![]() ![]() Marketers who use printing as a component of their digital campaigns find their cost per acquisition is much lower than for channels such as Facebook and Google. These new measurement techniques reveal how effective direct mailing can be. PURLs allow marketers to measure response and conversion rates for a direct mail campaign and to create custom audiences for retargeting purposes. ![]() Marketers use personalized URLs, called PURLs, to measure response to a direct mail campaign, much like how you use Urchin Tracking Module (UTM) tags on your digital campaigns. In this hybrid funnel, marketers use targeted printed marketing materials alongside Facebook and Google ads as lead generators, which direct consumers to a campaign landing page. Many direct-mail list providers have equally detailed demographic data, allowing marketers to send highly targeted messages to potential customers. There, users either take an action or, if they did nothing, be subject to a retargeting campaign.įacebook and Google ads are effective because the two companies possess vast amounts of demographic data about their users. Where does printing fit into a digital sales funnel?Ī traditional digital sales funnel uses targeted advertising, usually from Facebook or Google, to drive traffic to a campaign landing page. Research suggests that despite being the first generation born after the widespread adoption of the internet, Gen Z responds well to print media and offline marketing. You can choose the exact location of your ad recipients, which is a great strategy for real estate and other industries that depend a lot on direct mail campaigns to reach their target audiences. Direct mail has more target segmenting opportunities than you might realize. With direct mail, you are providing the person with something tangible that is more likely to elicit a response. With email marketing, a simple click deletes your ad permanently. Postal mail is a physical object, so it’s not as easy to dispose of as emails are. When used correctly, printing can even take a large portion of the sales-funnel load off of platforms such as Facebook and Google, thereby reducing marketers’ reliance on these digital behemoths. In reality, direct mail can serve as a cost-effective and highly targeted lead-generation source that you can easily integrate with broader digital marketing campaigns. Many marketers ignore direct mail, viewing it as expensive and imprecise. While these channels are undeniably effective, the sheer market size of these popular platforms makes many marketers nervous. What many marketers don’t realize is that certain analog marketing methods, like printing and direct mail, function effectively when they’re combined with wider digital marketing campaigns.Įditor’s note: Need a direct mail service for your business? Fill out the below questionnaire to have our vendor partners contact you with free information. For years, marketers have relied heavily on Facebook and Google to do the heavy lifting in their digital sales funnels. ![]()
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