Why IP Targeting and Direct Mail are the Dynamic Duo

Direct mail continues to be a powerful marketing tool for reaching customers with a highly targeted message.

According to the 2017 DMA Response Rate Report:

  • The average direct mail household response rate is 5.1% (compared to .6% email, .6% paid search, .2% online display, .4% social media)
  • The household ROI for direct mail is 29%
  • Over 100.7 million U.S. adults made a catalog purchase in 2016
  • 8 billion catalogs were mailed in 2016

In other words, direct mail is still one of the most viable and valuable marketing tools for businesses.

IP Targeting, or matching a recipient’s physical address on a mailing list with their home computer or laptop IP address so you can deliver digital ads, has quickly become a preferred digital method to create a one-to-one marketing connection.

Learn How to Use IP Targeting For Increased Direct Mail Engagement

Download this free ebook to find out how IP Targeting will help you get up to a 200% lift in your direct mail conversions. Find out how the “postman of the internet” creates a one-to-one connection with your customers without using cookies.

When IP Targeting is paired with direct mail, the conversions can significantly increase. Using a multi-channel approach, IP Targeting offers marketers the ability to send a printed direct mail piece in conjunction with a similarly-branded digital display ad campaign to the same recipient. The end result is improved campaign response rates. Simply stated, IP Targeting brings the location-specific accuracy of direct mail to multi-impression digital advertising.

There are several components needed to ensure success when combining IP Targeting and Direct Mail:

  • Current and accurate mailing list
  • Attention-grabbing creative
  • Compelling call to action
  • Simple and direct landing page
  • Defined conversion path
  • Accurate post-campaign data

To track web campaign conversions and be able to determine ROI, a conversion pixel (a piece of code) is placed on a post-purchase “thank you” page. This conversion pixel can then track either click conversions (completion of transaction) or view-through conversions (when users view an ad and neglect to click on it, but within a certain period of time go to the ads’ associated conversion page and complete the transaction).

To further help determine ROI, a match-back analysis can be conducted by assembling a list of the target group of recipients (those served IP Targeted ads and direct mail) and a list of control group recipients (who just received direct mail). When these lists are cross-referenced with the total list of purchasers or converters, you can determine the lift in response, and ROI.

Response rate lifts using IP targeting with direct mail have ranged between 30% and 75%, with some campaigns seeing as much as a 200% lift. If your company uses direct mail and you would like to see higher conversions with analytics to prove it, then IP Targeting may be your answer.


Learn more about how IP Targeting can help you with direct mail conversions by downloading our free ebookHow to Use IP Targeting for Increased Direct Mail Engagement.