We have all heard the expression “right person, right message, right time” when it comes to developing effective marketing strategies. With great lists and on-target messaging, direct mail can still be a viable tactic to include in your communications mix. Because direct mail falls short when it comes to message frequency, including it as part of a multi-tactic plan is needed to be effective. Unfortunately, other mass media tactics often fall short when it comes to being able to precisely target messaging to an audience.
Most companies spend valuable time and money to ensure that their direct mail audience list is as targeted as possible to help improve conversions. It is now possible to take that exact mailing list, with names and physical addresses, and target the same households digitally; IP targeting. This technique allows you to add frequency of message to your already targeted prospects to improve conversions more than direct mail alone.
If you have been in the marketing world for a while, you are probably familiar with the Rule of 7. The marketing Rule of 7 states that a prospect needs to hear your message at least seven times before they’ll take action. In today’s cluttered marketing landscape and bombardment of messages, it will likely take more than seven impressions to be noticed and make an impact on your target consumer. Another benefit of IP targeting is being able to deliver targeted, frequent impressions to reinforce the message to the prospect, who also received the same message via direct mail.
Digital impressions are viewed while prospects are engaged in their daily digital activity; checking their stocks, reading the news, exploring social media, etc. That being said, to get the most out of IP targeting, it is important to (1) serve enough impressions to each household to be noticed over a period of time and (2) utilize remarketing to engage those who have shown interest after they leave your site. The prospect may not have time to complete the action immediately, so reminding them that they were interested may encourage a conversion when they are not actively engaged elsewhere online.
If you would like to learn more about IP targeting, remarketing, list acquisition or direct mail, contact Angela at 918-938-7912 or via email.
See our results from an IP targeting + direct mail campaign by reading this case study.
AcrobatAnt Marketing & Advertising
1336 East 15th Street
Tulsa, OK 74120