Programmatic Direct Mail

Smoothly shifting between online data and offline engagement.

Client

A tourism destination popular with affluent guests.

Goal

The goal was to provide website visitors with a leave behind physical mail piece to influence kitchen table discussions about family vacations. We used this piece to earn return visits to the website and, ultimately, for these visitors to purchase a trip.

Strategy

FiveFifty implemented a tagging strategy on the client’s website to segment users from select destination states who viewed specific content on the site, which indicated that they were still in the consideration phase of the buying process. We matched those audience members to mailing addresses and deployed a promotional postcard to them within 48 hours of their visit to the site. FiveFifty then used a measurement strategy wherein we monitored site traffic and sales to track the postcard recipients who returned to the website and completed a purchase.

Results

This tactic yielded a highly efficient cost-per-conversion. FiveFifty identified the right audience and seamlessly transitioned between online and offline channels in order to effectively and efficiently increase sales.

12

Times

12x return on investment

11

Percent

11.3% response rate

20.4

Percent

20.4% of responses converted