In a previous blog, we discussed how IP Targeting lets you deliver online ads based on a physical addresses; that is, delivering digital ads to homes also receiving a direct mail piece. 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. Another IP Targeting strategy, called Reverse Append, flips that strategy and allows you to send direct mail pieces to people that visit your website by matching IP addresses with physical addresses.
Let’s say someone visits your website, places an item in the check-out cart, but doesn’t complete the order. Reverse Append allows you to send a direct mail piece to that visitor within 48 hours. How powerful is that? This is a warm lead that you can immediately deliver a physical mail piece to. In a recent case study, a high-end upholstery company used Reverse Append to increase sales during the Holiday season, by targeting visitors who abandoned their shopping cart. 5% of the prospects that were mailed subsequently purchased. This was a 250% lift over similar direct mail offerings.
For Reverse Append to operate at an optimum level, the target website should have a minimum of 30,000 unique visitors per month. A pixel is placed on specific pages of the website based on a set of defined rules. Those rules may include shopping cart abandonment, form fill abandonment or a cumulative number of web pages visited. When a customer activates one or all of these triggers, the anonymous IP address is collected and once the IP address is known the algorithm determines the physical address of the router.
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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.
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Here’s how it works:
When users visit pages on your site based on the specific business rules or “trigger points” you set, a pixel captures the IP address of the user.
Each night after the IP addresses are collected and matched to physical addresses (that are securely stored), NextPage retrieves the addresses. The consumer is mailed a direct mail piece within 48 hours of visiting the site.
In order to create an effective Reverse Append campaign you will want to be sure and follow a defined process:
By offering “More Than Print” including direct mail services, data mining, and digital marketing NextPage is in the unique position to help you implement these best practices, guide you through the process, and find success with your Reverse Append campaign.
To learn more about how NextPage can help you with Reverse Append and IP targeting, download our free ebook How to Use IP Targeting For Increased Direct Mail Engagement.