In-Market Consumer Digital to Direct Mail
By: Liza Stevens
Reaching “in-market consumers” is every marketer’s dream. Digital Retargeting, Social Listening, Geo Targeting, Social & App linkage have all been developed to do just that, to reach consumers when they are ready to buy or doing their research to buy. Savvy digital marketers have embraced this opportunity and built automated trigger programs to reach this hyper qualified audience with highly personalized and relevant messaging.
While digital engagement is a natural path, let’s not forget that we can also append a consumer’s physical address with clean, unduplicated, mailable records and follow-up with a customized relevant direct mail offer increasing conversion rates and ROI significantly.
A physical mail piece adds instant credibility because of the tangible invested impression mail offers. Proven performance statistics tell the story:
- Direct mail recipients purchase 28% more items and spend 28% more money than people who don’t get that same piece of direct mail.
- 73% of American consumers say they prefer being contacted by brands via direct mail because they can read it whenever they want.
- 60% of catalog recipients visit the website of the company that mailed them the catalog.
Well now the gap between digital and tactical has officially been closed. Linking digital marketing to direct mail to reach “in market consumers” has never been easier.
Contact me to learn more!
Liza Stevens, Strategic Account Leader