Try Something Un-Maily With Your Next Mailing
IP Targeting Comes to ProList!
We are regularly asked if
we have seen any innovative packages come through our mailing facility, and we see
a lot of them, but we are more impressed with innovative approaches to marketing.
We get it that a fake padded envelope, or an air mail border may boost response,
but we are more excited about new technologies that may define the future of
direct marketing. IP targeting is one of those technologies. It's innovative, new,
effective, and available from ProList.
We have been touting the benefits of
coordinating email with direct mail for years now. Our clients who do this
regularly see a significant lift in response rates when the reinforcing email
arrives. Part of the reason for this lift is Brand Resonance your prospect
sees multiple impressions of your brand, your appeal, your offer, and the brand
image resonates with them. Now, with IP targeting you have another opportunity to
make an impression on your prospects. Literally.
Here's how it works: You provide us
with your mailing list as always, along with some web display ads (or
videos). We match your address file against a proprietary file of IP
addresses by street address. Typically we can match about 50% of the
addresses. You mail your mail as always, and we serve up your web
advertising to your prospects to coordinate with it. Typically, experts in
the industry suggest serving up a minimum of 20 impressions to each IP
The results can be dramatic, and matching up
about 50% of your addresses makes for a perfect A/B test. This kind of
matching manages to bypass the spam filters that inhibit email marketing these
days, without feeling invasive. The ads will appear on a variety of common
web sites that your prospect may visit while online.
A few things to think about:
- You will need a landing page for your
prospect to link to. We can help you with that;
- You will match about 50%, but it could be
much more or less, depending on your list;
- This works better for B-to-C marketing
B-to-B is tougher;
- This is not inexpensive it is
generally much less expensive than direct mail, but a lot more expensive than
- ProList can do this for you!
Interested in testing? This is a very
low effort way to boost response, and the easiest way to execute it is with
ProList. Contact Dave Lewis at ProList (firstname.lastname@example.org 301-924-4545 x1006) to
learn more and set up your first project or test.
Self-Mailers - The Hows, Whats, and How Manys
Join us at lunchtime for Eating and Tabbing with
Thinking Out Loud webinar series becomes a Lunch and Learn with our
latest installment on self-mailer design. We're moving our acclaimed series to the
lunch hour well, technically, the second half of it so you can fit
us into your workday more easily. Grab a sandwich or a salad, pull up a chair, and
we'll help your food digest with valuable postal information. This month's
USPS Tricks, Traps, and Tabs. Join us on July 30 at
It just shouldn't be that hard to put an
address on a flyer and put it in the mail, but dag nab it, it is. From address
placement to perforations to 101 ways to affix a tab, we'll cover it all in this
webinar. A lot of things that make a lot of sense don't make it into the DMM
we'll help you keep your mail safe.
On the agenda, we'll cover:
- Flats vs. Letters what size can I
- Fletters is there really such a
thing?! Why do I need to care?
- Booklets vs. folded self-mailers. A stitch in
- Address positioning. What is the "top"
and why it matters.
- Tabbing - how big, how many, where they go
and "Whoa! You can't tab that!"
- Customized Marketing Mail can you
really mail a piece shaped like a toilet? Do you really want to?
These aren't new rules, but they are
complicated. This is a perfect primer for anyone who uses self-mailers as part of
their mailing programs.
So click here to
secure your spot at our FREE webinar on Thursday,
July 30 at 12:30