The Dynamic Duo: Combining Direct Mail and Digital for Increased ROI
Author: Alan Sherman, VP of Marketing Strategy
Direct mail and digital ads are the ultimate power team. While compelling on their own, together they make a larger impact on the consumer, but this is increasingly difficult to achieve in the wake of the phasing out of third-party cookies.
For years, direct marketers have run cross-channel marketing programs that use third-party cookies to track user behavior across websites – we all see those ads that seem to follow us around online. In response to European and CA privacy regulations, third-party cookies have largely already been phased out by most browsers (now only relevant 40% of the time), such as Apple’s Safari and Google’s Chrome, which will fully phase out cookies in 2023.
So, if cookies are going away and direct marketers want to reach consumers at the same time across channels to lift and improve response, what do they do?
Nahan’s solution is known as Direct Mail Companion™ (DM Companion™) – or if you’re a cataloger, it’s known as Catalog Companion™. The name may vary, but the solution remains the same. And what a solution it is! You can now leverage the power of your targeted offline prospect or customer files to create a seamless message before, during, and after your direct mail or catalog in-home date, leading to greater response and higher ROI.
DM Companion™ is a multi-channel marketing program that combines direct mail and mobile targeting. We leverage the direct mail file and target the same recipient via their mobile devices in their homes. The targeting process is based on geocoding technology that achieves a 100% match rate (except for multi-dwelling units) between the direct mail file and the digital universe.
Those that click the ads on their phones are further retargeted across digital channels and other known devices, all without the use of third-party cookies.
We respect consumer privacy by leveraging mobile device ID, which is not considered Personal Identifiable Information (PII). It does not leverage cookies or IP address targeting and is not subject to digital privacy restrictions.
Results Are Impressive
Click-through rate results are typically 2x higher than traditional digital display campaigns, with a 50–75% reduction in cost-per-click and the added frequency provides incremental response rate improvement of 20%+ over direct mail alone. Recipients can be digitally targeted before the mailing is delivered to build awareness, during the in-home delivery period, and during the remainder of the response cycle. This program uses a highly targeted, cost-effective approach that streamlines the path to response, and is proven across every industry we work with.
Multiple contacts to the same people across multiple channels translate to un-matched results. To find out more about DM and Catalog Companion™, get in touch with your Nahan representative or reach me at firstname.lastname@example.org.
Bio: Alan Sherman is our Vice President of Marketing Strategy. Alan enhances Nahan’s current value proposition with strategy solutions that support new/existing client relationships. For clients, he leverages market, customer, and competitive intelligence to build achievable strategies for omnichannel marketing success. His marketing plan strategies include targeted data, predictive analytics, testing and creative that drive ongoing client performance improvement. In his spare time, Alan enjoys spending time with his family, traveling, going to concerts, watching sports (he’s a fan of the NY Giants, Boston Red Sox and Celtics) and walking the dog, even though it was just out.