For the next few minutes try to forget everything you know about creating or buying lists for direct mail marketing. What we’ve built is so radically different that it’s impossible to compare the traditional route.
Digital marketing starts with the web. Inbound marketing of all kinds apply: social media, content marketing (owned or otherwise), AdWords, email marketing, etc. They’re all designed to push potential customers to action. Get them to the site, then use your best efforts to funnel them to conversion.
In fact, many direct mail pieces are simply “paper” inbound marketing. They’re designed to get consumers to a website for online purchasing, quotes, or for more information. Really, it’s like physical email with a hook or call to action.
All of these tools and techniques require targeting. The marketing lists may be existing customers (they’ve purchased before), leads (purchased using filters of all kinds: gender, age, race, income, zip code, and hundreds of others), or they may be prepackaged lists for a given industry interest: home repair, remodeling, finance, real estate, and just about anything else you can imagine.
Now there’s a better, more modern way to build a marketing or direct mail list. It’s an incredibly simple concept called “intent.” It combines now traditional inbound marketing (unique visitors to your site are the result) and retargeting. But not online/digital retargeting—everyone does that, this is offline retargeting!
The best way to describe it is to give you a concrete, step by step example.
After BOOST is installed (it’s installed just like Google Analytics, and conveniently there’s no credit card required to get started :), every visitor to the site will be prompted for their location.
If the user allows their location to be shared (about half do), and the location meets our criteria (about 10% of total uniques will), an address like this will be added to your BOOST powered mailing list:
123 Prospect Street
Dallas, Texas 75201
If you have 1,000 unique visitors, BOOST will (on average) provide about 100 address, just like this one. If you have 1,000,000, we’ll provide about 100,000. They accumulate over time too, so imagine how large those numbers could be in six months.
The address itself is a valuable piece of marketing data. We know for a fact that someone in this household visited your website. It’s not a guess, a wish, or a hope, like traditional mailing lists. It’s fact, backed by gigabytes of log data, GPS, and other patent-pending magic.
What makes BOOST a revolution in mailing list generation though is its approach to targeting. Sure we know someone visited your site, and we have their address too, but we also know which pages they visited on your site, on which dates, and how many times.
Let’s use a shoe retailer as an example. Let’s say BOOST provided the address above and the following page view data:
123 Prospect Street, Dallas, Texas 75201
What would you say the person in this house is interested in? It’s very easy to see now that a one-off postcard sent with the following messaging would be infinitely more impactful, meaningful and relevant to the person in that household:
“Cole Haan has a luxurious pair of shoes just for you. We have community favorites like ZeroGrand Oxford and of course the Hayden Bootie. Shop now and save 15% off with the code SAVE15”
Include photos of the shoes and a note saying this offer is for those that demand the best in quality and style. Hand address it, and sign it.
Never before has this been possible, and it’s available to you for just $1 per address. Volume discounts are available for more than 500 addresses per month. If you’d like to try it, we don’t require a credit card, and the first 25 address are on us (FREE).
Give BOOST a try, and it’ll change the way you market your business.