Historically mail has been challenging to track and in today’s marketing ecosystem using the power of repetition with cyclical messaging is what drives the highest results. In fact, marketers using 3 or more channels in any one campaign earned a 287% higher purchase rate.
For years our bundled technology platforms have been seamlessly tracking mail and lifting response rates. Learn how we are upping the ante on your mail with a true 1:1 bundled technology platform using multiple mediums including Addressable Geo.
This 45-minute Webinar features CEO/Co-Founder Brad Kugler and SVP Sales & Marketing Morgan DiGiorgio as they discuss:
- The state of direct mail
- The importance of omnichannel marketing
- Enhancing mail and tracking online and offline conversions with 1:1 marketing technologies
If you’d like to learn more about improving direct mail marketing with Addressable Geo, please contact us at sales@dm20.com!
Transcript:
0:00
all right so for anybody that doesn’t already know me I’m Brad Kugler the co-founder and CEO of direct mail 2.0 we
0:07
are cloud-based marketing platform that lifts the results of direct mail through omnichannel marketing uh we’ve been
0:15
doing this about fives this is going to be our sixth year and
0:20
um we’ve had amazing results we are not a stagnant company we continue to add features and new technology as soon as
0:27
we can prove that it works I don’t want to sell anything that doesn’t work so this is something that we’ve got some
0:33
great early results on and uh my esteemed colleague here Morgan who is
0:38
our vice president of sales and marketing she is going to tell you all about it so I’ve been told to not
0:44
interrupt we will save the questions till the end and I will zip my lip mute my mic and
0:54
I’m going to let Morgan take it from here oh my gosh wow
0:59
no I I’ve just got a lot to cover today so um I any questions uh please feel
1:05
free to put them into the chat or use the Q a Ron’s going to be trying to feel them as we we go through it but I do
1:11
have a lot to cover I just want to make sure that we can get through everything and then we’ll open it up for that q a at the end
1:17
um you know our fearless leader here Brad if you do have anything to interject please do I will do my best
1:24
please use the chat and the and the Q a uh I will do my best not to interrupt
1:30
Morgan so if it’s something pressing I’ll try to answer you on the chat perfect so um as Brad said I’m Morgan de
1:38
Giorgio I’m the SVP sales and marketing here for Direct Mail 2.0 I’m super excited about today’s webinar like I
1:43
said we’ve got a lot to cover uh on the agenda we’re going to start with the foundation of it all which is uh the
1:49
state of direct mail you know where are we at what are we looking like in 2023 then above and beyond that we’re going
1:55
to talk about effective marketing strategy and how we can improve the response of direct mail with omnichannel
2:00
marketing tactics but in particular um of course as you see we are unveiling and unleashing our newest
2:07
technology addressable Geo and what we have the opportunity to do with this technology is enhance mail and track
2:13
online and offline conversions with a true one-to-one marketing technology
2:18
approach so very excited to get into that after we get through some of these foundational levels things so let’s talk
2:25
about the state of direct mail where are we at so Direct Mail advertising is a 43
2:30
billion dollar industry expected to reach 73.57 billion in 2026. this is a massive
2:39
Market to be tapping into now I know that all of our partners on our webinar today are tapping into this Market but
2:45
if there’s any commercial printers that are joining us today and you’re looking to get a piece of this Revenue pie there
2:50
are things that you can be doing that will set yourself apart from other direct mail service providers so that
2:57
you can tap into and capture more of this market share if you’re an Advertiser and you’re not using using
3:03
the direct mail marketing channel well as you’ll see we’d be going through these stats here and how effective Direct Mail is it may be time to jump on
3:11
that bandwagon because it’s an extremely effective Channel marketing Mill Revenue increased 681 million or 4.9 in 2022
3:21
over 2021. now granted um we are still not at pre-covered
3:27
levels but that being said we are seeing a significant uptrend in the utilization
3:33
of marketing mail and nearly 72 percent of businesses use direct mail to
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generate sales so hmm that other 28 that is not utilizing direct mail I see as an
3:47
opportunity right there’s an opportunity there to be educating other marketers on
3:52
the power of direct mail and why they should be using this channel 58 of marketers have more marketing budget
3:58
allocated to direct mail this year so like I said that we are seeing a significant uptrend and that’s because
4:06
the effectiveness of direct mail with the addition of Technologies like Direct Mail 2.0 or Omni Channel enhancement
4:13
just continue to improve the channel so wow Direct Mail has the highest Roi at
4:20
112 percent a lot of times prospecting or speaking with a prospect that is
4:26
looking for marketing strategy they might tell me that the direct mail marketing channel is expensive well when
4:33
you’re looking at the cost of something you have to look at the ROI and um there’s been a lot of research out in
4:39
fact you know lob did their 2023 the state of direct mail report they interviewed over 250 different uh
4:46
advertisers that are using Direct Mail 74 of them agree that direct mail delivered the best Roi response rate and
4:54
conversion rates okay so let’s take a look at direct mail and let it Flex its muscle a little bit here because over 91
5:02
percent of promo meal is red and obit you guys when I get up in the morning and I open my email and I see all the
5:09
spam email guess what delete delete you know my uh my husband recently paid my
5:16
11 year old to go into his email and start unsubscribing from all of these people that are spamming his email I
5:23
just couldn’t take it being uh you know overwhelmed with all the emails so when I’m deleting these email messages I’m
5:29
not seeing the impression I’m not being delivered the marketing message I delete it when I go out to my mailbox and I
5:36
grab my mail I look at every single piece of mail before I decide whether or
5:42
not I’m going to discard it and even if I do discard that piece of mail well that impression that Imaging that brand
5:49
recall has been seared in my mind Direct Mail takes 21 less cognitive effort to
5:56
process than digital marketing and this is so important because when we inject direct mail into our Market strategy and
6:03
we use that Effectiveness it’s only going to overall enhance and increase the likelihood that we’re driving a
6:10
response for our other channels so the response rate to mail is high around 37
6:15
and the other thing about it is that it is a good channel for all demographics
6:21
there’s been a very large misconception that Direct Mail is really very useful
6:27
for an age demographic maybe not so useful for a younger demographic but over the last few years a younger
6:35
demographic has actually been so much more receptive to the direct mail marketing channel and they actually
6:40
prefer it as opposed to other digital channels so great channel for all demographics as well uh something very
6:48
interesting too you know there’s always been I would say at least in this industry you know a tug of war between
6:55
direct mail and digital and for quite some time guys actually digital was
7:01
winning that war okay there was a lot more marketing spend being put into digital because people saw it as being
7:08
inexpensive and effective but over the course of time it has slowly started to
7:14
become less effective and right now we’re almost at about a 50 50. with 56
7:20
percent of marketing being an online strategy the other percentage in direct mail or offline well very interesting
7:27
thing though when we know currently that one of the most successful marketing
7:32
strategies is to layer digital on top of a direct mail campaign I know that a
7:39
portion of this 56 percent of digital marketing is actually being utilized to
7:44
enhance an offline marketing strategy so we’re really pulling some weight here with the direct mail marketing channel
7:50
making a big comeback on the scene of marketing strategies being used
7:56
um but it’s really not Direct Mail versus digital it’s really not okay it’s
8:01
about deploying a marketing strategy that is utilizing something that is the perfect marriage between Both Worlds how
8:09
can we couple online and offline to uh deploy a marketing strategy that’s going to give us the best of both worlds
8:15
because that is how we get the best results we can increase our response rate by around 63 percent adding direct
8:23
mail with digital ads gives us almost a 28 eight percent higher conversion rate here at uh direct terminal 2.0 when our
8:31
platform just our Baseline platform is layered onto a mail campaign we see
8:36
anywhere from 23 to 46 percent lift in response to the mail and that’s just on
8:42
a basic campaign I mean we have seen even higher so very effective here when
8:48
we’re pairing the the offline with online channels and 85 percent of
8:53
consumers actually prefer a blend of digital and physical marketing channels and and there’s a few reason for that
9:00
okay the first is that people prefer to do their research and investigate products and services through certain
9:06
channels and then they prefer to convert in other channels right
9:11
um the other thing about it is that people actually do prefer to be reminded about products and services that they
9:16
were interested in absolutely I want to receive an advertisement or a marketing message about that product or service
9:22
that I looked at and the extended a better deal to drive me into converting I was interested uh I just needed to do
9:30
a little bit more research maybe I needed a little bit more time but now I’m being reminded and presented with a
9:36
better offer so people do prefer to be marketed to through multiple channels about the products and services they
9:44
were interested in so how do we do this well the most
9:49
effective way to drive a response utilizing a digitally enhanced Oracle
9:55
marketing channel is actually through the deployment of something that’s called an omni Channel marketing
10:01
campaign and what omnichannel is is repeating the exact same message that is
10:07
going out on the mail over and over again and omnichannel is very effective
10:12
because it starts with the customer at the center of a seamless unified
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experience multi-channel marketing is starting with the company and regurgitating marketing
10:24
messages out through multiple channels but Omni channel is keeping that customer at the center of that marketing
10:31
experience and we see purchase frequency uh as high as a 250 percent higher when
10:39
using omnichannel customers who shop across channels have a 30 percent higher
10:44
lifetime value I mean this is very significant stuff this is where we’re
10:50
really going to be able to compound our customers marketing dollars and drive a
10:55
significant lift in the response to their directional marketing um the other thing too is that when we
11:02
can layer on an omni Channel buying experience you know I talk a lot about omnichannel marketing but
11:09
customers prefer an omni Channel buying experience as well right they like to be
11:15
able to have that cyclical process through the entire buying experience and
11:20
there’s technology that we can use to bridge that gap between offline and online like QR codes for example you
11:28
know we can thank covid for the Resurgence of QR codes so you know there’s a silver lining I guess maybe in
11:35
everything right so let’s talk a little bit about challenges so Paper Supply
11:41
um you know we we have really in this industry suffered some significant challenges with paper Supply I’m happy
11:47
to see all the data pointing to a lot of that starting to even be alleviated in this current time and space but it looks
11:54
like around Q3 Q4 of this year um most of these challenges with paper
11:59
Supply will really start to have been um eradicated and and I’m hearing that
12:04
they really already have an also currently right now for a lot of our partners
12:10
um but even as uh as useful and viable and Powerful as the direct mail
12:15
marketing channel is you know we have still had some challenges and and there’s challenges center around
12:20
tracking and attribution so that’s the bad news but the good news is that there is technology that can really help us
12:27
provide solutions to some of these tracking and attribution challenges with an offline Channel
12:34
um also because of supply chain issues the direct mail uh marketing channel has
12:40
increased in cost and then the never-ending postage increases are also
12:46
compounding the cost of the direct mail marketing channel but that being said
12:51
none of this none of it has led to a decrease in the interest of direct mail
12:57
in fact as you can see more mail is being utilized for marketing so they’re
13:04
not having a decrease in interest into it but maybe a different approach and and what I mean by that is they are
13:09
looking to get more targeted with their direct mail and they also desire to increase the performance of the direct
13:16
mail and so at directional 2.0 we actually have a few ways that we can do that uh you know
13:23
when we’re talking about tracking an attribution I was just talking about QR codes you know we can do static or we
13:29
can use personalized QR codes so you can actually track down to the individual Direct Mail recipient that is scanning a
13:36
code show attribution to the mail it actually lifts the response to mail because people love to get out their
13:42
phone and scan a QR code um there’s different call and text tracking features uh also we have uh our
13:50
lead match technology if you’re looking to get well targeted and show attribution we have a pixel that you can
13:57
put on a website you identify a website visitor you get 95 accurate contact
14:02
information about them or you build a targeted mailing list these are people
14:07
that are literally raising their hand and saying hi I am on this website I am
14:13
interested in this product the service and this is how interested I am because I’ve been on this site for x amount of
14:19
time and you can build that targeted list and mail to your clients uh your your
14:26
clients consumers and Prospects in that fashion the other thing we have with that technology is our match back tool
14:32
so when people respond to marketing they go online if I click on the ad I end up
14:38
online if I see a social media ad and I Google and search I go online if I get a mail piece and I’m interested and I do
14:45
more due diligence I go online now I can we can track responses to digital
14:52
marketing through Google analytics on our website but we cannot track if
14:57
someone is standing in their living room with a mail piece and searching and browsing online but with our lead match
15:03
technology we can identify that website visitor we can match that back to the mail file and we can show that
15:10
attribution to the mail so there is technology out there that can help solve
15:17
some of these challenges uh with the director marketing channel um we can also layer on our platform to
15:24
lift the response to mail about 23 to 46 percent very inexpensively for a few
15:30
pennies per mail piece and then at the same time a lot of the tech in our
15:36
platforms such as uh QR codes the retargeting um and even informed delivery we’ll
15:42
gather anywhere from around a three to a five percent discount on postage so get
15:47
targeted improve results and save money on postage definitely a win-win so what
15:54
does direct mail 2.0 well we have a marketing uh automation platform that is
15:59
designed to seamlessly track the effectiveness of the mail while enhancing and lifting the results
16:06
through the integration of digital platforms we do use an omni Channel
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marketing approach coach and as you can see here the exact same message that’s being communicated on the mail is being
16:19
delivered through multiple platforms we take a single mail piece and we turn
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that into an 8 to 16 touch omnichannel marketing campaign for just a few
16:30
pennies per piece now some of our bundled Tech stock does deliver up to 32 Impressions but with
16:38
this 8 to 16 touch omnichannel campaign we’ve been able to drive about a 23 to
16:43
46 percent lift over just a traditional Standalone Direct Mail campaign we also
16:50
have a real-time uh trackable dashboard so tracking is very important clients
16:57
can log into these dashboards they can see how their marketing dollars are working for them they can drill into the
17:03
results of all the campaigns and really use that data to continuously improve
17:09
all of their subsequent enhanced Direct Mail campaigns
17:14
um we do have an opportunity here to streamline effective marketing strategies through a single vendor so a
17:22
lot of very large organizations or large National retailers use Silo marketing
17:28
okay I’ve got one team for email one team for social one team for Google one team for Direct Mail we’re all having to
17:35
work together to try to improve these budgets and creatives and uh you know all work together to to to seamlessly
17:42
tie together all of these channels to deploy them all on top of a direct mail campaign and unfortunately it can be
17:50
like moving a mountain within an organization like that or of that magnitude sometimes and so it’s very
17:57
attractive to have a turnkey marketing automation platform where we get a list
18:02
we get a few pieces of creative it’s uploaded into the dashboard and boom an 8 to 16 touch omnichannel campaign is
18:09
delivering multiple Impressions across multiple channels and delivering this lift on your mail it’s also very
18:16
attractive for small mailers that don’t have access to those kind of resources
18:21
so very attractive and and very uh useful at driving that response uh on top of
18:28
the mail uh no lead Left Behind no money on the table what what do I mean by that
18:33
well when people respond to marketing they go online we’ve talked about that
18:38
which is great our marketing is working people are converting the thing about it is that 96 of people once they get there
18:48
they leave they leave the website they probably go to competitors I mean I know that’s what
18:53
I do I like to be a pro buyer and run my due diligence um and so what we need to do is we need
18:59
to get them back right and so if inexpensively we can repeat that message that’s going out in the mail or we can
19:06
put the direct mail recipients in a marketing funnel and continue to hit them giving all of these additional
19:13
opportunities for them to convert this is where we drive that lift in response
19:19
to the mail so just to give you some Mass what an enhanced omni-channel Direct Mail
19:26
campaign looks like this is it we’ve got our tangible uh offline direct mail
19:32
piece we have all of our digital ads we’ve even got a billboard in here we’ve got the gecko the Geico the 15 minutes
19:39
could save you 15 or more translated across all channels right so this is
19:46
impinging I’ve got the brand recall from this direct mail piece and we all would recognize this messaging and you’d say
19:53
yes I’m not a Geico I don’t have the marketing budget of Geico um but you don’t have the demographic of
20:00
Geico either right so with the right marketing strategy you can create a
20:05
omnichannel campaign like this that drives massive results so why is this important well it’s
20:13
important because in today’s marketing ecosystem the average consumer is seeing
20:18
anywhere from around four to ten thousand marketing messages a day I’m talking about digital ads email Direct
20:25
Mail Billboards vehicle wraps logos on t-shirts we are immersed with ads so
20:30
when we can deploy a seamless omni-channel campaign that is repeating that exact same message over and over it
20:39
is standing out it is standing out in the sea of messages and really helping
20:45
to drive that response the other reason is because we are utilizing best
20:51
practices in marketing which the most important practice in marketing is
20:56
repetition and we know about 80 percent of sales conversions uh donations
21:04
votes occur between the 8th and the 12th touch and so this this is why our
21:11
platform layers on 8 to 16 Impressions we want to get the director recipients
21:17
up into those contact margins where that conversion is taking place and it’s very
21:22
effective okay so we have uh 13 different technologies that we
21:29
strategically time and deliver through different bundled Tech stack marketing products we take these Technologies and
21:36
we bundle them in different products that can be layered on top of direct mail but the product that we’re going to
21:43
talk about today is our newest product and we are calling that Target match
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this is a true one-to-one marketing approach we are going to take a mailing
21:55
list we are going to find the Facebook and Instagram accounts of the people on the mailing list we will be serving up
22:02
ads to those people for a full 30 days this campaign runs for 30 days
22:08
so before they get the mail they’re warmed up to the mail then they receive the mail if they set the mail on the
22:14
counter we continue to serve them ads reminding them to take action on that mail piece they set aside for later
22:21
we’re going to track the mail so show when mail is projected to be delivered and show deliverability of all the way
22:28
down very granularly to the direct mail recipient each individual so really
22:34
giving peace of mind that what they’re paying for is being delivered we are also going to use QR codes to help
22:42
improve and lift the response to the meal but also to provide tracking we
22:47
layer on informed delivery where that email is being delivered before the mail is even going into the
22:54
mailbox showing yet another impression and giving them an opportunity to click on that full color clickable ad
23:01
we will use call and text tracking for another tracking feature
23:07
um our lead match technology and then most importantly
23:12
addressable geofencing okay and we’re going to dive into this in a moment and
23:17
I just want to say we I know you see another bundle product cure Target match
23:23
plus so the interest for this product has been astronomical when we first
23:28
started rolling it out the interest was so high we started running these campaigns there was as broad was saying
23:34
in the beginning the results that we’re seeing are absolutely incredible
23:39
um and from there uh prospects and our partners started asking for more and they said listen this is fantastic but
23:46
we actually would like to run your direct mail 2.0 platform and then add
23:51
addressable Geo onto that and so we said absolutely and we immediately rolled out
23:57
our Target match plus okay um I’m just going to focus on addressable Geo today so um anyone that
24:06
has any questions on our other technology uh features you know please just reach out to us and we’ll be happy
24:13
to go through a full demo of those but addressable Geo so this is really cool
24:18
guys this is where we are drawing a virtual boundary around a residential or
24:24
business address so that we can display ads to every single device within that
24:29
virtual boundary a true one to one so how does this work the first thing that
24:37
I want to just say is that this is not IP based targeting okay not IP based
24:42
targeting um you know IP based targeting is a good strategy it’s not the best in my opinion
24:48
IP addresses are constantly changing evolving it’s usually about I don’t know
24:54
somewhere between 40 to 60 percent accurate not a bad strategy but that’s not what we’re doing here okay we are
25:01
using actual verified GPS data to Target individual households at the address
25:08
level so we upload a mailing list into our platform the addresses are then automatically
25:15
converted into geofences that conform to the plat lines of each address we’re
25:21
Gathering that information from property tax and publicly and Survey information we then uh geofence each matched address
25:29
to collect and Target users specific only to that distinct address location
25:35
we get about a 90 match rate on these devices to these address addresses so
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um I’ve seen as high as 98 even but on average it’s a 90 percent match rate so
25:49
very high and the devices that we’re targeting Within These plot lines are smartphones tablets desktops and
25:57
connected TVs now I just want to make note this is not ottc TV that is a great
26:03
product it’s something that we have access to but that’s not what we’re talking about here uh connected TVs
26:09
would be if somebody was browsing the internet on a smart TV or connected TV we would have an opportunity to display
26:17
an ad there so connect to TV Ott uh otv’s totally
26:22
different product but today we’re talking about addressable Geo so how are
26:28
the devices matched right so this is actually
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um their mask the daily collection of time stamped mobile GPS data okay where
26:40
do we get this data well from SDK Partners okay that’s software
26:45
development kits uh kids that’s talking about information that is gathered through the utilization of different
26:51
mobile apps also Beacon and verified Wi-Fi Partners so all the data that’s
26:58
hanging off of different Wi-Fi devices and the filtered bidstream so there is a
27:05
massive bidstream out there where ADS are being displayed to users or people are bidding on the opportunity to
27:12
display as to users based on their location and there is a massive amount
27:18
of data that is being aggregated based on GPS data from mobile devices in fact
27:23
over 240 billion different data points are being gathered on a daily basis they
27:31
are being put through sophisticated filtering technology and truncated to to
27:36
result in around 500 million a unique lat launch coordinates per day and this
27:42
is updated on a daily basis so that we can ensure that we are targeting the right people and the right devices so
27:49
you say well Morgan I hear you saying mobile GPS data but you said you can Target other devices within that
27:56
household well we can because we have cross-device matching technology that
28:02
gathers a lot of data about the IP addresses keywords and key phrases being
28:07
utilized on these devices page visits logins to sites and apps from multiple
28:14
devices the latitude and longitude details for individual households to
28:19
identify and display ads to other devices within the household now this
28:25
may still be a little bit fuzzy to I mean these are some very devilish details in all reality we could have an
28:31
entire presentation on how this data is accumulated and utilized so if you still
28:37
have questions on that um you know please reach out to me and we can dive into all of that
28:45
um another really neat aspect about this technology is our ability to actually create a list so historically the way
28:54
that our marketing platforms work are we are provided with a mailing list and we
29:00
take that mailing list and we layer on the digital Technologies onto that mailing list but there might be an
29:06
instance where you don’t have a mailing list or maybe it wouldn’t make a lot of
29:11
sense to use a mailing list and so one example of that would be for a B2B
29:18
mailing so I know that I said that we can draw a virtual boundary around a
29:25
residential address or a business right but let’s think about
29:32
um a use case for a business where maybe let’s just
29:37
say for the sake of argument you have a mailing list of 2 000 businesses um but all 2000 of these businesses have
29:43
anywhere from 400 to a thousand different employees in that organization
29:49
now it would not make a lot of sense for us to be diluting the spend and
29:57
displaying our ads our marketing message across 400 to a thousand different employees in an organization that really
30:04
aren’t the decision maker right it just wouldn’t make a lot of sense now I am going to show you a case study at
30:10
the end where there is uh an example of where it does make sense to display ads
30:17
to all of the devices within a business and I’ll show you that here in just a
30:22
few minutes but so what we can do instead is we can curate a list okay we have access to a list that we can curate
30:30
to Market toot has almost 3 500 different targeting options um including residential commercial
30:36
demographic Financial interests uh political and it goes on and on so what
30:42
I would suggest in the B2B space is that we curate a list and we display ads to the decision makers within their
30:49
households and the devices within their households because that is whose attention you want to get right so we
30:56
can do that also there’s a very good use case for this with an eddm we don’t have
31:03
a list we are dropping mail in certain zones right so what we can can do is
31:09
curate a list in certain Geographic locations and we can pick parameters that make sense for the marketer so that
31:16
we can geofence uh households or residential addresses in the same geographical location that
31:23
the eddm is being dropped the third use case is for digital only
31:29
campaigns now digital only so when we were experiencing all the
31:35
challenges with paper um you know some of our partners were having a challenging time fulfilling uh
31:42
some of the print jobs because they didn’t have access to paper during covid people started really pulling back on
31:49
their marketing budgets and they weren’t mailing as often and so we offered an
31:54
opportunity where we could take a mailing list or a records list and we
32:00
could upload it into our platform and deploy all the digital components uh are
32:06
on all of our Technologies without a mailing okay now this is not as effective okay our entire platform is
32:12
built around the direct mail and enhancing the direct mail marketing channel and it is not as powerful and
32:19
not as effective without the mail but there may be situations or scenarios
32:24
where we might want to curate a list and just run one of these campaigns without
32:29
the mail and like I said not as effective but there might be a certain customer with a budgetary restriction or
32:37
something where it might make sense and so it is something that we can do okay
32:43
so Advanced analytics okay being able to track the number of offline and online
32:51
uh sales and leads at the zip plus four level okay so there is sophisticated
32:58
pixel technology that can be placed on a website when somebody is displayed an ad
33:04
in a household and they click on an ad and they go to a website we can show
33:09
those leads that were driven in a zip plus four we can also show conversions
33:15
so if someone fills out a survey they fill out a form or they make a purchase
33:20
we can show those conversions to the people that were geofence and shown in
33:25
app now a very other interesting uh metric here that we can use to show
33:31
conversion reporting is that we can geofence what I would like to call
33:37
inversion zones okay and so let’s say that we’re doing a mailer for Bed Bath
33:43
and Beyond and the direct mail recipient gets a mailer and they walk into the Bed Bath and
33:49
Beyond location we can geofence a residential address that just received a
33:55
mailer and show foot traffic to stores and then we can also geofence a
34:01
residential address that is receiving a mailer and being shown an ad to show
34:07
that they’re driving a conversion into the store and I have a few case studies
34:12
that we’re going to show where there actually were some hold out groups used so that we actually saw that lift when
34:21
we pair the direct mail with these digital ads okay so how is this
34:28
conversion pixel different from lead match well the lead match pixel is a
34:33
little bit different as to where somebody that goes to a website does not have to take an action at all someone
34:40
can go to a website they don’t have to click on an ad they don’t have to convert they don’t have to fill out a form they don’t have to make a purchase
34:47
just by simply being there our lead match technology can de-anonymize them
34:52
and provide 95 accurate contact information for them then we can match
34:57
it back to the list we can show attribution to the mail and we can even show attribution to digital marketing
35:04
campaigns because if they got to the website by clicking on the digital ad we
35:10
can identify them provide the contact information and show how they got there and actually
35:17
reference the digital campaign so two different pixels
35:22
um here you know if you want more dot on that we can drill into that a little bit more granularly just reach out to me
35:28
okay so reporting you know most of the reporting in our dashboard is uh I would
35:35
say on a high level aspect okay but uh for this technology we get a lot more
35:41
granular in the data and so just to give you some examples this is actually just
35:47
demo data so um it’s not from a live campaign or anything like that but we do show
35:54
the number of Impressions we show the click-through rate the reach number of clicks frequency of Impressions per
36:02
audience reached and then weighted actions here where it shows zero
36:07
um is actually where we’re tracking those conversions okay
36:12
um from there we get a lot more granular in the reporting so as you can see here we are showing a postal code clicks
36:20
click-through rates um through each individual’s zip code so
36:25
very neat how you can actually track here and really see where you’re getting the most engagement
36:32
um and from there we even show Impressions clicks and click-through rate per ad size so you can see wow
36:38
which ad size is driving the most Effectiveness and from there
36:43
even device type now
36:49
the importance of using this data is to really gather more insight into the
36:56
audience that is engaging with the campaign the most so from there we want to drill down and look at the percentage
37:02
of the audience that is female or male their marital status
37:07
their age income levels education and so now when
37:13
we see the audience and and the characteristics of the audience that is gauging the most we can use that data to
37:19
tailor our ongoing campaigns to be marketing to audiences that look just like the people that are most likely to
37:26
engage in our marketing so we can continuously improve our response
37:31
so a little bit about privacy concerns um in today’s marketing ecosystem I
37:38
think that we experience more privacy concerns than we ever have before and
37:43
Direct Mail really helps Brands address most privacy issues it’s a great channel
37:49
for avoiding those privacy concerns and this addressable geofencing can do that
37:55
also a lot of times a customer might have a concern about the utilization of
38:01
cookies well as long as you don’t want to utilize that sophisticated tracking pixel then we don’t have to use a cookie
38:09
with this technology at all we are able to draw those virtual boundaries and Target the individuals and devices
38:15
within those households and we’re only able to Target them because they have
38:21
previously opted in and allowed us to do so or allowed us to gather this data
38:27
about them when they’re downloading apps on their phone they’re uh knowledging these terms and conditions and they’re
38:34
actually opting in now what about marketing to a younger
38:40
demographic or someone that is under 18. that’s weird Morgan why would we want to
38:46
do that well you know up until a few years ago we were actually able to
38:52
Market to 14 and up on Facebook and Google and so there are some instances
38:57
where you would want to do that if you’re prospecting say high school
39:02
students maybe for college and things like that there are some use cases where it would be beneficial to
39:09
have the ability to Market to these audiences where we’re unable to do so any longer on Facebook and uh Google but
39:18
if there is concern we can restrict those audiences um you know to 18 and above the other
39:24
opportunity that we have here with this technology is the ability to Market to sensitive categories so there’s actually
39:31
a whole list of sensitive categories that are not completely restricted on Facebook and Google but there are some
39:38
limiting factors and uh you know challenges to how we’re able to actually Market in some of those Industries and
39:46
then um on the other end of the coin here or there are some industries that we can’t Market at all on Facebook or
39:52
Google and that’s cannabis CBD and tobacco are just three to name some okay
39:57
and so the thing about the Cannabis and CBD is that this is actually a market that has been up and coming
40:04
um and they’ve got a lot of opportunity here to engage in marketing spend and
40:09
they’ve been heavily restricted in some of these other larger platforms so anybody that has cannabis or CBD
40:17
customers that’s hot challenges with marketing we can use this technology and we can help them successfully enhance
40:24
their direct mail campaigns all right so let’s get into some case
40:32
study data okay I’ve talked about how great this is but now you’re going to see that the proof here is in the
40:38
pudding okay so this was a Furniture chain a Rent to Own Furniture chain they wanted to promote its Black Friday
40:44
specials the goal was to drive traffic to 111 stores across eight states they
40:51
gave us a list of 107 000 loyalty members we deployed an
40:56
omnichannel campaign using addressable Geo so we display digital ads that look just
41:01
like the mail campaign we got an 89 match rate to their list we drew conversion zones around all 111 stores
41:10
and we did an AV test with a holdout group so we had a group that received
41:17
the mail but not the addressable Geo ads and we drew a Target fence around each
41:22
house that got the physical mailer okay but didn’t get the odds and then we also had the fences drew around the
41:29
residential addresses that got the mailer and the digital apps so the users that receive the mailer and
41:37
the addressable Geo ads were 31 more likely to visit one of the stores so it
41:44
really drove an enhancement and lift in response to the direct mail and so we
41:51
were able to generate on the direct mail campaign that was enhanced with the digital ads
41:57
2071 visits to the furniture chains 111 stores and a total of 7 700 online and
42:04
in-store purchases with a really low cpv of around two dollars and 47 cents now
42:11
that was just for the digital portion of the campaign though not the direct mail okay
42:18
um next was a National Ice Cream chain they wanted to position their pints as a holiday gift and drive foot traffic to
42:24
22 different stores uh and they wanted a cpv uh to the store location of ten
42:30
dollars or less so they supplied a address list a 17 500 total addresses
42:38
we use 3 500 addresses per Market again these were loyalty customers we matched
42:45
the addresses uh to each household around a 97 match rate and we layered on
42:52
omnichannel ads with addressable Geo we drew the conversion zones around all 22
42:58
of the stores and then we were able to actually track and see
43:03
um what we were able to Garner for them okay and we got uh 2044 total visits to
43:09
the 22 stores with a cost per visit of a dollar seventy one which was six times
43:15
lower than their ten dollar goal um and we actually had a uh we had a
43:23
holdout group on this one also and on this campaign we were really trying to
43:28
see you know how much is this enhancement that we’re driving when
43:33
we’re layering on these ads through the addressable geofence technology and so in this campaign uh the recipients that
43:42
received the mailer and the addressable Geo odds were almost 70 percent more
43:47
likely to visit one of the ice cream chain stores all right last last study I want to get
43:54
into um and then we’ll open it up for questions this one’s a little bit fancy okay we did a few things here
44:01
um and I also like it because I know a lot of the challenges that um our industry has experienced with the
44:07
labor market and I thought well this would be very relevant here right
44:13
so um uh this was a manufacturing company and they wanted to drive
44:19
job applicants okay so um they’re in packaging and plastic production they
44:25
wanted online and offline uh qualified job applicants we did a three-month
44:30
campaign we used mail and addressable geofencing um we did a few other things and I’ll
44:36
get into that in a minute um but really important fact here you know the average cost of acquiring a
44:43
new employee is almost 4 700 so what they were able to achieve with
44:49
this campaign rather inexpensively is quite remarkable you know and in the marketplace for candidates is is you
44:56
know very competitive I don’t know I think there’s a lot more people on the market currently or recently in the last
45:02
few months um but it’s still a competitive uh Marketplace for candidates right now so
45:07
they wanted to maximize their their uh applications whether in person or online and uh they wanted a click-through rate
45:14
of 0.1 percent okay so we took a mailing list uh and we used a mailing list and
45:22
we also curated a list for them using the list curation tool and so
45:28
we chose 159 different postal codes so we’re always going to start with a geographical location and then they
45:35
chose occupations that they thought aligned with people that would make good candidates for the positions that they
45:42
had open in their organization okay so white collar occupations accounting Blue
45:47
Collar so on and so forth okay um now from there we got a little bit
45:52
Savage also now this would be an instance where you would want to use a
45:58
B2B list to display ads to every single person within the organization so we
46:04
took a list 175 companies of competitors or people that would have candidates
46:11
that they would be able to draw into their organization and they display that
46:16
to the devices within those organizations for a total of 30 days
46:21
so we had a list they provided we curated the list and we had a B2B list
46:26
and we drew Target zones around competitors locations we also used another technology uh called site
46:33
retargeting and so we do have technology where we can use pixels that are placed on a website when someone goes there
46:40
they pick up this cookie and they are continuing to show the ads after they get there reminding them to take an
46:47
action okay so we were able to track attribution by
46:52
showing online visits to the thank you page after someone would submit a job application using that sophisticated
46:59
pixel technology and then we were also able to show offline conversions because we were able
47:05
to draw those conversion zones around their three distribution centers and we were able to track
47:12
people that came in and filled out applications online so by the end of the three-month
47:18
campaign they achieved a click-through rate of 0.15 which was above their goal of 0.1 percent and they were able to
47:23
generate 634 total conversions or applications whether a mix between
47:28
in-person and online and they had a low cost per option of 19.37 so just three
47:36
different use cases here where we were going in and testing out this technology and the facacy thereof
47:42
and really wanting to show that lift when we’re adding that omni-channel enhancement and you know in the first
47:48
two campaigns two you know this is just mail being enhanced with addressable Geo
47:54
which when we look at our bundled Tech stock we’re also layering on a few other Technologies we’ve got the social media
48:01
ads we’ve gotten form delivery and if you wanted to do the target match plus we’ve got a ton of other Technologies
48:07
there too like Google and other enhancement from there so
48:12
but um fantastic uh covered a lot today that’s really all I have
48:18
um if you have more questions or you’re interested in learning more about addressable Geo or any of our other
48:24
Technologies please either call us or email us here uh at this email address
48:31
um Brad how are we doing with the uh questions wow I gotta say I don’t even
48:37
know what you talked about because Fielding I’ve fielded over 30 questions and I
48:44
um so anyone who has any more questions please put them in the Q a uh there’s a couple here we’ll go through but one
48:50
thing for the guys that are registered anonymously I anyone that’s registered
48:56
anonymously your questions get logged as the same person so I just want to say if
49:01
some of the responses are non-sequitur some of the questions are they’re all coming from the same person so when you
49:07
give me a multi-part question it could be two people it could be three people so if you’re ready registered Anonymous
49:13
it’s very difficult for me to answer those so go ahead please put yours in but I’ll start with the first there’s a
49:19
couple here that I I save because they’re very good questions a lot of them deal with privacy and
49:26
privacy restricted type areas so someone asked about gaming casinos someone asked
49:33
about self-destructive habits and and drug abuse and certain uh vitamins things that are sensitive yeah so can
49:41
you speak on either specifics or in general about those privacy restricted
49:46
things and addressable Geo yeah yeah actually that is one of the benefits of
49:51
this technology and you know I was speaking a little bit about that some of those uh verticals that were mentioned
49:57
we actually can Market uh in those verticals even on platforms like Google
50:02
and Facebook but they are deemed privacy restricted meaning that there are limitations uh you know for example we
50:10
can do geo targeting for casinos um as long as they have brick and mortar and then they have to fill out a form
50:16
for us to get them go through a verification process and we can market for them but there are limitations and
50:23
so this addressable geoproduct bypasses most of those limitations that we see in
50:29
a lot of those vertical markets especially um with regards I think you were mentioning like drug abuse
50:35
rehabilitation centers tobacco alcohol plastic surgery yes
50:42
these are all vertical markets that we don’t have the same restrictions as we
50:48
we have in these other platforms like Google and Facebook
50:53
excellent okay great um just as a recursor I’ve said a couple
50:58
times yes we will be sending a copy of this recording you will get a copy of the deck it’s usually about 48 hours
51:05
before we get that out to everyone so if you’ve registered whether you attended the whole thing or not you will get a
51:10
copy of that um another question that we’re getting from some people is and these are
51:18
probably more related to our reseller our partner crowd is asking for a white labeled either video about addressable
51:25
Geo a sale sheet or a deck uh I think these are things we can work on it’s not
51:31
something we have at the exact moment but uh you can hold the phone hold the phone
51:38
the cook has been in the kitchen Brad yes we do have
51:44
um you know uh one sheet for the addressable Geo and all of our new 13
51:49
technology platforms and we actually do have a white label co-cell Jack that
51:55
incorporates the addressable Geo that we can send to you so you can use but um Brad as you know we are working on
52:01
updating our video so we don’t have the updated white label video yet but we’re working on that now
52:06
okay good and that will contain this correct yes uh there’s no one here
52:15
the pet business is one question or unrelated to the others addressable geogeofencing with text messages
52:21
and direct mail for acquiring new clients and zip codes uh we do not have
52:27
outgoing text messages we have incoming text messages otherwise yes it can
52:33
absolutely be used for uh clients of contiguous zip codes we only
52:39
respond to people via texts who have used the call tracking number on the
52:44
mail piece I hope that answers that question uh yeah and you know something
52:49
I like to actually bring up on that too you know whilst we do use uh inbound SMS
52:56
if you had a call to action for you know say you know love your pad to this text love your
53:03
patch on this number to receive something in return you could use that as an opportunity for them to opt into
53:10
your SMS marketing or your email marketing and actually put them into one of those funnels but email with direct
53:17
mail is a phenomenal enhancement as well email alone not so great email with Direct Mail fantastic and so you could
53:24
pull out and compartmentalize our addressable geotalk and then use your own email and direct mail and SMS
53:30
campaigns absolutely excellent all right this is an obvious question can this be used in the UK uh
53:39
it can’t I don’t know actually Morgan you have any information on that no you don’t I’m actually not sure because we
53:45
are uh primarily just you as based but I know we can do it in the US and Canada but we had a couple opportunities
53:52
reaching out to us globally recently and it’s something we’re looking into so shoot me an email
53:59
um and I will get back to you on that my VP operation said yeah why not
54:05
all right fair enough uh another question is pricing structure
54:12
now we’ve had a couple of these questions from partners and non-partners now obviously people that are not
54:18
Partners would have to become a partner first to sell this and that pricing structure varies based on the partner
54:24
level you subscribe to Morgan do you want to get any more specifics on this or they should talk to somebody here
54:30
yeah I mean it’s quite a lot of minutia to kind of dive into but very low
54:35
barrier to entry um you know to get a subscription so that we can get you going but yeah just
54:41
Reach Out we’ve even got some information on our website about it too good uh it was another question about
54:48
discounted rates for non-profits uh I don’t think we really do that we
54:53
discount based on value and based on Partner level um I don’t have anything other to add to
54:58
that do you no we we haven’t been able to offer any discounts for a non-profit
55:05
great uh timeline this one’s for me any timeline and when this will be
55:10
implemented into the dashboard yeah it is we’re finishing up two projects right now this then becomes the number one
55:17
priority uh it’s a completely different vendor relationship vendor service we
55:23
are designing a completely new dashboard with all these new kpis I have to be honest with you it’s two to three months
55:30
before we beta test if you’re interested in being part of the beta let your rep know but I’m hoping by the end of first
55:37
quarter that’s probably the most realistic time frame and again nothing’s promised on that yeah and just to just
55:43
to elaborate on that a little bit when a Target match campaign is ran all of the
55:49
technology aside from the addressable Geo the reporting is in the dashboard but we provide a manual report for the
55:56
addressable geoportion at this time until it’s finished being built as Brad alluded to good uh another one which I
56:05
can probably pretty much answer is there’s questions coming in about the uh location being turned on on mobile
56:12
devices in order for this to work sure yeah yeah I mean it’s definitely uh
56:17
something to think about but you know the thing about mobile device even like myself for example I think about my own
56:24
real life experience and when I’m traveling and things like that I will turn my location services off because it
56:30
drains my battery but anytime I go to use anything I have to turn it back on
56:35
because my apps require me to use it if I need to use Google Maps or anything
56:41
like that so it’s a very limited amount of time that somebody has location services off and we’re able to aggregate
56:48
enough data with the amount of time that they actually have them turned on all right thank you and here’s another
56:55
one so the difference is that digital ads are only targeted at male recipients
57:00
for Target match that is the question yes try to figure out how to position this
57:05
to my clients at my marketing agency who mute may use this any ideas yes
57:11
email me I mean it’s wasteless advertising is
57:16
pretty much the key thing you are only targeting the digital ads to people receiving the mail you’re not blanketing
57:22
a wider or ER you’re not targeting beyond the people receiving the mail right yeah I mean it’s just really what
57:29
people are asking for right they want to use mail they want to get more targeted they want to eliminate waste they they
57:36
want to maybe only target people within that household and this is a great way to do that this is the solution for
57:43
those clients in fact um you know before having a product like that when we rolled this out actually a
57:49
lot of our partners had very large customers they said wow this is what they’ve been waiting for so
57:56
excellent well I’ve worked my way through we’re timing is perfect thank you Mike for the Kudos I have never had
58:04
more questions this is hot hot hot item and we’re super excited to deliver this
58:10
tweak it and make it the most successful thing we’ve ever delivered anything else
58:16
I think that’s it thank you everybody for joining us we really appreciate it thank you very much bye-bye
