I’m always weary of um with the with hacker real quick question before I
answer your question Sherin do you have an Alexa at home I
do I’m just kidding so when when I just want to make sure that I under oh Dora
was wondering the same thing so I just want to make sure sure that I’m understanding the question so when
you’re asking if other people can see that information do you mean outside the scope of the company that is using
technology no so it’s in there’s a pixel that is placed on that customer’s
website and all the information is aggregated and stored on this pixel and
then it is pulled down into a reporting type format so it’s housed and stored on
AWS servers and it’s secure and within that customer’s website and within the pixel so it’s not something that’s
publicly shared or available to anyone else it’s just whomever is using that
targeting or tracking technology so when you’re using your device like your phone and it says
enable cookies for whatever um it’s only
that particular site that you’re on that can access that well there’s a lot of
other marketing technology out there that actually can grab information like that for example there’s something
called the bid space and so there are tons of marketers that are always buying
for uh Prime marketing real estate out there whether that’s on a mobile app
that’s on your phone or on Facebook or whatever that is and there is technology
through the vid space that is identifying an aggregating the information about that bid space that is
available through certain devices okay so yes in some in that regard outside of
the scope of what we’re talking about here information can be available yes
got you okay that’s why I’m always kind of weary about it but I feel okay but that answers my question yeah yes and
some people are right it’s a personal preference and and there’s a lot of you know that there’s just simple things to
shwin like even like enabling GPS on your phone so another part bid space
like they know where this device is I’m worried about that too well you’re gonna have to go off the
grid Sherin hat yeah right good
question and there was a com there’s a lot of comments on great presentation uh awesome presentation Kudos Kudos uh also
I think it’s Roy Walker from out of Oklahoma I believe PCC I just wanted to know if he can get this presentation I
know we recorded it so is this a presentation available and I actually said he could probably reach out to you
directly if you wanted to do a presentation for any of the other pieces
absolutely no I’m happy to share the presentation I’m happy to do a presentation or any any way that it can
be helpful or spread this educational information anytime that we can get uh interest in using more mail I am
happy yeah if you want to leave your uh contact info uh maybe your email in the chat box so people can pick that up that
would be a great thing and uh anybody that would like to reach out to Morgan she is available to do presentations for
your PCC as well and we do thank you my pleasure thank you for having
me any other questions from anybody
else okay if there’s no other questions I’d like to introduce sh Salas of the
northeast Florida PCC to present our certificate of appreciation to Morgan
that is right and yeah great presentation uh Morgan such a dynamic speaker we had the pleasure of meeting
uh Morgan in person at our PCC last year during uh our national PCC day when she did a workshop on direct mail um um
during one of our workshops for PCC day and also was invited for a breakfast that we had on marketing to the
Millennials and and uh we we couldn’t get the sound system going on that but uh we do appreciate your support Morgan
uh as we do for the southern area postal customer councils and here is a certificate for your appreciate for our
appreciation to you uh for presenting direct mail retargeting to the southern area pcc’s during our September joint
webinar uh thank you so much for supporting the southern area of pccc’s in our efforts to educate Network and
assist our industry and postal leaders so uh we appreciate you so much thanks
for your time and and commitment thank you
