Prisma’s doksync platform brings multi-channel marketing enhancements to direct mail, bundled together on a simple per-piece pricing structure.
The Situation
Online advertising keeps growing, and direct mail advertisers need to think creatively about how their message reaches its audience. The old pattern — receive a mail piece, then pick up the phone or walk into a store — isn’t how most people respond anymore.
Instead, they go online. In fact, 86 percent of people interested in a product or service visit the company’s website first, before ever calling or visiting a physical location.
Some direct mailers have responded by adding pay-per-click advertising to their clients’ mail runs, giving campaigns an extra digital touchpoint. It’s a reasonable idea. But is it the most effective one?
The Answer
Yes and no. An online enhancement will typically drive more traffic. But paying for each enhancement separately, on a pay-per-click budget, can get expensive over time — and depending on the product and how the campaign performs, it may end up costing your marketing team more than it returns.
The Solution
Integrated marketing strategies, often called omnichannel marketing, can enhance direct mail results by an average of 23 to 46 percent. Primsa’s doksync solution helps you reach your audience across multiple channels, using seven coordinated technologies:
- SocialMatch: Pre-match your mailing list to social media accounts and deliver your ads to those people before, during, and after your mailing.
- Mail Tracking: Delivery confirmation down to the individual piece.
- Informed Delivery®: Increase impressions by adding a digital image alongside your grayscale mail piece scan.
- Online Follow-up: Website visitors are tagged so your ads follow them as they browse other sites.
- Call Tracking: Use a tracked number to record all calls generated by your campaign.
- Social Media Follow-Up: Re-engage website visitors with additional impressions on their Facebook and Instagram feeds.
- LEADMatch: An enhanced measurement system that tracks exactly who visited your website as a result of your mailing.
These technologies come as one package, priced by mail list quantity, so you have a clear upfront cost regardless of how many people interact with each enhancement. It’s a way to save time, manage costs more predictably, and gain real omnichannel insight into how your direct mail campaigns are performing.
Let’s Talk About Your Next Campaign
If you’d like to see how doksync could enhance your direct ail results, contact us to get started.
