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Direct Mail for the Digital World

Introducing OptiMail, a new way to boost the ROI of your direct mail campaign by expanding your marketing reach through six coordinated digital features.

What is OptiMail?

OptiMail is a marketing-based solution that seamlessly tracks the effectiveness of your direct mail campaign while enhancing results through the integration of digital platforms like Google, Facebook and Instagram.

Here’s How It Works

OptiMail extends the life of your direct mail campaign through multiplied exposure to your target audience. 80% of sales are made between the 8th and 12th contact. OptiMail adds an additional 8-12 touches to each direct mail recipient, significantly enhancing your results.

Optimail’s 7 Integrated Digital Technologies:

SocialMatch

We pre-match your mailing list to social media accounts and deliver your ads to those people before, during and after your mailing!

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Right now, your messaging is delivered only to your mailing list. By using SocialMatch, OptiMail can deliver the same message from the mailing to your target audience’s Facebook and lnstagram accounts, turning a single mail piece impression into multiple impressions.

Key Features

  • SocialMatch is a 14-day program that begins on the mail date.
  • Add a contact point and help your target market familiarize themselves with your brand/offer before the mail hits and before they even visit your website.
  • Track reach, ad displays and clicks for your campaign.

Benefits

  • Maximize the use of your mailing list.
  • Help people from your mailing list familiarize themselves with your brand before the mail hits.
  • Generate thousands of additional social impressions when you show your audience online ads, even without them visiting your website first.

Mail Tracking

Track your mail all the way down to the per-piece level.
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Mail tracking now offers state-of-the-art features that normally cost hundreds or even thousands of dollars per month.

Key Features

  • Track mail right down to the individual addressee/individual.
  • Fully integrated with Informed Visibility® and displayed graphically with Google Maps.
  • Exportable reporting by city, state and zip code.
  • Want to know if a certain individual received their direct mail piece? Search by name!
  • Offers secure access to essential postal delivery data.

Benefits

  • Measurability of your direct mail delivery rates.
  • Confirmation of in-home/business delivery dates.
  • All reports and details conveniently accessible from your user dashboard at any time.
  • Be prepared for new calls and online leads!

Informed Delivery®

Increase ROI by putting your mail piece in the digital and physical worlds simultaneously.
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This USPS feature allows recipients to receive a digital preview of their scheduled mail. The digital preview includes grayscale images of the mail pieces you’re soon to receive – giving you another opportunity to drive conversions.

Key Features

  • Enhance your mailing piece by:
    • Adding a full-color ad next to the grayscale preview of the mail piece.
    • Including interactive content.
    • Implementing a link to your website increasing ROI.
  • Track emails sent, opened and ads clicked.

Benefits

  • Add another impression before your direct mail piece even reaches the recipient.
  • When someone clicks on the ad linked to your website, a cookie will be placed on their browser and on their Facebook profiles. Our online follow-up and social media follow-up features will immediately start working for this user. Even if they initially exit your website without taking action, they’ll see ads attracting them back to it – all over Facebook, Instagram and the Google Display Network.

Call Tracking

Call Tracking Seamlessly track the effectiveness of your campaign by tracking and recording every call that comes in as a result of the mailing.
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With call tracking, you get a local or toll-free number for each direct mail campaign. Every call that comes in will be tracked and recorded.

Key Features

  • Visually stunning display isolating each caller on Google Maps.
  • Downloadable reports on all calls and caller demographics.
  • Secure access to incoming calls and recordings.

Benefits

  • Full demographic data on each caller including full name, address, business or residential number, gender and age, and device.
  • Because every call is tracked and recorded, you can listen as well as refer to recorded calls for training and quality assurance.

Online Follow-Up

Increase conversions by pairing your direct mail campaign with the Google Display Network.
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If a prospect leaves your website without taking action, your ads will show up through the Google Display Network directing them back to your website.

Key Features

  • When one of your direct mail leads visits your website, a unique cookie is placed on their browser so Google can identify them as a website visitor.
  • Your new leads are funneled into an automatic follow-up system using the Google Display Network. Display ads matching your campaign’s design and offers follow your website visitors around the internet after they leave your site.
  • Track the number of unique website visitors, ad displays, and clicks for your campaign.

Benefits

  • 96% of website visitors leave without taking any action. With retargeting, the percentage of users who return and complete the conversion process increases to 26%.
  • Website visitors who are retargeted with display ads are 74% more likely to convert on your website.

Social Media Follow-Up

Increase conversions by pairing your direct mail campaign with Facebook and Instagram!
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Social Media Follow-Up is similar to Online Follow-Up. It offers you the opportunity to follow a user not only across the Google Display Network, but also through Facebook and lnstagram‘s ad network.

Key Features

  • A visitor of your website gets a unique cookie assigned to their browser once Facebook and lnstagram identify them as an active user. (NOTE: Their data is confidential and their information is not accessible to ensure online privacy)
  • When the user logs into Facebook or lnstagram, they will be shown an ad from your campaign right in their news feed, where they’re more likely to interact and view the ad.
  • Track the number of unique website visitors, ad displays, and clicks for your campaign.

Benefits

  • Social media is a dominant digital platform. 92% of people access social media daily and 68% visit multiple times per day.
  • The average person spends 3-4 hours per day on Facebook and Instagram alone.
  • Re-engage your website visitors with multiple impressions of your ad on their Facebook and Instagram news feeds.

LeadMatch

Track and record all website visitors as a result of your mailing and mail to website visitors who came not as a result of your mailing.
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You never knew who came to your website from your mailing…UNTIL NOW! OptiMail has an advanced measurement solution able to track and record exactly who visited your website as a result of your mailing, regardless of whether or not they took an action. In addition, LeadMatch gives you the opportunity to mail to website visitors who came not as a result of your mailing.

Key Features

  • Get a list of who came to your website from the mailing list and what actions they took.
  • Mail to unique visitors who came to your website who weren’t on your mailing list.
  • Match your website visitors back to a postal address.

Benefits

  • Identify anonymous website visitors.
  • Never guess again how effective your direct mail campaign was.
  • Tailor your message to visitors depending on what actions they took.

Campaign Calendar

Your campaign now goes beyond direct mail. With SocialMatch, Google and social media follow-up, your digital campaign starts on your mail date.
See Example Calendar

Ready to integrate direct mail with digital marketing and effortlessly track its capabilities?
Let us show you how OptiMail can work for you!

Ready to work together?

Today’s buyer journey is anything but a straight line. To convert valuable prospects and customers into loyal partners and advocates, it takes an expert.