Direct Mail to Display
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This document describes a Direct Mail to Display program that allows direct marketers to target online display ads to households on their existing direct mail lists. The program works by anonymously matching a marketer's direct mail list to online users via third-party data and cookie matching. This allows the marketer to serve targeted ads to the same consumers they contact via direct mail. Benefits include deepening customer engagement, reducing costs by leveraging existing direct mail assets, and gaining insights into customer responses online. There is an initial $5,000 setup fee followed by a $5 per impression charge. Reporting provides campaign metrics and insights into responding audience characteristics.
![With [x+1]’s highly effective and anonymous Direct Mail to Display program, direct marketers can now target and deliver online advertising to some of the same households found in their existing customer and prospect direct mail lists. Target your direct mail lists with display ads](https://image.slidesharecdn.com/directmailtodisplayv2-1-110519114914-phpapp01/85/Direct-Mail-to-Display-2-320.jpg)
![How Direct Mail to Display works Begin with offline DM list, purchased or in-house Partner tells [x+1] that consumer is on list, but not who the consumer is [x+1] serves targeted ads only to consumer on the direct mail list Lists are anonymously matched by third-party data providers who convert the list into matched cookies UserID: 1000121 - NO UserID: 1000122 - YES UserID: 1000123 - YES UserID: 1000124 - NO UserID: 1000125 - YES UserID: 1000126 - NO Likely to buy printer ink in next 6 months? UserID: 1000124 UserID: 1000125 UserID: 1000126](https://image.slidesharecdn.com/directmailtodisplayv2-1-110519114914-phpapp01/85/Direct-Mail-to-Display-3-320.jpg)
Direct Mail to Display
- 1. Direct Mail to Display Connect direct mail and digital media 2.0
- 2. With [x+1]’s highly effective and anonymous Direct Mail to Display program, direct marketers can now target and deliver online advertising to some of the same households found in their existing customer and prospect direct mail lists. Target your direct mail lists with display ads
- 3. How Direct Mail to Display works Begin with offline DM list, purchased or in-house Partner tells [x+1] that consumer is on list, but not who the consumer is [x+1] serves targeted ads only to consumer on the direct mail list Lists are anonymously matched by third-party data providers who convert the list into matched cookies UserID: 1000121 - NO UserID: 1000122 - YES UserID: 1000123 - YES UserID: 1000124 - NO UserID: 1000125 - YES UserID: 1000126 - NO Likely to buy printer ink in next 6 months? UserID: 1000124 UserID: 1000125 UserID: 1000126
- 4. Through reaching known targets offline and online, you can: Deepen Customer Engagement Create another touchpoint to echo and reinforce relevant product messaging Reduce Costs Leverage existing and proven direct mail assets to improve display media Increase Digital Marketing Revenue Drive transactional revenue on eCommerce sites Better Understand Your Customers Evaluate the impact of online and offline marketing mix Benefits of Direct Mail to Display
- 5. There is an initial $5K setup fee to start a Direct Mail to Display campaign, followed by an additional charge that is calculated cost at $5 per impression basis. Pricing
- 6. Marketers can gain insights into which types of audiences are responding to the display ads and can access campaign-level reporting. Information such as geographic area, behavioral traits, income level and the websites they are viewing are available. Reporting
Editor's Notes
- #4: 05/19/11