Morgan DiGiorgio, SVP Sales at DirectMail2.0, is the featured presenter of this National Print and Sign Owners Association (NPSOA) webinar. She shares some incredible statistics about website visitors and lead conversions. Did you know that 96% of the people visiting a website leave without taking any action? If all marketing channels are driving traffic to the website but only 4% of the visitors convert, how can you use cutting edge technology and direct mail to increase revenue and add value?
Morgan explains how retargeted direct mail works, how to capture website visitors and get their addresses, how retargeted direct mail can help increase average order size, decrease abandoned shopping carts, and drive a 9-18% response rate. In fact, 68% of marketers who used retargeted direct mail reported an increase in website traffic. But it needs to be utilized effectively and Morgan shows you how DirectMail2.0 does exactly that. Your messages can be targeted for each stage of the customer journey.
Learn about the four keys to direct mail retargeting and how to leverage the power of LEADMatch to track and record exactly who visited your website as a result of your direct mail campaign, regardless of whether they took action or not! DM20 also shows you how to use data to build the perfect mailing list, how to create an auto drip program, how to track direct mail response, and much more. Layer up to 11 different digital technologies with your direct mail campaign to ensure you are getting the most out of your direct mail budget.
Enjoy the webinar and contact us to learn more at [email protected].
Transcript:
0:07
i want to thank all you all for joining npsoa and morgan with direct mail 2.0 for this
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presentation uh for all those who are not members of npsoa when we send out a link to the
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recording you can join in psoa if you’re a print or a sign shop owner
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and see some of the other benefits of having um a group of us uh like we have
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um and i will go ahead and if anybody has any questions or answers or questions
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you can put them in the q a uh box and we will answer them during
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the uh presentation and uh and then we’ll at the end we’ll
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also have an opening for our q a and um with that i’ll turn it over to
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morgan thanks nat and thanks everybody for joining us today uh we’re going to be focusing on the utilization of a very
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specific technology that will help us to really make mail the hero in our
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marketing efforts and the way that we utilize this pixel is to create direct mail campaigns for something called
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direct mail retargeting and this gives us the ability to convert anonymous website visitors into leads
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essentially we’re going to talk today about how we can get about 26 of our customers or your clients customers to
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return to their website through the utilization of this marketing tactic a little bit about me my name is morgan
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digiorgio i am the senior vice president of sales at direct mail 2.0 and direct
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mail 2.0 um is a company that we have a 7 to 11 technology marketing automation
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platform and our sole purpose is to improve the direct mail marketing channel or make the direct mail
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marketing channel the best marketing channel there is by improving it through
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the utilization of technology integration so we help to improve the way that
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direct mail is tracked and also lift the response on the direct mail marketing channel through the integration of
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different digital technologies i do have over 20 years professional experience in different leadership roles
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in technology sales and marketing i have a bachelor of science from the university of florida and i do spend a
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lot of time in non-profit and service-based commitment roles um when i’m not
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busy with all my professional uh endeavors so
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uh typically we talk about uh the integration of digital into direct mail to improve its response and the
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trackability of the direct mail marketing channel but we’re going to be focusing today on a very specific technology um that we have here at
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direct mail 2.0 and how we utilize this um to create direct mail campaigns to
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increase conversions so the average business is using somewhere between around four different marketing channels
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and they’re typically utilizing one of two different ways to target through these marketing solutions the
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first one is an omni channel marketing strategy and omni channel marketing is really
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what we focus on here and that’s utilizing repetition to repeat the same
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cyclical message over and over again through a multitude of different channels
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and primarily to a very specific audience and so multi-channel marketing is where we’re
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starting with the company we’re displaying or delivering a different message through a multitude of different
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channels sometimes to the same audience and other times to different audiences
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so when people respond to marketing irregardless of what type of a marketing
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strategy that you’re using or your customers are using most people respond to marketing in the same way and i’m
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sure that we can all identify with this because this is how we respond to marketing and mit did a study and they found that
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about 90 of people when they respond to marketing will visit a website um and i
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know this to be true i don’t need a study to know because if someone tells me about a product or service or i see a
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billboard or i see a social ad or receive a direct mail piece and i am interested in learning more about that
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product or service or that organization i’m going to go online and that’s how we start to make that decision-making
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process before we actually convert and make a purchase well that’s fantastic our marketing is working people are
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going to our website they’re getting closer to that decision making uh or
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that purchase however according to google analytics about 96
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of people are going to leave without converting without making that purchase so our marketing is working
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it’s driving the initial conversion but we’re not yet garnering that sale and so
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what occurs when somebody leaves the website well typically a potential prospect or consumer is
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going to leave because they want to do a little bit more research before they make a purchase
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so they’ll leave they’ll go to a competitor’s website unfortunately i hate to break it to you but a portion of
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your marketing is driving traffic to your competitors websites and so it’s so integral that we continue to re-engage
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them in some way shape or form so that we can drive them back and that we garner that roi and our marketing spent
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and when we leave and we go to these competitors websites we’re doing that because we want to price shop we want to
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see what other organizations out there have the same products and services and what are their price points can we get a
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better price uh what are the reviews what’s the company’s reputation
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i can spend 20 minutes on just amazon looking at four or five different
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sellers of one product making sure i’m getting the best price i read the reviews and so consumers have access to
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so much information in today’s time and space and they’re running their due diligence before making a purchase
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so what type of different consumers or prospective buyers do we have on our
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website well we have casual browsers you know they’ve seen an ad or they got to our
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site somehow and they’re just casually browsing around they’re probably never going to make a purchase then we have
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undecided consumers they’re interested in our products and services they’re probably going to buy but they’re just
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not ready to buy yet and then we have active shoppers cash in hand who convert and that’s the four percent that we get
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that initial conversion right away so who do we want to focus on
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well we want to focus on the 96 percent of people that are interested they’re probably going to buy we hope from us
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but they’re just undecided at this point in time so how do we get them to decide and decide to engage in business with us
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well most businesses will utilize a tactic called digital retargeting to put the
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website visitors into a funnel and continue to hit them until they convert and we’ve all experienced this we go to
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a website we look at something we’re interested we’re browsing the web we see a picture of this item you know
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in the google ad space somewhere potentially an ad might pop up in our social media maybe we receive an email
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most businesses have some type of digital retargeting incorporated into their marketing strategy this is very
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common right but did you know that we can do the same thing with direct mail retargeting
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retargeted direct mail actually enables a brand or a company to send a custom mail piece to a website visitor and this
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is very effective about 47 percent of marketing respondents reported that retargeted direct mail actually
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increased their conversion rates and uh we can send these custom mail
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pieces to the website visitors based on what actions that they actually took on the website so for example
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i go to a website i start looking at a particular product i spend a certain
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amount of time on there i decide you know what i’m just not ready to buy right now let me look at a few other companies see if
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i can get a better price on this maybe i can find a coupon through one of them by signing up as a new customer
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i’m just not ready to make that purchase and then when i get to the other competitor sites i’m just not thoroughly
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convinced yet to make the purchase there either right so i don’t confer i was interested i might buy it sometime i
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might not well two days later now utilizing technology this organization
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knows that i was on the website they know in particular what i was looking at or what i was interested in and i
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received a mail piece with a picture of that item that product or service that i was looking at with a really good offer
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and a strong call to action that initiates that purchase decision drives
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me back to the website that i was on initially and i convert and this has happened to me a few times
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you know as a consumer right and it works and it’s very effective and we look at the statistics surrounding
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direct mail we know that that tangible piece of mail when inserted into a marketing strategy is very effective
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right it’s also something that i’m probably going to keep in my household for on average if you look at the stats
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around 17 days rather than a social ad that maybe pops up or something that i only see for a split
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second it’s tangible it’s physical and it makes a very astounding impression
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it’s very impressive when someone is on a website and all of a sudden they’re retargeted with a very well put together
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tangible direct mail piece and i think that it speaks volumes about an organization and their marketing
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strategy so wow i mean that seems like it would be very effective and i don’t know if
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anybody on the webinar today has experienced um direct mail retargeting or how it works for you or if it it did
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work in converting a purchase we’ll get into the stats a little bit here it actually has some pretty astronomical
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response rates when this technology and this marketing tactic is utilized but how does this really all work i mean how
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when someone goes to a website do they know who who they are and what they were looking at um you know
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how does this work well there’s a pixel that’s created uh just a little snippet
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of code it goes on the back end of a website it literally takes maybe two seconds uh to put it on the site um and
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then from there once that pixel is on the site it has the ability to track and identify unique website visitors and
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information about the behaviors that they’ve taken when they’re on the site so the first thing that we look at
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when someone goes to the website or this technology looks at is the ip address that that website visitor is pinging off
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of but that’s not really thorough enough to be able to identify uh anonymous website visitor so from there we look a
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little further we look into the device id is it a cell phone is it a laptop is
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it a home computer so first ip then device id and then from there we look even more regularly into cookies on the
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device and then we also look at in numerous different geo location filters
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we compile all the data that’s aggregated that that we’ve been able to pull from these different lookup points
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and then from there the data is analyzed on the back end and pulled through
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several different databases to pull out and provide a 95 accurate residential
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address for that website visitor and with that 95 accurate residential
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address we’re able to also provide additional information about that website visitor and
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i’ll show you a little bit more about that here when we get into a few more slides
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so direct memory targeting statistics well why is this so effective
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on average about 81 percent of consumers want brands to know them and to understand when to approach them and
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when not to so a lot of times i might hear from a client when we’re talking about some type of retargeting whether
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it’s digital retargeting or it’s direct mail retargeting maybe they think that this is creepy or
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that people don’t want to be retargeted or that a customer might feel that it might be
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annoying to be retargeted but truth be told people actually prefer to be marketed to about things that they’re
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interested in absolutely i want you to mail me a 20 off coupon for whatever
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that product or services that i need for my my daughter for dance class or that i’m looking at for my office or when i’m
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looking at different uh solutions for something that we might need for the business absolutely i want to be
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marketed to about companies and organizations that i’ve shown an interest in and how they can add more
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value to me as a consumer and tell me about why i should engage in business with them people prefer to be marketed
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to about things that they’re interested in 100 they also prefer personalization in
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marketing they like to they like to be marketed to about things that have have they’ve
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shown an interest in maybe it’s past or previous purchases right or for example
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something that i’m specifically looking at on a website so this is very effective now another
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reason why this is effective is because it’s employing repetition and repetition is what is
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really essential in marketing irregardless of whatever marketing channel you’re utilizing that’s why we don’t really believe in a
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one-and-done type strategy with direct mail are you going to get a response with a one and done absolutely but in
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all reality you’re just scratching the surface of the kind of results you could get if you utilize the direct mail
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marketing channel and employed repetition you know i always like to recommend at least a series of three you
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know to the same list preferable or or multiple less and at direct mail 2.0 we
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employ the methodology of repetition where we repeat the same message that’s going out
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on the direct mail piece through a multitude of different digital channels reminding that direct mail recipient of
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the interest or that they saw that direct mail piece or giving them additional opportunities to respond to
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the marketing because there are so many different variables that come into play when we think about when is somebody
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ready to convert right perhaps when you send me the direct mail piece or perhaps when i see a social media ad the timing
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isn’t right right the stars haven’t aligned in that moment maybe there’s financial factors involved potentially i
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need to talk to the decision maker right so the more opportunities we can give that prospect or potential consumer to
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convert the higher the likelihood that we’re going to get that business we literally want to put them into a funnel
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once they’ve shown that interest and we need to hit them until they convert and direct mail retargeting is employing
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that exact same tactic where we’re getting in front of the prospect again we’re reminding them of
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their interest but we’re sweetening the deal by providing a very good offer and a strong call to action
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and striking that conversion so direct malware targeting can lead to
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about a 14 decrease in abandoned shopping carts and about an eight percent increase in
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average order size so for example let’s say that i see a pair of shoes online on social media and i go on the website and
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look at them and i add them to my part and i think oh my gosh if another package shows up at my house you know i
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i just don’t want to hear about it from drew you know so i leave i say don’t need this pair of shoes um
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and and i just abandoned my car right well two days later now maybe i get a postcard in the mail with a picture of
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that pair of shoes and 20 off and i say oh i do have that wedding this weekend 20 off is a super strong deal so i come
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back to the website and also i see that now you know if i maybe buy two pairs
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because if my order size is a certain amount they’ll also offer me free shipping so now i’ve came back i’ve
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converted and i’ve increased average order size because i’m buying two now so that i can get the free shipping and
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this is just one example of how this direct mail retargeting can work this also can work very effectively for uh
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b2b or abandoned form right potentially we utilize a direct mail piece to re-engage
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a business prospect that was interested in a service that maybe we provide here in a business organization and you can
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re-engage them in that exact same manner and you can market to them about the additional value that you’re going to
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provide to them above and beyond potentially competitors in the area about 68 of marketers who use retargeted
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direct mail actually report increase in website traffic and that’s because it’s driving people back to the website
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you’re re-engaging their interest or capturing them you’re driving them back to not just go to the website but in
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most instances to drive that conversion so let’s take a look real quick here at
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the four stages of direct mail retargeting the first stage is the awareness stage you know these are
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people that are just browsing they’re not really serious serious buyers you know they might just be on your homepage
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kind of looking around right so if you were going to re-engage them with a direct mail piece uh
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the messaging should be really broad you know something about your organization a nice offer to drive them back to start
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drilling down into maybe some of those more product or category level pages on your page so something relevant broad
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but a good offer and strong call to action now the next stage is the consideration
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stage and this is a repeat website visitor maybe they viewed the same pages and products multiple times ah and this
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person is showing an interest right they keep coming back to the site they keep looking at the same products
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they haven’t purchased yet there’s something that’s preventing them from purchasing right but they’re very
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interested they’re spending that time and they keep coming back to the website so this is a really good example of
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where a little something to push them over the edge into converting would be very
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effective and so this direct mail piece should specifically speak to exactly
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what they were looking at with a compelling offer to drive them back
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the next stage is the purchase stage and and this is the abandoned shopping carts or um abandoned form right so they have
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a strong intent to purchase something caused them to abandon the car
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and this direct mail piece should be directly related to their shopping cart encourage that purchase a really good
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offer to drive them back and this is uh you know the example that i just gave a few minutes ago
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this is specifically what i’m speaking about here um now lastly is a loyalty stage okay so
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a lot of times um i might hear from a client you know hey you know morgan this is really fantastic but i’m really not
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interested in getting the the contact information or the information about our existing customers that are on the
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website you know do we have the ability to suppress these customers out of the leads that we’re acquiring with
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this pixel so if you think a few things here yes um you know we can suppress out
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existing customers from a pixel on a website um and there’s some instances
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that potentially you’d want to do that if for example my lights just turned off from here if for example you know it’s a
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bank we absolutely do not need the contact information of everybody that’s coming to their website that’s just
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logging in to check their bank account backs right that would be silly however um you know maybe they may be very
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interested in grabbing everybody that is on their home equity line of credit page right because maybe they want to put a
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marketing effort together where they’re targeting people that are interested in the home equity loan um but if they have
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a pixel on the site and it’s firing site-wide they’re going to capture the contact information of people logging in to
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check their bank account bounces so we can do a couple of things if there’s something on the page
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that they’re interested in we can run suppressions um but we can also only pixel or track just certain pages on the
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site so we don’t have to have the pixel firing site-wide you can track you can pick just very specific pages on the
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website that you’d like to track and grab uh contact information for now the other thing that i want to speak about
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on this is that you know it’s a broad statement right but about
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eighty percent of sales come from twenty percent of customers and so what i mean by that is just because you have your
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customers contact information does not mean that it isn’t valuable to identify
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that an existing customer is in your website so potentially maybe your customer is engaging in business with
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you and frequently purchasing product a and you have record of that you have knowledge of that right
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but now maybe they’re coming to your site and they’re interested in products b c d and e it would be extremely valuable for you
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to know that an existing customer is also interested in all these other ancillary products and services that you
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have so that you have an opportunity to market to them about that and capture additional revenue from those existing
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customers with those other products and services that you have so just because you have your customers information i i
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really like to strongly encourage a borrowing from grabbing existing customers information because there’s a
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lot of additional revenue streams that you potentially could be missing out on just by completely omitting it because
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they’re a customer who have their contact information right so this type of uh direct mail p should
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include you know exclusive shopping perks maybe some type of uh loyalty
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offer something that’s going to encourage them um to come back and make a repeat purchase right
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um but also if they were if they were looking at products b c d and e you know
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a very compelling offer for products b c d e um but there’s also a lot of organizations that
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i purchase things from all the time and then maybe i stop right i don’t know
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maybe i find somebody else that i like that provides the product and service better maybe you need to bring me back over to
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your website if i come over just to check hey is something changed do they have a better offer going on here
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you may need to bring my business back or maybe you want to get more frequent purchases out of me so getting existing
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customers information is still valuable um in a lot of these scenarios here
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so the keys to direct mail retargeting couple things here speed uh very important that we time these direct mail
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we’re targeting campaigns appropriately and what i mean by that is getting in front of the direct the website visitor
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as soon as possible is really imperative to driving the conversion now depending upon what type of a business it is you
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know you may have a longer lead time or you may have more leeway um between the necessity of
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pulling down the information and sending out a direct mail piece but there are certain things where if you wait too
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long of a period of time they may have already made the purchase you know they’ve already bought it they’ve
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already got what they need um and you might be a day late in a dollar short so strike why the iron is high you have
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the access to this technology you have their information utilize it to your advantage to get in front of them with
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that direct mail piece and drive the conversion into your organization because remember when they leave your
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website they’re going over to competitors pages and so it really behooves you to get in
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front of them as soon as possible to capture their attention back and drive that purchase
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um utilizing personalization you know we can take the information that we’re grabbing from this pixel
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and then i’ll show you in a minute is actually provided in a report to you to customize these direct mail pieces um
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not only can we append information like name um you know or other things about the
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direct mail recipient or the website visitor you can specifically personalize it to their browsing experience so that
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we get that brand recognition or that recall of what it was that they were looking at on the website
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um making sure that we have a clear concise call to action tell them exactly
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what it is that you want them to do and how you want them to do it right do you
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want them to pick up the phone and call tell them that do you want them to go to the website
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tell them that when they land on the website make sure that the website aligns with the call to action that’s on
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the mail piece and the offer which leads me over to consistent
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messaging so ensure that the messaging is consistent with your other marketing channels right cyclical omni channel
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marketing is what has been shown um recently to drive the highest response because currently in today’s time and
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space we are just flooded with so many different marketing messages so the more
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cyclical and omni channel you can keep your marketing strategy in solution the better the likelihood that it
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impinges in that in that consumer’s mind or that prospect and really helps to
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start to develop that relationship with that prospect and and drive that conversion but um i can’t reinforce
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enough how important it is to have the messaging be consistent you
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know whatever’s on that that postcard when they get to the website make sure they see it there you know if you have a
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mailer that goes out that says ask us about our thousand dollar you know maybe it’s a private school ask us
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about our thousand dollar grant program and you get to the website and there’s nothing there that talks about a
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thousand dollar grant program you only get a split second you know to to get somebody to convert you know if i get to
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a website and i can’t see it there and i’m not going to search around an entire website to try to find what it is that
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you’re marketing to me about right so make it simple for them and keep it consistent
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okay so let’s go through a couple of examples now uh of some directional retargeting pieces so this one here is a
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hyper personalized messaging okay so someone went to the website they were looking at the new sneaker collection um
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and they’re sending them a postcard to try to get them to bring them back and actually make the purchase so
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hey jay we know you’re a sneakerhead and we got you so if you see here it doesn’t
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say hey jay we’re creepy and we know you’re on our website right it just says hey we know
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you’re a sneakerhead so they know that he was there he was looking at the new sneaker collection now with this pixel technology
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we capture and provide a 95 accurate residential address for that website
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visitor legally that is all we can provide however from there we can append
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up to 3 500 different data points about this website visitor and so we know that personalization improves a response to
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mail so here they appended name right they penned a name so they said hey jay
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they have a picture of the new uh new sneaker collection that he was looking at
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and they’re offering him 15 percent to come back and make the purchase
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um so this is an example of a direct mail retargeting piece from grades and they really put their money where
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their mouth is here this is a really strong offer they’re offering a free graze box
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so here they’re telling them is specifically what they would like them to do right somebody went to the website
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they left hey you were interested you know what we’re going to give you
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one free box and this is how you take advantage of it visit us here you see
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the website enter the code we’ll mail you your free box so this is
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a very strong offer you put in the credit card information and then of course you’re opted in to receive uh you
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know repeat consecutive graze boxes but this is a really strong offer most people are definitely going to take
28:30
advantage of a free box and then they will probably get residual repeat business from there
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um so let’s talk a little bit about the technology that we have here at direct mail 2.0 that can really help you
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provide these kind of campaigns either for yourself for your business or a way that you can pass along value to your
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customers if you’re a direct mail service provider so when someone goes to our
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website we really don’t have any way to identify who they are without utilizing
29:01
technology like this right the only way that we know someone goes to our website is if they tell us
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they have to actually fill out a form and let us know that they were on our website or they pick up the phone and
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call um you know or they reach into our organization you know even with digital
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marketing in our google analytics we can see when someone gets to our website
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from certain marketing right we can see that somebody came to our website from a social media ad or from a google ad but
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we don’t know who they are we do not know who they are until they reach in right
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and with 96 of people going to the website responding to our marketing and
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leaving it is so valuable for us to be able to identify who these people are
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these are the people that are the closest in the funnel to engaging in business with us this is like
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gold this is about as close as it gets to gold to being able to identify the people that have the highest level of
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interest in doing business with us they’ve already shown the interest and now all
30:06
we have to do is re-engage them to increase conversions on our existing marketing
30:11
so technology like this if you know you’re utilizing it for yourself or you’re passing it along to your
30:16
customers you’re actually helping to assist them to increase the return on investment
30:22
for all of their marketing across the board because when everyone that responds to marketing is going on the
30:28
website and you actually have the ability to identify who they are and you can re-engage them with direct
30:35
mail and make direct mail the hero by driving back conversions on all of their
30:41
marketing you’re now improving that that roi all over all across the board for the entire marketing strategy we’re also
30:49
creating um if you’re a direct mail service provider revenue streams through direct mail
30:54
campaigns because you’re building some of the most effective mailing lists that they are and you’re getting an
30:59
opportunity to mail um to the people that are showing the highest level of interest so
31:05
here at uh direct mail 2.0 our technology that i’ve been talking about through this presentation today is
31:11
called lead match and so you go into our dashboard you create a campaign it literally takes 30 seconds a
31:18
pixel is created you put it on the website we identify anonymous website visitors
31:24
we will tell um the average duration of time that they’ve spent on those pages so that you
31:30
know how interested they are we will tell the specific top five urls that they went to so you know
31:36
specifically what they were interested in now something very interesting if you see
31:42
this technology is called lead match so there’s a second component to this
31:47
technology the first one is in the identification of the anonymous website visitors so we’re able to identify the
31:54
people that are showing the highest level of interest but the second part here is the match part and so when we
32:01
use the lead match technology with a mailing list we actually have the ability to identify
32:09
direct mail recipients that went to the website and show their contact information
32:14
so when direct mail when a directional recipient
32:20
receives a mail piece and they go online there is no way for us to track that not like we can our digital technologies
32:27
digital like i said in my google analytics i can see who came to the site for my digital marketing with a mail
32:32
piece i cannot not unless they reach in or tell me that they were on my website but with lead match when we identified
32:39
an anonymous website visitor we instantly match that back to the mailing list and now we can tell you these
32:45
people on the mailing list actually went to your website so now you know that the
32:50
direct mail recipients are responding the direct mail is working and specifically who
32:56
on the mailing list went to the website so who on the mailing list should be of
33:02
the utmost importance of you to follow up with these people these people were on the website and this is the average duration
33:09
of time they spent and this is specifically the pages that they went to
33:14
so we’re utilizing this technology to build the perfect mailing list but like i said
33:20
before from there you know once we get this 95 accurate address we can append
33:26
up to 3 500 different data points right so if you’re uh in the automotive
33:31
industry your customers are an automotive maybe you want to append what vehicles are in the household maybe the
33:37
um automotive customer wants to know how old are the vehicles are they potentially in the market for a new car
33:42
maybe they want to take a trip into our service department maybe we market to them about an oil change if you’re that
33:48
financial institution that i reverenced before and you’ve pixeled your home equity line of credit page
33:54
maybe you would like to know if the person on the site owns a single family home are they even eligible to take a
34:01
home equity line right what’s their income look like in the household and we
34:06
can essentially pre-qualify these data sets prior to putting together a mailing
34:12
you know basically trimming off all the fat making this mailing list more valuable and enhancing it with so much
34:18
additional data and a lot of times potentially your customers or you might want you
34:24
know to append phone numbers because you’d like your sales team to call and follow up on these leads or maybe you
34:29
would like to append email addresses because email with direct mail is also a
34:34
good marketing tactic right so we can use data appends to further enhance the
34:40
list and so this is where we’re just taking existing known customer data which in
34:47
our case is a postal address and it’s being matched against databases to obtain additional information and so
34:54
this is an arm’s length transaction we’re utilizing this pixel we’re grabbing a 95 accurate address and then
35:01
from there we’re taking and we’re enhancing or we’re pending additional data and then we can follow up with that
35:07
website visitor to close drive them back convert so that we can acquire the
35:12
business so why is this so important
35:18
well one-to-one marketing is very effective you know direct marketing actually in today’s time and spaces is more
35:24
important than ever before right we really need to create and utilize
35:29
very targeted marketing campaigns because consumers are so immersed with with ads
35:36
and in the entire marketing ecosystem that the more often that we’re marketing
35:41
to the right people with the right messaging the more likely we’re going to drive a response and and that’s really
35:47
why this technology in my opinion is like the silver bullet of marketing because these are the right people in
35:53
the right place and at the right time because they’re telling you that they’re interested right now right
36:00
and so we can drive very high response rates um
36:05
you know we can lower direct mail costs by marketing to the right people and and really create very targeted
36:12
high response direct mail campaigns um we can even create an auto drive
36:17
program so in our dashboard when these campaigns are set up you can you can set up auto delivery so
36:24
that these leads are purchased and a file is delivered to a specific email
36:30
address once a certain quantity of leads is reached or maybe you want this done every monday
36:36
but we can auto deliver these leads and we can use variable data to push these direct mail retargeting
36:42
campaigns and sometimes even a customer might pre-print you know some of these postcards and and have them
36:50
available too so on average we’re getting about a nine
36:56
to an eighteen percent response rate with direct mobile targeting and this is actually a stat that is present over
37:04
around 280 different industries so i’m asked all the time you know hey what industry does this perform the best in
37:10
you know what’s the response rate and financial what’s the response rate here on average we’re achieving about a 9 to
37:16
an 18 response rate because we’re marketing to the right people we’re marketing to them about things that
37:21
they’re interested in right um and so we’re able to achieve an astronomical
37:27
response rate to mail i mean wow nine to 18 percent response and then from there
37:33
um a lot of our partners or clients will add on the direct mail 2.0 digital
37:38
integration to repeat that messaging get that continuous cyclical repetition
37:44
through the digital enhancement and increase the response around another 23 to 46 percent even from there for just a
37:51
few pennies per mail piece so really powerful stuff here now
37:57
um you know you’ve heard me talking today about how we can identify and provide a 95 accurate residential
38:03
address so we might have um you know some people on the webinar today that say well what about b2b
38:10
well for one we can identify and provide a business address so let’s say morgan at
38:18
direct mail 2.0 goes onto abc printing’s website i’m interested in uh you know a direct mail campaign you can get the
38:25
address here the 600 cleveland street and you can send a direct mail piece here however in my opinion i feel that
38:32
the residential address is a lot more valuable because when it’s delivered to
38:37
our location here it may never make it past the office manager’s desk and additionally you don’t know that it was
38:44
me that was on the website you just know someone at direct mail 2.0 or this address you
38:50
know 600 cleveland street was on the website right but you don’t know it was me
38:55
now if you got my 95 accurate residential address you would be able to
39:00
send me a direct mail piece to my home where i look at a hundred percent of my residential mail and i can say wow i was
39:07
looking at about six different direct mail service providers and they just sent me this postcard here’s a really
39:12
good offer and this is actually kind of impressive and it’s reaching me the decision maker i think i might give them
39:18
a call now that being said there’s no perfect science in marketing so i would encourage you to grab both data sets and
39:26
run a test but a lot of people are working from home right so
39:31
um it could be very beneficial to grab that residential address um and market to them from there and and bypass uh the
39:39
gatekeepers as well okay so um this is a campaign that we ran and
39:46
when i was talking about our matching technology where we can identify the people on the mailing list that went to
39:53
the website this is an example of why identifying the people in the mailing
39:58
list that went to the website is so valuable this was a campaign that ran with about
40:04
4975 pieces okay there was a call tracking uh technology
40:10
utilized on this campaign however they only garnered about 17 calls 17
40:17
pretty underwhelming right if i was a customer i would definitely not be wild about that now of course
40:24
there’s so many reasons why maybe we wouldn’t see a ton of calls here you
40:30
know is the call tracking number on the website most times it’s not so i get a mail
40:36
piece i go to the website a different phone number is on the website i call that number
40:41
but i’m converting from the mail right however with the utilization of the lead
40:47
match pixel we were able to see 932 people on the mailing list
40:52
went to the website wow that’s an 18 response rate without the utilization of
41:00
this technology they would probably be pretty underwhelmed with the response so this type of technology is really
41:06
helping keeping mail as a contender in the ring showing that it’s working that people from the
41:12
mailing list are going to the site but furthermore who on the mailing list is going to the
41:18
website so they can be followed up with um and this is an example of a direct
41:24
mail retargeting campaign where you know we’re getting around that nine to eighteen percent response rate
41:30
um but this company sells a portable blender and when you go to the website and you go to leave a little ad pops up
41:37
and says wait don’t leave 10 off if you buy now and
41:43
obviously a lot of people think 10 isn’t that strong of an offer so they leave
41:48
and then two days later they receive a mail piece for 15 percent off and just by increasing that offer that
41:55
additional five percent and getting that tangible piece in front of the prospective consumer
42:00
they were able to achieve about a fifteen percent response rate from the direct mail retargeting um and
42:07
almost a thirteen percent conversion rate from retail return visitors so that’s just one example of how
42:15
powerful this strategy can truly be now this is a non-profit that not only
42:22
just utilized the lead match pixel but also used direct mail 2.0
42:28
okay and from adding direct mail 2.0 onto their mail piece they were able to
42:34
increase giving about 25 they were able to convert
42:39
5400 lapsed donors re-engage them resurrect them bring them
42:44
back to life and garner a donation from 5 400 labs donors
42:50
increase monthly donors 78 and the utilization of the lead match
42:55
pixel helped them to garner about 6780 first-time donors
43:02
so non-profit the list gets saturated we’re asking the
43:07
same people for money over and over again not to be morbid but people pass away
43:14
so we can take this pixel and put it on a website on the ways to give page or the ways to get involved we can find out
43:21
and identify people that are interested in the cause maybe people that are interested in donating their time or
43:28
goods or services their prospects for asking a monetary donation as well and they were able to
43:35
generate almost 7 000 first-time donors through that lead match pixel
43:42
this is a higher education case study this is well used the entire direct mail
43:47
2.0 platform and lead match so with direct mail 2.0 the additional
43:53
digital technology on top of the direct mail campaign they were able to increase
43:59
their total deposits 53 increased students admitted into
44:05
deposits around 26 but what is really astounding about this campaign is the direct mail retargeting
44:12
staff so they use lead match they identify the people that were interested in the educational institution
44:19
they mailed to them they added direct mail 2.0 above and beyond just utilizing
44:24
the drugstore we’re targeting and they achieved a 25 response rate that’s
44:30
unbelievable and and this is higher education this isn’t you know just a hundred dollar you know parachute cycle
44:37
we’re talking about thousands and thousands of dollars you know for each conversion so this is a
44:43
really good example of the powerful punch that we can pack when we layer on existing technology
44:51
on top of direct mail or when we utilize sophisticated tracking technology to identify the right people right because
44:59
65 of our marketing is who we’re marketing to so just marketing to the right people is is what is going to be
45:05
super effective in marketing and that’s exactly what this technology is helping us to achieve
45:13
so um you know talked a little bit about direct mail we’re targeting um but as i
45:18
said here at direct mail 2.0 we do have uh an 11 technology platform where we
45:24
can seamlessly track the direct mail marketing channel um whether that’s you
45:29
know showing projection projected mail dates when it’s projected to be delivered
45:35
delivery confirmation and from there we can also layer on
45:40
digital marketing technology to provide an omni-channel marketing campaign to increase response about 23 to 46 percent
45:49
um we do achieve all that for just a few pennies per mail piece um also currently going on right now
45:56
until december 31st is the informed delivery four percent postage discount
46:02
so we can deploy just informed delivery campaigns where you can take advantage
46:07
of that four percent postage discount or through the utilization of our entire technology platform
46:14
you can take advantage of those discounts as well we’re also rolling out a new feature
46:20
here in the coming weeks with qr codes static and dynamic
46:26
and that will align quite appropriately with the mobile shopping promo that’s starting on september 1st as well
46:34
so um if you have any more questions about direct mail retargeting if i can
46:39
just be a resource on that you know uh please reach out i can be reached at this email address here the sales at
46:45
dm20.com um or if you’re interested in learning more about direct mail 2.0 and our other
46:52
functionality i’d be happy to answer any questions you might have on that also
46:58
and morgan uh thank you for that we do have some questions uh frank what is the optimum number of visitors
47:05
to a website on a daily basis in order to make the cost of say a direct mail postcard etc
47:12
effective must it be in the thousands or just 500 or 50 or 100 visitors per day
47:19
well that’s a good question i mean i think that it really depends upon what the average value of one customer is
47:27
to that customer i mean if you get one direct mail piece and you mail to the
47:32
the prospect and they convert well then it’s valuable right and so i don’t know that there’s any specific
47:39
quantity that you want to make it valuable but i will tell you most times once a pixel is on a website they like
47:45
to wait until they have somewhere around 250 visitors so that they can make pre-sort when they send out a mailing
47:51
but like i said um some might just have postcards pre-printed and and they resend them out
47:59
um so that they can they just send them out immediately once they get that website visitor’s contact information
48:07
okay and a follow-up question to that if cookies are going away as reported
48:13
how will this affect your ability to identify the visitor well google actually just released an
48:19
article it was last week that they are actually delaying um
48:25
removing cookies till 2024 so that’s not even something that is of
48:31
any type of concern right now at least for a couple more years also that is essentially a remarketing
48:38
pixel or remarketing cookie so i don’t know that the utilization of this lead match technology would be incorporated
48:45
into the elimination of cookies because that’s just focusing on one core aspect
48:51
which is digital retargeting um but of course here at direct mail 2.0 we’re always staying ahead of the curve we’re
48:57
always looking at different marketing solutions we know that things in the marketing ecosystem can change in an
49:02
instance so we have tons of things on the back burner that we can deploy when deploying when changes might come up on
49:08
the horizon but for now um you know we did do a lot of work in that regard with
49:13
that announcement and now they’ve delayed it to 2024 so it’s
49:19
not going anywhere for a while mitch asks does your data include
49:25
business titles etc yeah so for the business data we do have
49:30
the ability to provide a few contacts at that organization although
49:36
you won’t know who specifically was on the site when we provide the business address you’ll get the business address
49:43
the company name a few contacts at that organization a few hash emails at that
49:49
organization but you won’t know specifically who is on the site that’s why i was saying the residential it
49:55
feels so much more valuable because you know it was me and and you can market to me at my
50:01
residence all right uh keith asks morgan how do you imagine pricing the
50:08
direct mail retargeting function does it only make sense that the dm 2.0
50:13
partner uses bulk lead match credits for a single piece mailing is the
50:19
partner going to pay for a minimum job yeah so if if you’re just doing a lead
50:25
match campaign keith i don’t think that you need lead matchable credits because
50:30
with the cost of the lead is still very inexpensive most companies are paying
50:35
somewhere around 250 dollars for one web lead right so when you think that maybe
50:41
you’re charging them i don’t know you know 30 cents 50 cents per lead for something that drives a 9 to 18 response
50:48
rate you’re fine on that price point um or even for just the cost of the mail i
50:54
definitely wouldn’t suggest adding uh the direct mail 2.0 platform
50:59
on top of you know a mailing that’s just one or two pieces you’d want to at least wait until you have a list that was i i
51:07
would say bare minimum you know a thousand fifteen hundred yeah all right
51:12
um richard asks what percentage of visitors are you able to identify and
51:18
does the consumer have to go to a build a cart if they simply go to a
51:23
secondary page not the home page is that enough to generate their address
51:29
oh so on average what average website traffic to identify
51:35
it varies and fluctuates so wildly and so greatly you know i i have seen the
51:40
pixel identify as low as 30 of traffic i’ve seen it identify as high as 95
51:46
percent of traffic now one thing that i can say is that our algorithm uh is very
51:53
errors very uh far on the side of caution meaning when we provide the data
51:58
we want it to be at least 95 accurate so our parameters are very very tight
52:04
so i think that we probably provide less website visitors than more because we
52:11
would rather the information be more accurate okay so
52:17
it really depends it really depends um now what was the second question oh
52:22
about uh yeah so if someone goes to a website all they have to do is go to the site they don’t have to fill out a form
52:28
they don’t have to start taking any kind of action all they need to do is simply
52:34
land on the website and then we have the ability to identify them um but you know
52:39
it’s going to be different honestly with with different websites and and depending upon even with the matching
52:45
technology you know like say for example it’s you know one two three
52:51
uh maybe the address is is wrote a certain way and when we identify that or some of the website if it’s you know
52:58
identified and provided in a different way it may not show a match so it has to be a very close match
53:04
okay um and i i jamie brad and morgan will follow up
53:10
with you afterwards uh directly um then and i sent that to brad in a in a
53:17
chat too then uh lens asks i have a question about the
53:24
minimum user threshold for the pages that we pixel for the dm retargeting
53:31
if we pixel very select pages that receive super qualified traffic
53:36
do we need to be aware of a minimum quantity of dm pieces that get sent for
53:42
those pages or best practices around this topic yeah i mean not really you know it just
53:49
depends on how you’re mailing you know if you want to wait till you have a certain quantity to to make pre-sort you can do that or
53:57
you know they can place an individual stamp on them i think the whole idea here
54:03
is getting the direct mail piece in front of that consumer to drive that conversion now of course if you’re a
54:09
direct mail service provider operationally you want this to work as cohesive as possible so i think we just
54:16
take this on a case-by-case basis let’s see how many leads are being identified in the site maybe we
54:22
commingle some mailings together and and we put them in a run so that it it makes more sense um yeah but that’s really up
54:30
to you there’s really no minimum quantity um that has to be sent unless you’re taking things into consideration like
54:36
postage and operational uh considerations okay
54:42
all right i think that concludes all of our questions and answers uh nobody else has uh posted any so
54:49
i want to thank everybody for joining us and thank you again morgan for doing this presentation
54:55
and you’ll send me the deck so i can send that out to all the registered and we’ll send out a link to the video and
55:02
the deck uh at the end of this uh or probably within the next hour or two
55:09
so that’ll be available and uh i guess that concludes it uh i don’t see any more questions
55:15
thanks not all right thank you thanks guys bye-bye
