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Technologies that Connect Printers to Revenue and Customers to Results
Posted Aug 07, 2024 | Views 147
# Digital Marketing
# Direct Mail
# Education
# Omnichannel Marketing
# Packaging
# Sales and Marketing
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SUMMARY
Morgan DiGiorgio, SVP Sales & Marketing at DirectMail2.0, was one of the featured experts at BoxMaker University's Summer Camp event. She gave a presentation titled, "Elevate Print Marketing with Omnichannel Strategy: Technologies that Connect Printers to Revenue and Customers to Results."
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CONTENT & TRANSCRIPT
hello everyone and welcome to BoxMaker University we're so glad to have you join us today our class today is titled
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Elevate print marketing with Omni channel strategy technologies that connect printers to revenue and
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customers to results we're excited to share with you ways to revolutionize your print marketing and unlock powerful
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Revenue driving Technologies in this webinar presented by Direct Mail 2.0 Direct Mail 2.0 specializes in
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direct mail digital integration and the utilization of Technology that increase Direct Mail response rates and drive Roi
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on marketing spend our speaker today is Morgan DiGiorgio senior vice president
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sales and marketing for Direct Mail 2.0 Morgan's professional background spans a range of Industries and positions she
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has held roles in business development operations marketing and sales including co-founder of a medical-based technology
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company Morgan has presented as a speaker at numerous events and conferences holds a Bachelor of Science
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in Business Administration and management from University of Florida and is a subject matter expert for
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Marketing Solutions that drive results Morgan thank you so much for being here with us today it's my pleasure I'm
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really happy to be here for those of you who are joining us and might not be familiar with the box maker we were
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founded in 1981 as a custom packaging manufacturer and distributor with our
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manufacturing headquarters here in Seattle Washington and a second all digital production facility in LOL
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Arkansas we serve clients across North America through our three divisions enter Enterprise sales Trade Services
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and our online web to print platform fantasti Pac at the boxmaker we're passionate about being a resource for
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you when it comes to All Things packaging protecting and promoting your products if you have any questions after
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watching this OnDemand webinar please do not hesitate to reach out to our team of packaging advisers by visiting us online
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at boxmaker tocom and without further Ado Morgan I will hand it off to you
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thank you so much Katie I'm really excited today to talk about a strategy that is extremely effective for the
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direct mail marketing channel and what we're going to talk about today is Omni Channel marketing and how we can utilize
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technology to track and show the effecacy of direct mail so I'll start off just talking about Direct Mail as a
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marketing channel because it is an extremely powerful Channel with an advertising industry of around 58.5
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billion dollar now in the United States it's about a$ 10.9 billion dollar industry but it's projected to almost
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double by the end of this year 2024 closing out at around a 2038 billion industry now nearly 72% of
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businesses use direct mail to generate sales and over 91% of promo mail is r
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and opened now Direct Mail is such a powerful channel it's not like when I go out I I open my email in the morning and
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I have a hundred different spam emails I don't open those I just hit delete they don't capture my attention I never see
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the marketing message that's on any of those emails however when I go out to to my mailbox and I grab my mail whether or
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not I make the decision to discard that mail piece I still receive the the marketing impression that was on that
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mail piece even if I choose to discard it it's powerful it impinges Direct Mail takes about 21% less cognitive effort to
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process than digital marketing it activates the long-term memory centers in the brain so when that message is
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repeated and Pines and it's such a powerful channel to inject into your overall marketing strategy if you're not
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utilizing or harnessing the power of male you absolutely should be it's also an effective channel for all
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demographics whether we're talking about a younger demographic or all the way up to a very age demographic so extremely
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powerful marketing channel but with any channel there are some challenges so I just want to talk a little bit about the
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challenges of direct marketing as a whole from a couple of different perspectives one is from the marketer's
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perspective so marketers that are utilizing mail for marketing purposes we have experienced quite a lot of
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struggles or challenges uh within the industry as a result of supply chain issues paper shortages we've been
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experiencing postage in increases a couple of times a year so as a marketer
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that's utilizing mail we've been experiencing uh exponential increases in our advertising cost but we're getting
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the same results right we're utilizing that same channel and and honestly not just a direct mail marketing channel but
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spend in and advertising cost is going up for all channels across the board and we appear to be getting less or the same
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results for an increase in that spend and marketers want more than that they want better results they want higher
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response rates they want more leads they want to find ways to save money on marketing they also because they're more
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cost conscious want to find ways that they can actually track the response to the direct mail they want to know is
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this channel working am I investing in the right channel am I actually seeing a response from that so they need to find
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ways that they can track and show attribution to these channels additionally they want streamline
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solutions that are cost effective and easy to deploy right because internally
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they're also struggling with internal resources and the deployment of these marketing campaigns now from a print
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provider's perspective you know what we want to do is we want to tap into a larger portion of that $ 59 billion
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industry we want to get a larger portion of that Revenue we don't want to lose customers to other print providers
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because unfortunately we do find ourselves in a cost Bas environment where a customer is so hyperfocused on
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cost that they we might lose business to ABC printer down the street because they're willing to do it for less money
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and that is a really bad place to be so we need to take an approach or put ourselves in a position where we're
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adding value or we're differentiating ourselves from our competitors if we can add enough value a customer is not going
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to leave and go to a competitor because they're printing It For Less right if we can find ways or programs that we can
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lift the response rate on our customers Direct Mail campaign s equip them with technology where they can track show
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attribution know that the direct mail is actually working they will continue to invest in this Channel and they will
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continue to invest in you because you will be adding so much value it will make that relationship so sticky they
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won't be looking for you know a penny less somewhere else it will help you to overcome those price
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challenges so you have to stand out right if you're a printer or you're a maale service provider you have to find
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a unique selling proposition or way that you were standing out and the most appropriate way to do that is in the
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form of a value added component now if you're a marketer you absolutely have to stand out on average consumers are
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seeing anywhere from around 4 to 10,000 marketing messages a day and I'm talking about Direct Mail digital email
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Billboards logos on t-shirts vehicle wraps they're inundated
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with marketing messages and the advertising ecosystem has become more
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and more saturated as time goes along um there's so many additional channels
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that have been injected into the marketing ecosystem and so more than ever we have to find ways to get our
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marketing message to stand out and impinge with our prospects so one of the
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most effective ways to do that is with an omni Channel marketing campaign and not just any type of an omni Channel
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marketing campaign I'm talking about taking advantage of The Best of Both Worlds utilizing a more marketing
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strategy that is harnessing the power of offline on and online but in the most
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effective way possible so we take what we know about direct mail right we know that it has a a very high memory recall
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it impinges we take and start our our marketing campaigns with direct mail and
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then from there we utilize digital to reinforce or repeat that message and
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utilize multiple channels to engage our prospects now prospects are looking for
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an omni Channel marketing type of experience right they like to start the
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buying journey in certain channels they like to do their research in others and they like to convert in others not to
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mention the fact that don't forget that they're inundated with so many ads you have to get in front of them multiple
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times if you're going to not only capture their attention but keep it and maintain it until you actually drive a
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conversion so if you utilize an omni Channel marketing strategy that's harnessing the power of mail and then
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reinforce that messaging with digital and then utilize technology to track and show who's responding and then reinforce
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and close the conversion with mail you have one of the most powerful Omni Channel marketing approaches that is
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driving a high high conversion and R at row as on your marketing spend now here
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at Direct Mail 2.0 our sole purpose is to make Direct Mail the most effective
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form of marketing by integrating it with Cutting Edge technology and we specialize in in Omni Channel marketing
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campaigns but what I want to do today is is more just provide some education on
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how you can utilize different channels to put together an omni Channel marketing campaign that will drive a
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high conversion for your marketing spend and there's a lot of different ways to do that so if you're sitting there
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thinking gosh you know what really is Omni Channel I know I've explained it but let me give you a little bit of mass
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so as you can see here Geo is very good at Omni Channel marketing you can see we
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have the offline letter here direct mail piece uh we have billboard digital ads
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we've got the gecko the Geico and the 15 minutes could save you 15% or more and it's translated across all of these
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channels right if you see that Geico it in that Geo it impinges even if you
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didn't have Geico insurance and you heard 15 minutes could save you 15% or more you would know that is Geico
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because they do a very good job at Omni Channel marketing now you might say to me well yes I mean Geico is you know a
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billion- dollar company and they spend a ton of money on marketing which is absolutely correct but most companies do
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not have the demographic of Geico right but with the appropriate marketing strategy you could be the Geico of your
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demographic so very very powerful strategy here now from a print
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provider's perspective this is a way for you to add value for your customers instead of just putting ink on paper you
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can really differentiate yourself from your competitors by offering some type of an omni Channel marketing solution
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you have opportunities here where you can actually go out and acquire new mail
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business not on a cost-based perspective from a value added component when you're
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talking to a marketer and they're utilizing direct mail for marketing they already believe in the power of mail now
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what you would like to do is come in and offer more value help lift the response of their direct mail campaigns by
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providing them with an omni channnel marketing approach that's holistic that's comprised of mail that's
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integrated with digital that adds Technologies on that can help them track and show attribution um and I highly
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recommend that you find some way to report all of that data it maybe into a
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dashboard do you have a customer portal where they can log in and potentially see tracking on their mail integrate the
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results of these Omni Channel campaigns and some sort of reporting dashboard um we do have a a white label reporting
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dashboard here we report all the all the results if you are a mail provider um that you can extend that to your your
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direct mail clients or your direct mail clients can log in and see the results in real time but giving them access to
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data is so integral they can continuously use this data to keep improving their direct mail campaigns
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going on and on right I mean unfortunately as much as I hate to say it every marketing campaign that you
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deploy is a test in some form or shape okay um you know there's just so many
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different variables even the time that you're dropping it if you could be using the same list creative offer call to
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action there could be environmental factors all kinds of different things going on that would potentially affect
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the efficacy of that Direct Mail campaign so when you have the ability to appropriately track it and and gain
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insight into why a campaign is performing really well or maybe why it didn't perform as well as previous
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campaigns you can use that data to alter amend modify and continuously improve
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the outcomes um not to mention if you have an OM Channel solution and
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customers are so costc conscious currently at this time there are ways that you might be able to offer them a
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hybrid type of marketing solution for say the next six months to a year maybe
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they're used to doing a very large drop of mail in a weekly or a monthly basis now they're telling you that because of
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postage maybe they only want to mail once quarterly well if you have an omni Channel solution you have an opportunity
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there where in these downtimes where maybe they're not mailing as much you
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can offer to extend an omni channel uh marketing campaign on their list instead
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of the mail so now you have an opportunity to capture some Revenue where maybe you were losing or didn't
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have an opportunity to capture any so what it does is it just opens a lot more
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opportunities not only for you to add value capture Revenue but also for your
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customers right you're offering them solutions that coincide with their current budget restrictions but also are
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still driving and delivering results for that um now this is very important too I
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mean I I think that sometimes print or mail service providers aren't aware that
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customers are so aware of how effective Omni Channel marketing campaigns are and according to Napa research they've done
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a lot of study on on what what's next for mail or what customers are looking
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for what would drive them to invest more indirect mail and in particular on the
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very top 42% % of companies would be convinced to use more print if they had
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access to Unique print programs that actually tie print two digital channels
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so they're aware of the power of these Omni Channel campaigns but maybe they just don't have access to them
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internally it's difficult and challenging for them to deploy um you know if you think about even a very
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large National retailer absolutely you know internally they have digital marketing teams but they're are running
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silos they have one department for email one for direct mail one for digital getting them all to communicate together
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and get all of their different budgets from all those different departments approved so that they can deploy a
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message that looks just like the direct mail campaign to go out that that is like moving a mountain sometimes so as a
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print provider if you have a streamlined Omni Channel marketing solution that you can just turn a key and deploy and layer
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that on top of a mail campaign for them you're providing a solution for them they can't necessarily uh get done
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internally right and they're looking for programs like this a small mailer doesn't have access to those type of
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programs either so you really have an opportunity here to add value and provide them with something that they're
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actually looking for napco research also shows that marketers who use four to six
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channels in their multi-channel campaigns are getting the best response rates so you need to be utilizing
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multiple channels to drive a high response on your marketing on your marketing spend I think that
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historically there's been a proverbial tug OFW between offline and online you know where am I going to invest my
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marketing budget should I put it in direct mail or should I put it in digital and the truth of the matter is is that you really should not be having
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a marketing campaign that is not utilizing both um you really should have
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something that is harnessing the power of both and playing well together in the sandbox because that is where you're
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going to get the best response rates so Omni Channel marketing has some extremely powerful statistics
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coordinating digital and Direct Mail campaigns can increase website visits by up to 68% right because you're hitting them
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multiple times also integrating digital elements with Direct Mail can lead to a
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53% increase in generated leads and there's a lot of reasons for this and we'll talk about it in a minute and it
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it it all centers around the way that people respond to marketing so all marketing is driving people to a website
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but they're not converting right away right over 97% of organizations using
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Direct Mail campaigns with digital report better campaign performance than
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just a standalone effort purchase frequency is
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250% higher on Omni Channel vers single Channel and the average order value is
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133% more per order on Omni channel for single channel 73% of retail consumers
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are Omni Channel shoppers they're utilizing multiple channels for their shopping needs and I was talking about
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that a little bit earlier they like to start the journey through some channels do research through others and convert
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and buy through others not to mention that when you integrate digital elements it allows you to track that user
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Behavior you can track website visitors and and you can show a more measurable return on investment which is very
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important especially for an offline Channel like direct mail that historically has been very challenging
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to track so if I'm a print provider need to find ways that I can track and show
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the response to direct mail so that I can prove to my customers that it's working so that they continue to make
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that investment with me so how do people respond to marketing
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they go online which is fantastic are marketing is working right it's driving that initial web traffic but if they
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don't buy anything if they don't fill out a form if they don't reach into me in some way how do I know that that that
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marketing is working now with digital I can have Google Analytics on my website and I can see how many hits I'm getting
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to my site from a social media campaign or a Google campaign and you know my digital marketing strategy looks
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phenomenal it's just working oh my gosh I can see how much traction I'm getting to my website but when someone's standing in their living room and they
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receive a direct mail piece and that same person is driven online via the offline Channel we do not know that
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right and the thing is is that it's working and they're being driven to the website but about 96% of people leave
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before converting they don't buy only about 4% of people convert right away and there's a lot of
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reasons for that right and it depends on what the cycle is if it's a really you know um big decision maybe like a home
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renovation someone's not going to just automatically get out their checkbook or pick up the phone and make a decision to
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just invest $100,000 in a company I mean if I want to renovate something in my home like my kitchen I'm going to leave
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that website after I run my due diligence and probably going to get talk to go to another five contractors's
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websites run some research on them get some quotes have them come out to my house um you know maybe it's going to
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take me six months to wear my husband down to get him to invest that money because maybe he wants to use it to buy
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a boat I mean there's a lot of reasons why somebody maybe wouldn't convert right away and so it's so important that
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we reinforce the messaging that drove them to the website in the first place the direct mail worked it they developed
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an interest they went to the website they left now let's utilize digital to
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reinforce that message get back in front of them in as many instances as we can
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and to sway them away from the competitors that they went and investigated as well so we know that repetition is what
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works in marketing okay it does not matter what channel you're utilizing you have to employ the power of repetition
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and we have run thousands of camp pain St a platform and the statistical data shows that on average about 80% of sales
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and nonprofit uh the donation and political the vote is occurring between the 8th and the 12th touch we have to
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get our prospects up into these contact margins where conversion is taking place and that's just not going to occur with
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a oneandone mail drop and the easiest and and most coste effective way to accomplish this is through the
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utilization of an omni Channel marketing campaign um there's a lot of data out
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there too um I don't know you can look into the marketing rule of sevens you know hit your prospects at least seven
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times um now now that we have so many different um advertising Platforms in
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the marketing ecosystem and and it is so saturated you have to bump those touches
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up just a little bit more you know so we have so much opportunity too
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right we have so so many different channels that we have an opportunity to reach our prospects through so we don't
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want to just put all of our eggs in one basket or limit ourselves and really harness and take advantage of the
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channels that we have at our fingertips especially the ones that coincide with the audiences that we're marketing too
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right we know certain demographics spend a little bit more time on certain channels than others so really take
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advantage of these opportunities that you have not to mention the statistical data out there that shows that eight is
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the number of channels that Global customers leverage to engage with companies right so they are expecting
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this Omni Channel experience they're not just engaging through one channel so if you're limiting yourself you're really
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limiting your ability to drive a conversion on your marketing spend so from a marketer's perspective why I
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would want to use an omni Channel marketing approach is because I need to get that
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repetition I need to get those 8 to 16 Impressions and I need to do it in the
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most costeffective way possible right and I need those technologies that give me the ability to track and show that my
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marketing spend is working not to mention that some technologies that we
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can integrate into our Direct Mail campaigns also qualify for postage discounts so if I'm more cost conscious
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and I'm being you know hammered with these postage increases twice a year if
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I can get a lift in respon on my direct mail by integrating Omni Channel and also take advantage of some postal
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incentives it's a win-win right so these are 14 technologies that we offer um at
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our organization and you know these are technologies that you could Deploy on
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top of a direct mail campaign for your customers so I want to talk a little bit about these Technologies the use case
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for them and how they can add value to direct mail campaigns first thing you can do is you can take a mailing list
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you can upload that into Facebook and Instagram you can actually find the Facebook and Instagram accounts of the
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people on the mailing list and you can serve up ads to them that look just like
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the direct mail piece that they are going to receive now this is important and in the use case for it can be used
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in a couple of different manners one you can use it to start to warm them up to the dark mail piece that they're about
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to receive also after they receive that mail piece and they get that marketing
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message you can reinforce the messaging on the mail they received now in my
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personal experience that reinforcement is so valuable I've received a mail piece and I've honestly I've got this
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pile on my counter oh I'm interested in all these things right I put it in my counter but I forget about them or for
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example um I contribute to a lot of nonprofits at the end of the year like my alumni and several different others
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but it's just not top of mind right I have it in this pile it's a very busy time of year for me I've got 100 people
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coming over for Thanksgiving I'm trying to get ready for Christmas and whatever my Christmas break plans are the kids
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are home they're out of school I mean there's a lot going on right and making that donation to the nonprofit
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unfortunately just isn't the top of mind or first thing that I'm thinking about now I want to convert but I just
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forget right so let's say I get that mail piece I set it on my counter or
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let's say that I discard it into entirely well maybe later in the evening I want to do something mindless because
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you know I've been working all day and I'm scrolling my phone I'm looking through my social media and a digital message pops up that reinforces that
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direct mail piece with that marketing message that already imp pinched and I say that's right you know what I've got
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a minute right now let me go get my debit card or my checkbook or whatever it is and let me take care of that and
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that is one use case way that we can use digital to reinforce and drive a conversion on the mail that was re
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received mail tracking we can integrate via USPS in form visibility and we can provide mail
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tracking to give our customers peace of mind that what they're paying for is being delivered you can show them when
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certain quantities of mail are projected to be delivered so they can more appropriately plan for calls or leads
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that might be flowing into their organization um you can equip them with data that shows them very granularly
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each individual mail recipient and the date it was delivered so let's say that
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your customer has a sales team I want to know when that mail piece has been delivered like let's say for example I'm
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an insurance or I work at a car dealership I can see that mail piece was delivered now is my opportunity to pick
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up the phone call them follow up with them ask them if they receive the offer and how I can help them take advantage
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of it so there's tons of data in mail tracking that we can harness and utilize
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just to get peace of mind direct mails a significant investment or we can use it in our sales cycle to help Drive
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conversions additionally QR codes are such a valuable tool you know people
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scan a QR code where do they go to a website right once someone gets on a
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website we can use cookies and pixels to capture those people put them in a funnel start showing them digital ads
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and help to drive those conversions on top of that we have an opportunity to show tracking right so I can show the
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number of times the QR code was scanned showing track in my offline direct mail piece or I can utilize a personalized QR
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code and I can actually see who scan that QR code also with the emerging
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advanced technology discount I have an opportunity to take advantage of 3%
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postage discounts with a QR code as well um informed delivery this is one of one
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of the best things that USPS has ever done this is the true definition of omni
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Channel every morning I email that shows me scanned images of all the mail that's
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going to be in my mailbox now with informed delivery you can also put a
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full color Ride Along image right underneath that mail piece it can be clicked on and take someone right over
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to your website where they can convert or again be put into a funnel to be hit
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with digital ads to get back in front of them until they do convert now let me just talk a little bit about this
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channel okay this is an email Channel and the open rates on it are
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astronomical in fact the open rate hovers around 67% now if anybody on this uh you know
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educational webinar today is utilizing email marketing then you know that that
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is an unbelievable open rate if you had a house list and you're running email you might be lucky to get even an 18%
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open rate and that's to a house list people that are expecting your email they're waiting for that coupon code to
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buy that product or service that they utilize from you so just such a great way to get yet another impression in
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front of them before the mail's been delivered or they just keep it in their email when they're ready to take
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advantage of it additionally there's a 4% postage discount that runs throughout
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the end of the year that your customers can take advantage of as well um oh and
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there is an attribution report for informed delivery that you
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can export and you can show them who on their mailing list actually got the informed delivery email opened it and
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clicked on the ad so showing them that attribution to this Channel and their direct mail campaign Now call and text
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tracking is also a very effective technology for showing attribution a call tracking number can be utilized uh
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on the mail piece when it rings it goes over to a line of your customers choosing that could be a call center you
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could utilize multiple call tracking numbers on cell phones um and you can track and show how many calls actually
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came in showing that the mail is working now there's a hole here let's say that
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they get the mail piece they go to the website there's a different number on the website they might call that number
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you are not going to show 100% attribution with a call tracking number but you have an opportunity to show
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attribution and you can show that calls were coming in and you can show that the mail was working and in addition to that
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you can also show their phone number who they are their address we can pend email
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and show email of this person and perfect your data so now you've required a phone number and an email that you
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didn't have before this is giving your organization additional opportunities and ways that you can Market to them and
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phone numbers for your sales team to call after you run that through the Do Not Call Registry you don't want to get
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any fines of course right uh and also we record the call so you can run QC on how
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these calls or leads are being managed now you can use that same call tracking
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number number to have a call to action on the mail piece that might say text
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offer for you to this number to receive something in return now that could be a
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coupon code that could be a link to enroll in email marketing so you get
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your opin or a link that drives them to a special offer page and you can also
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capture the data about the person that responded via inbound SMS and you can
30:25
see how many responses came in showing and tracking the attribution to the mail
30:30
as well now I talked a lot about following up with a prospect once they hit your
30:37
website right because we know that 96% of them leave once they get there right
30:43
so there are a couple of different ways that we can follow up with them get back in front of them and remind them of
30:49
their interest to help drive a conversion now one way that you can do this is with displaying ads throughout
30:54
the Google ad space and I'm sure that everybody has experienced it you look at something online you leave
31:01
next thing you know you're seeing pictures of this ad all over the Internet that is Google retargeting
31:08
follow up with them online get back in front of them and remind them of their interest also follow up with them
31:15
through social when they're scrolling those news feeds display ads to them reminding them about that interest that
31:22
they had um you can also display ads to these prospects through other other channels
31:29
like YouTube Discovery ads now Discovery ads um we actually rolled over into
31:35
something called demand gen and that is a three for one so I just want to show you something
31:43
here um and the three ad placements are the YouTube
31:50
homepage Gmail so of course that's an email that shows up in in their Gmail
31:56
account and then also the uh Google Toolbar okay now the
32:02
Google Toolbar is on your mobile device if you're on your mobile device you have the ads that appear
32:09
right below there okay now let's think about this for a second Google is the first most visited site on the web I'm
32:16
on Google a 100 times a day YouTube is the second most visited website on the
32:21
web okay people are on there searching for things how to change my refrigerator filter I I watch exercise videos on
32:28
there my my husband looks at how to you know make repairs on vehicles and things
32:34
so really powerful platforms to have ad space and reinforce Direct Mail
32:40
marketing Additionally you can utilize the power of video through YouTube you can use the power of video through the
32:48
social channels which is a very powerful tool above and beyond just a still ad it
32:54
will drive a higher response geot targeting is a great element to incorporate as well let's think about a
33:01
location that is opening a new store in addition to sending mail out to them in
33:08
addition to being able to serve up ads to the people on the mailing list in these geographical locations you can
33:15
cast a much wider net digitally and you can get in front of other relevant leads in the same geographical locations as
33:23
the people that you're mailing to so you can add a lot more value for your customer Market reinforce a direct mail but also
33:30
serve a bads to additional relevant leads who are then going to go to the website and we're going to capture with
33:36
a smart pixel technology to build a mailing list and mail to them and I'll talk about that in a
33:42
minute another technology is addressable geofencing so you can take a mailing
33:49
list you can get a 90% or higher match rate on this list you can identify every
33:57
single device device that is known to be within an address that you are mailing
34:02
to and you can serve up ads to every single one of those devices okay this is
34:07
not IP based targeting over 54 billion different data points are being analyzed and digested on a daily basis to truly
34:14
acknowledge and identify every single device within a household so you're sending out a mail piece you can serve
34:19
up ads to every device wherein let's say you're a uh Financial Services you're
34:26
you're running a financial sem semar and you're sending out a mail piece with one of those juicy steaks you want them to
34:31
come over uh you know to to the steakhouse and and have a stake on you
34:36
and learn about how they want to invest your money for your retirement and Jim Smith gets the mail piece and he tosses
34:43
it in the garbage but Betty Smith is at home on the couch and she starts seeing ads on her phone for that stake and says
34:49
Jim I'd really like to go over here and learn more about how we can invest for retirement and eat this juicy steak
34:55
right so you can bypass gate Keepers or maybe Jim tosses the mail piece and sees
35:01
the ads later and changes his mind but these are ways that we can reinforce our Direct Mail marketing now the tracking
35:08
on this technology is amazing you can show online conversions at the zip plus
35:13
4 level someone that gets the mail piece and sees the ads and goes online we can show a number of conversions
35:19
Additionally you can run offline conversions so if they're if you are
35:25
running campaigns for a retail location or maybe a Jiffy Lube or someone's going in to get an oil change when they walk
35:31
into the conversion Zone it will ping their device and show an offline
35:38
conversion someone that got the mail and received the ads converted they walked
35:44
into that location really remarkable technology
35:49
now email by itself as a cold Prospect tool not very effective okay but email
35:57
with mail is a very effective strategy because the mail is driving that initial
36:03
marketing message and Pines and you can reinforce it with email so I highly
36:09
recommend using email with mail you will be able to capture and deliver that Omni
36:16
Channel experience and drive some more traction there okay now let's talk about
36:23
tracking there are smart pixels that can go on a website that will de anonymize a website visitor
36:31
and it will give 95% accurate contact information about that website visitor okay why do I want this well there are
36:39
no better people to Market to than people that are actively on the website
36:44
they are literally raising their hand and telling you I am interested in this product or service I'm on this website
36:51
and and actually this in particular is what I'm interested in because I'm on this page or that page so you can get
36:58
95% accurate contact information you can know in particular where on the website they were located
37:04
and what they looked at and you can build yourself a mailing list that will drive on average around a 9 to an 18%
37:13
response rate so really really viable mailing list people are more costc
37:18
conscious this gives them a very targeted list of people that are very likely to respond and you can incorporate
37:25
personalization okay because we know who they are we can append their name you
37:30
can append additional data and you can mark it to them about what they were looking at okay so let's say that I'm a
37:36
higher education uh I'm I'm an institution a higher education facility okay someone
37:43
goes to my website and I have 150 different undergraduate programs well I know in particular that Morgan went to
37:49
my website and she looked at my nursing program now I'm going to send her a direct mail piece with uh an offer
37:56
talking about my nursing program and why she should enroll in our educational institution as opposed to probably the
38:03
20 others that she's looking at um additionally after building a mailing
38:09
list you can use this technology to suppress against the mail file to show how many people on the mailing list went
38:15
to the site so remember earlier when I was talking about how when someone's standing in their living room they get a
38:22
mail piece and they go online you don't know that well you do when you use
38:28
technology like this to De anonymize a website visitor and suppress it against the mail file now you know the mail
38:35
worked whether they convert fill out a form or do nothing you know they went to the website that the mail is working but
38:42
more importantly you know who right so I can suppress that against the people
38:48
that actually bought the people that didn't now I can send them another mail
38:53
piece now let's just think this is called Direct Mail retargeting okay okay and and this qualifies for 5% postage
39:00
discounts let me give you a real life scenario real quick okay I'm online uh I
39:05
may or may not have a tiny tiny tiny little shopping addiction but anyway I'm online and I'm scrolling and I see you
39:11
know another pair of shoes that I probably don't need I go to the website you know I put five shoes in my C and
39:17
I'm like oh my gosh I don't need these shoes okay I go to abandoned cart a little box pops up and says wait do not
39:25
leave 10% off if you buy now and I think oh my gosh 10% isn't that great and and
39:31
I abandoned card well two days later I get a postcard in the mail with a picture of that shoe and it's offering
39:37
me 20% off and free shipping so I come back I check out and I probably buy two
39:44
and that is the way that Direct Mail retargeting Works using this technology
39:50
re-engaging and reinforcing with mail now if you're running only digital marketing and all of these people are
39:57
being driven to your website you don't know who they are but if you use
40:02
technology like this you can identify them and if they're not converting you can send a mail piece and drive the
40:08
conversion with mail so see you shouldn't be using one without the other
40:14
they work together in the most effective way possible now as far as attribution
40:19
is concerned this was a campaign that we ran it was a smaller one it was just under 5,000 pieces they had 17 calls
40:27
it's not blowing me away you know I'm not I'm not necessarily convinced that Direct Mail was a phenomenal investment
40:35
for me based on 17 calls I don't know maybe maybe if each customer is you know
40:41
$200,000 or something like this but most instances I'm not blown away here right but because this campaign used a smart
40:48
pixel they could see that 932 people on the mailing list went to
40:54
the website that's an almost 19% response rate to the mail now I believe
41:01
in the power of mail utilizing a dashboard right use a
41:08
dashboard or some kind of reporting to not only track all your customers campaigns but also to give your
41:15
customers access to all this data Don't just run these campaigns for them you know show them the data because there's
41:21
so much you can give them like if you're running one of those uh social media enhancements you can drill down into the
41:27
demographic data you can see they they uh are they male are they female age
41:33
groups maybe you have a creative let's say you're a like a resort and your creative is um a bunch of gentlemen on a
41:40
golf course and you're like gosh I really didn't get a very good response here and you drill down into this data
41:46
and you see that the majority of the audience you reached was female H now I know what happened my creative was wrong
41:52
so I manipulate my creative to some ladies in a spa you know getting manicures or massage and now I have the
41:59
ability to use the data knowing who I'm actually reaching so that I can lift and increase the response to my direct mail
42:05
campaign the direct mail will work there's just something that I had to change about it right and that's how you
42:12
can use this data um this is a case study for a higher education uh
42:17
institution that we ran they used that lead match pixel they identified the website traffic they sent them Direct
42:24
Mail pieces based on the undergraduate programs that they were looking at and they got a 25% response rate to the mail
42:31
campaign they had a 53% increase in total deposits 26% increase in students
42:37
admitted deposits it was a phenomenal campaign they used Omni Channel and they
42:42
used that lead match pixel this was a nonprofit and they added Omni Channel
42:48
marketing onto their direct mail campaigns they increased giving by 25% they also generated 6,000 780
42:58
firsttime donors they put that smart pixel on the ways to give and how to get
43:03
involved pages and they were able to identify new donors that they could solicit for a donation and contribution
43:10
they also because they layered the Omni channel on top of the mail converted
43:16
5400 Labs donors so people they were mailing to and they weren't getting a
43:21
donation when they layered the Omni channel on they converted those $5,400
43:27
lapse donors into donors increasing monthly donors by 78% so Omni channel is so so powerful
43:35
you know these are tools that we can be utilizing to increase response rates we
43:42
can increase Revenue if I'm a mail service provider or increase revenue for
43:47
our customers and also take advantage of some postal discounts and
43:52
savings so if you have any questions about Omni Channel um you know anybody
43:58
watching today I'm happy to have a conversation you know just in general or you want to talk a little bit about
44:03
strategy there's a QR code you can scan it you can email me here there's my phone number and contact
44:11
information W Morgan that was that was amazing thank you so much for that awesome presentation illustrating the
44:17
power of combining print and digital marketing Technologies I love the quote be the Geico of your demographic that is
44:23
amazing it's my pleasure thank you so much for having me K so awesome and you know we're talking
44:29
about direct mail here but to expand on the idea of that 8 to 12 touches your packaging is Another Touch point so if
44:35
you're using digital print to deploy inbox marketing or cross- selling of your other products you know that's
44:41
another touch point that you can reinforce on the in part of your Omni channel strategy
44:47
100% I did want to ask you just a couple questions that came up during the presentation um what do you say to
44:54
Brands who say that they don't want to be annoying or don't want to you know overwhelm their prospects with all those touches well you know that's sometimes
45:01
that comes up not very often you know but the first thing that I have to say is that if somebody's annoyed by your advertising they're not your customer
45:08
okay they're just not right and and you're going to experience that with any channel you know inir mail you get the
45:15
people that call they're angry take me off of your mailing list those aren't your customers okay and and sales and
45:21
marketing it's a numbers game so if for every one customer you annoy you you
45:27
gather and capture the attention of 100 more then you're winning not to mention the fact that you have to remain
45:32
competitive and let's say for example that you're running a direct mail campaign and I I hate to say this but
45:39
your marketing dollars are driving traffic not only to your website but to your competitor websites so if your
45:45
competitors are employing a strategy like this and a direct mail recipient goes to your website and they leave and
45:52
go to your competitors and they have a follow-up Omni channel strategy and you don't guess who they're seeing they're
45:58
seeing your competitor they're never seeing you and so you're just limiting
46:03
yourself and um what is a good do you have a rule of thumb around the general
46:09
Target list size that is at least a starting size that people can really leverage the direct mail 2.0 technology
46:16
effectively or do you help them build that list how does that work yeah I mean that's a good question I I think that it
46:22
really depends upon what they're trying to accomplish there's a lot of different ways that we can employ a Omni Channel
46:29
marketing strategy no list really is too small but you know you're going to get
46:34
out of it what what what you start with right so we have to think that we're driving people to a website so if I send
46:42
out a 500 piece mailer and I typically get a 1% response rate I mean how many
46:47
people am I really following around right but there are other technologies that we can utilize that are not
46:53
dependent upon the amount of web traffic like the addressable G we can just get ads in front of every
46:59
single person on the mailing list so there's no real limit to the mailing list you can do very small and targeted
47:06
list but some of the Technologies don't work as well for that um so I I think it's always just a strategic approach
47:12
and depending upon what they're trying to accomplish thank you so much again Morgan for that presentation that was
47:19
amazing and thank you to our viewers for joining us um Morgan already put her contact information up there but if you
47:25
do have any questions please reach out to Morgan directly you can feel free to visit the boxmaker boxmaker
47:35
docomond demand webinars which is available at boxmaker docomo and for more inspiring stories
47:42
and content be sure to follow us on LinkedIn and Instagram or you can join our mailing list at boxmaker tocom jooin
47:49
thank you all very much
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