Combined Benefits of Digital and Direct Mail Tracking Via Proprietary Device Graph Mapped to USPS Postal Addresses Opens New Visibility to Create Better Engagement
Barometric, MRC accredited provider of advanced cross-environment tracking and measurement solutions, recently announced its new solution for holistically tracking and measuring the effectiveness of direct mail in driving both online and offline conversions. By using its propriety Device Graph, Barometric is now able to bridge direct mail and digital marketing for clients with a first-of-its-kind level of accuracy.
Barometric is now able to track direct mail, without the need to capture user data, use tracking codes, or create custom URLs. Its Device Graph is tied to over 90 million US postal addresses and over 650 million devices located across millions of household, creating the ability to deliver insights into mail delivery and campaign performance in conjunction with Barometric’s real-time campaign reporting.
Barometric uses its unique postal graph and a simple pixel to track direct mail and match it to consumer engagement and conversion with the brand. The solution opens up new visibility to a tried and true marketing channel in direct mail.
Paid search often tends to get “conversion credit” at the expense of direct mail, due to heavy-handed SEO attribution and “last click” weighing on other media. However, direct mail out-performs digital channels by nearly 600%, according to IWCO’s data analysis that was published in a Response Rate Report from Data and Marketing Association (DMA). And at the end of 2017 they reported that once again direct mail response rates rank stronger than digital channels, consistently exceeding the 2% response rate of all digital channels combined.
“Our customers, who implement integrated marketing campaigns, have demonstrated that direct mail can act as a catalyst that boosts the production of every media channel involved. As more and more customers use attribution tools to measure the impact of their campaigns, we are confident that they will see, more clearly, the positive ROI direct mail has on their overall marketing efforts,” said Chris Karpenko, USPS Executive Director of Brand Marketing.
How It Works
With Barometric’s Device Graph, marketers can now view their online and direct mail campaigns as one cohesive unit in order to see how they work together and understand consumer shopper behavior across all environments. Barometric’s Device Graph allows users to unify the many online and offline IDs of their customers into a single user/household. As customers go through marketing touch points across media, channels and devices on their digital and physical path to purchase, Barometric’s actionable conversion data gives marketers the ability to better understand whether and when they’ve reached the same consumer on multiple devices, platforms and screens.
Additionally, the Barometric Direct Mail suite allows for the customized targeting of a user who has digitally or physically engaged a brand. For example, when consumers open shopping carts and do not complete their purchases or fail to complete a form submission on a brand’s website, the Barometric Device Graph is able to match the consumers who abandoned their carts or online forms to their household addresses and re-engage these consumers offline with direct mail to increase brand interaction and drive form completions.
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Matt Fusco, Senior Vice President of Business Development and Operations at Barometric, added, “The advent of digital advertising and its ability to measure results on a one-to-one level has raised the bar on what is expected in terms of measurability when brands are selecting which channels to spend their marketing dollars within. We are proud to bring enhanced measurement to the direct mail industry offering new visibility to our customers as they can now track and measure their direct mail across multiple environments. By tracking direct mail using verified postal addresses we are able to provide true, unified measurement in one simple, affordable and unique solution.”
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