Custom Audience

Increase Your Direct Mail Conversion Rate by Retargeting Callers

If you currently run Direct Mail Campaigns you might already be experiencing a good response rate. According to The Direct Marketing Association (DMA), direct mail receives a 4.4% response rate when compared to email which receives a mere 0.12% response rate. But how do you turn your respondents into paying clients? How do you increase Direct Mail conversion rate without breaking the bank?

In this short article, we will discuss how you can take your Direct Mail Campaigns to the next level by retargeting respondents that called in after receiving your offer.

Increase Direct Mail Conversion Rate by Retargeting Respondents Who Called In

By leveraging Facebook Custom Audiences, you can retarget prospects that called in after receiving an offer by my mail.

If you are already collecting caller data as leads call in, creating a custom audience on Facebook is very easy.

You can learn more about manually creating Facebook custom audiences here.

Once you have created a custom audience on Facebook you can then create highly relevant display ads to retarget your Direct Mail respondents.

Alternatively, you can fully automate the process of creating and updating segmented Facebook custom audiences by using Zigglio.

With Zigglio, all you need to do is purchase local or toll-free phone numbers to be used in your Direct Mail campaigns and Zigglio will automatically add callers to your Facebook Custom Audience so you can retarget your callers.

How Does Zigglio Work?

Each time you receive a phone call from a prospect, Zigglio does an advanced caller ID lookup for the caller and then uses that data to automatically update your Facebook custom audience.

This method of updating custom audiences in near real-time allows you to stay in front of your respondents even after the call has ended.

If you already have campaigns running with existing phone numbers, all you need to do is forward calls to Zigglio and those calls will be immediately forwarded to any target number you set.

Now you can display highly relevant display ads to your prospects while they are still in buying mode.

Conclusion

You can extend the reach of your direct mail campaigns by using Facebook Custom Audiences to create segmented lists for retargeting. This process can be easily automated by using Zigglio to create and update your custom audiences in near real-time.

Would you like a demo of Zigglio? Book a demo.

Increase Your Facebook Custom Audience Match Rate by 19%

Social Media provides marketers with unprecedented reach to connect with prospective customers. Estimates have consumers spending as high as five hours per day on mobile devices, with 1 in 5 minutes of that time spent on Social Media. Every second provides an opportunity to leave an impression on a consumer or drive a conversion.

Now that platforms such as Facebook, through their Custom Audience feature, have begun to do the heavy lifting for brands and agencies, it is easier than ever before to execute complex, comprehensive social media marketing campaigns.

It’s so easy, they say, that anyone can do it.

That’s just the problem, though. Anyone can. And everyone does.

Marketing through a social channel is no longer optional – it’s an integral part of any holistic marketing campaign.

Smart marketers like you know this, and more importantly, you are aware that one of the main hurdles towards using Custom Audiences effectively is match rates.

An advertisement or offer is only as good as the number of people who see it. Uploading 10,000 phone numbers only to yield a 50% match rate can be a frustrating (and expensive!) challenge.

Through tinkering and good old-fashioned trial-and-error, the collective intelligence of the Marketing world has discovered that Facebook’s Advanced Matching allows you to increase your match rates (19% on average) by including additional data points to better refine your audience. These data points include:

Email Address
Phone Number
First Name
Last Name
City
State
Country
Date of Birth
Gender

That’s great, you’re thinking, but who has all of that data?

For marketers looking to obtain more customer information to drive increased conversions through Facebook Custom Audiences, there are two main avenues:

1. Ask

Looking for more customer information? Ask for it. While this may seem like a comically simplistic approach, businesses are constantly amazed by what customers will share about themselves when customers truly believe that information is being used to personalize and improve their experience.

2. Enrich

Leverage partnerships with data companies to transform seemingly anonymous identifiers (such as a phone number) into rich customer profiles. This newly obtained information can then be leveraged to build out the type of Custom Audiences you dream of. The best part? Most firms can do this in a real-time or post-batch environment.

But, in the words of Reading Rainbow, don’t take my word for it! Compile some records with some of the above advice and run your own A/B test. Let us know your results in the comments!