How address correction and Google impact direct mail
Ever since the emergence of online media, marketing analysts have singled out direct mail as the one marketing avenue to be left out in the cold of the digital epoch. However, the truth has been anything but. Online marketing, like email, has indeed proven to be a strong competitor, but the continued strength of direct mail only further underlines the preference customers have for real, tangible marketing that direct mail presents.
Still, direct mail marketers would be blinded by tradition if they refused to incorporate any element of online marketing into their campaign. Direct mail itself provides the solid basis for consumer engagement, but aspects like personalized URLs, QR codes and social media have all been found to be extremely useful when crafting a direct mail strategy. Now, marketers have even more options to bring their direct mail into the 21st century through technological advances like address correction and Google Remarketing.
Google's push to direct mail
Google has been invaluable to online-only marketers. Nearly everything runs through Google's all-powerful search engine, but until recently, the company has been perplexed on how best to enter the more real-life arena in which direct mail marketing resides.
However, never count Google out, especially after the tech giant recently launched a new offering that specifically helps direct mail marketers keep customers' attention even after they are done reading the direct mail or visiting a website.
Google Remarketing is the company's latest marketing expansion and works by synergizing direct mail and online efforts. It works like this: A business adds a Google Remarketing code to its website. When a recipient heads to a website as dictated by the direct mail's call to action, but leaves before taking that desired action, Google displays a specific follow-up ad as the prospect continues to surf the web.
Address correction another tech upgrade to direct mail
Despite Google's dominance in all things technology, integrating new digital innovations in direct mail does not end with its new Remarketing strategy. Direct mail marketers can further streamline their campaigns by using address verification software, an advancement in technology that marketers would be unwise to ignore.
By housing complete and accurate databases of customer addresses, the software ensures that marketers will not lose a prospect because of poor delivery logistics. But using address correction to enhance efficiency through new technological means presents marketers with a whole new world of direct mail.