Technologies that Connect Printers to Revenue and Customers to Results

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."

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%

27:49

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

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see how many responses came in showing and tracking the attribution to the mail

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as well now I talked a lot about following up with a prospect once they hit your

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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