Web Powered Direct Mail. Retargeting in the Real World!

Size: px

Start display at page:

Download "Web Powered Direct Mail. Retargeting in the Real World!"

Brent Fletcher
6 years ago
Views:

1 Web Powered Direct Mail Retargeting in the Real World!!!!

2 Today s Marketing Landscape Marketers have: Tight budgets, limited staff and high levels of accountability More channels to manage online and offline Data is everywhere. Actionable Data is less accessible Digital Advertising is inexpensive but problematic: crowded inboxes, banner ads & pop ups seen as annoying or creepy Confusion Reigns - Competing priorities and resources, fragmented efforts

3 Online Behavior Browsing behavior indicates strong interest to buy pages viewed, duration, path to site and device type are all important Only 10-15% of website visitors make themselves known. Capturing this data is possible, but how do you leverage it effectively?

4 People Based Marketing!! 90% of marketers say building an Omni-channel view of the consumer is critical!! Less than 1 in 5 can build this view of consumer across digital and offline channels!! More than 4 in 5 marketers are limited by their ability to engage in People Based Marketing

5 Online Retargeting!! Digital Display/Awareness ads viewed as annoying, intrusive and ineffective!! 50% of Millenials Ignore digital advertising!! The use of ad blocking browser extensions grew 30% in 2016!! You get what you pay for

!! 87% of Millennials like receiving Direct Mail!

! 50% read rates for mailed advertising vs.

6 Direct Mail Resurgence!! Mailbox is less crowded than digital advertising!! Mail is More Tangible. More Trusted. More Personal.!! 87% of Millennials like receiving Direct Mail!! 70% higher recall rate vs. digital!! Mail is more likely to be read!! 73% of households read or scan advertising mail!! 50% read rates for mailed advertising vs. < 3% click-through rate for Internet ads!! Steady volume since 80 billion pieces/year!! "#$%&'(!)*+,!-#$.'/#01!234%5!"6$157!8"9"7!:4;'.!<<!=!<>!

@ABC!DE?F! GHF?HA!2?"9FEI! ADE?F! "GB?EF!DA2?E! 9E?

7 Response Rates by Channel )*+,-.+*$/*01*.234*$!"#$ ("&$ %"&$ %"&$ %"'$ %"#$ %"'$ %"'$ %"!$ %"!$ GHF?HA!2?"9FEI! ADE?F! "GB?EF!DA2?E! 5-6+*$78+2$ /0-+,*12$78+2$

8 Direct Mail!! Challenges:!! Availability of Good/Actionable Data!! Deployment Complexity!! Opportunity!! 5.7 Times Higher Response Rate than Digital Advertising

9 What if you could?1'jkl5!gj03j'! E$13'J&'.! AM&3'J605! B#NN$J3&46'! O36/!6/'N!!"#$%&#'() E$6#N46'!6/'! 9%#&'..!!! This approach resolves the challenges outlined on the previous slide!! Average Response Rates of 4.81% - lifts prospect lists to near house list performance!! Convergence of Online and Offline Channels makes this a reality!! Remarketing in the Real World is now a Reality

10 Our Solution Our Platform transforms real-time online activity into personalized direct mail!! Programmatic/Automated!! Targeted Recipients!! High Quality Data!! Relevant Messaging/Offers!! High Quality Output!! Measurable

11 Here s How: Capture Browsing Activity Audience Selection Match & Mail Tag website and capture anonymous browsing activity Statistical modeling, analytics & scoring to select the best visitors Match to name/address and produce personalized direct mail

$! \*[X\][! EJ#J5N#$.$ ! 9323$/0-1*++8.4(!

12 The Details: B#J.$N'%.!T%#O.'! Q'R.36'! I#$!?J.6400!C4;! Q'!&#00'&6! B##Y3'!?2.!=! T%#O.3J;!2464! Q'!N#1'0! 'J;4;'N'J6!0'S'0! 4J1!?J6'J6!6#!R$5! Q'!.&#%'!R%#O.3J;! 1464!4J1!.';N'J6! :%#.:'&6.! \*[X\][! EJ#J5N#$.! 9323$/0-1*++8.4(! "$::%'..3#J7!E::'J1.!4J1! 9#.640!:%#&'..3J;!! B##Y3'!?2!6#!9#.640! 9/5.3&40!E11%'..! EJ#J5N#$.!T%#O.3J;! E$13'J&'U.V!&%'46'1! 9'%.#J403W'1!#J'X6#X #J'!9%3JKJ;!

13 Website Tagging Details The tag is a single line of code placed on every page of the site - most clients place it in the footer, but it can go anywhere on the page. The tag sets a tracking cookie, collects URLs and records certain actions ex: add to cart, entry of an address, etc... The tag can be managed through any tag management software. Do not put in an iframe.! Technical details can be provided separately. Example of JavaScript shown below added near the end, before the closing </body>" tag. The highlighted portion would be a unique ID for each page $ *+$,-./)+,$0122$34#567,43385$36239#/:82;<============5>+1):+(9$)4#?#,@*2+$,-./@!

14 Modeling Details Regression Models designed to predict likelihood to purchase 250 browsing data elements Typical Model Variables:!! Path to site!! Device type!! # Site visits / Recency!! # Categories browsed!! Page views!! Contact info provided Audiences are Segmented

15 Loyalty Match & Append We can match unidentified visitors to your customer file Existing Clients can be treated in one of three ways:!! Suppressed from prospect mailings!! Targeted with unique offers. Reactivation as an example.!! Browsing data can be appended to your CRM File

16 Reporting for ecommerce

17 Value Proposition!! Ongoing communication with engaged anonymous browsers!! Use of a more responsive, less invasive medium.!! A unique source for lead generation and ecommerce.!! Ability to reach customers who have opted out of communication.!! Insight into reactivation opportunities that would otherwise be unknown.!! A scalable program where audiences grow with the number of unique monthly site visits.!! Target high potential shoppers at accurate addresses.!! Your data is used only to further your business interests. No data is shared.

18 ROI Analysis

19 Program Participants

20 Use Cases

21 Case Study Online Home Furnishings!! Advertiser: Marquee retailer of home furnishings and decor!! Problem: Aggressive customer growth strategy plateaued as new sources of likely customers were unavailable!! Solution: Enhanced matching with specific information about products viewed Mailed every site visitor who scored high for intent to buy bedroom furniture!! Payoff: We only run programs that are delivering a positive ROI. And we are rolling out to your program. Sr. Marketing Manager

!! Solution: Visitor Selection & Address Match followed by Targeted Postcard Mailing!! Payoff: Results were like the good old days.

22 Case Study Bavarian Autosport!! Category: Parts and accessories for BMWs and MINIs!! Problem: Unable to identify any traditional list sources to drive new customers. Abandoned all traditional list sources.!! Solution: Visitor Selection & Address Match followed by Targeted Postcard Mailing!! Payoff: Results were like the good old days. Our website visitors come to us with a purpose in mind. It makes sense that the intent data would perform in niche situations where traditional prospect sources do not. - Jay MacNamee, Director of Marketing

Case Study DHC Cosmetics!! Category: Beauty products!

! Solution: Unidentified website visitors matched to client CRM file,

! Payoff: Web browsers outperformed company s own reactivation selects

23 Case Study DHC Cosmetics!! Category: Beauty products!! Problem: Unable to mail lapsed customers profitably!! Solution: Unidentified website visitors matched to client CRM file, followed by reactivation offer!! Payoff: Web browsers outperformed company s own reactivation selects by 51%. The Reactivation results were a real eyeopener. DHC will definitely increase our use of browsing data in Gary Gauntt, President

24 Common Questions Is this a digital solution or a direct mail solution? Who will drive implementation? Where will the budget come from? Can this roll into my existing print program? How do I get started? Can I start with a test?

25 Getting Started!! We provide one line of JavaScript code for each page of your website.!! Expect 3-5 days of QC work to monitor proper capture and classification of data.!! Review meeting during this timeframe to confirm direct mail creative and messaging!! Go Live: We generate prospect lists and produce/deploy your Direct Mail Get Started with Direct Mail Retargeting. The process is simple, our experts are ready. Call Kathleen Appleton at Sandy Alexander at or

is using data to discover and precisely target your most valuable customers

Marketing Forward is using data to discover and precisely target your most valuable customers Boston Proper and Experian Marketing Services combine superior data, analytics and technology to drive profitable