{"id":8440,"date":"2024-08-15T11:00:57","date_gmt":"2024-08-15T11:00:57","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/audience-targeting-is-direct-mails-top-advantage\/"},"modified":"2024-08-15T11:00:57","modified_gmt":"2024-08-15T11:00:57","slug":"audience-targeting-is-direct-mails-top-advantage","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/audience-targeting-is-direct-mails-top-advantage\/","title":{"rendered":"Audience targeting is direct mail\u2019s top advantage"},"content":{"rendered":"


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Marketing research consistently shows that accurate audience targeting and relevant lookalike modeling leads to higher audience engagement and, ultimately, greater conversions. The challenge, however, lies in obtaining permissioned data sources that offer insights into an audience\u2019s habits, preferences and behavior.<\/p>\n

Enter direct mail.<\/p>\n

The 2024 Direct Mail Marketing Benchmark Report<\/a> found that quality audience targeting is the primary advantage of mail, according to B2B and B2C marketers. This is a substantial rise from fourth place in the 2023 survey. Experts suspect the jump reflects marketers\u2019 increasing appreciation for mail and offline data as a reliable prospecting and reach tool \u2212 a strong alternative to digital targeting methods where data privacy concerns continue to gain prominence. <\/p>\n

Targeting precision = profitable growth<\/h2>\n

Direct mail excels at audience targeting. The high-quality and permissioned data sources used when building audience models enable marketers to identify and reach prospects that look like their best customers. Detailed, individual-level transactional and intent data allow for highly accurate predictive modeling. Marketers can continue to scale campaigns and discover high-potential audiences as new data sources are introduced and variables are transformed.<\/p>\n

These hyper-targeted campaigns push mail\u2019s return on investment above today\u2019s most popular digital channels.<\/p>\n

Here\u2019s a not-so-secret, secret: direct mail\u2019s audiences can be onboarded to digital environments.<\/p>\n

Expand digital\u00a0reach and campaign effectiveness with offline data<\/h2>\n

Third-party cookies are a key ingredient in effective digital campaigns. Although Google recently announced a less than cookieless future, ad experts suspect the industry will continue to search for alternative solutions. Identity resolution and conversion tracking have already been weakened, prompting lower conversion rates and increased customer acquisition costs in digital efforts.<\/p>\n

Over the past few years, digital marketers tested various solutions to the audience targeting and performance reporting dilemma, including direct mail\u2019s offline data. Through a deterministic identity graph, offline audiences can be linked to online identities, without the use of third-party cookies. This allows marketers to deliver relevant ads across digital platforms to an explicit audience.<\/p>\n

Accurately measure campaign performance<\/h2>\n

Another notable shift in the marketer data from 2023 to 2024 was the rise of \u201ceasy to track attribution and performance metrics,\u201d which jumped from the fifth position to the second-highest advantage of mail.<\/p>\n

Just like in the direct mail channel, the rare benefit of onboarding audience lists into digital environments is that you can accurately attribute specific actions or purchases back to a targeted individual. This prospecting strategy also eliminates wasted impressions and programmatic ad fraud concerns.<\/p>\n