If you missed part one of our series on becoming a more effective digital marketer through Programmatic Direct Mail®, you can check it out here. In our last installment, we discussed acquisition and retention and how never the twain shall meet. Here in part three we explain the difference between the two basic types of Programmatic Direct Mail® campaigns: “Always On” and “Pulse.”Always On
“Always On” is pretty much what it sounds like. It’s a standing offer that’s set up to go every time under certain conditions — an abandoned cart, for example.
Cart abandonment is one of the most frustrating situations for a brand. A prospective customer not only visited your site but also had enough interest to take the first step toward making a purchase: placing your product in a cart. But for whatever reason they didn’t close the deal.
As a brand, you can lament these near misses or you can try to convert them to confirmed hits. With PebblePost’s Programmatic Direct Mail®, for instance, you can send cart abandoners a Programmatic Postcard™ with a promo code. Every time. But unlike digital display campaigns, frequency capping is your friend — and one we hold dear so as not to annoy consumers.
That’s just one example of an “Always On” campaign. Typically, these campaigns have lower volume, but they’re steady and dependable. And over time they can add up to a big improvement in your conversion rate.
A “Pulse” campaign is what most people think of when they consider a marketing campaign. It centers on a precipitating event like a holiday or new product rollout or other special occasion like a back-to-school sale. Brands typically allot the ad budget across multiple channels for Pulse events. Programmatic Direct Mail® is ideal for these types of seasonal and special campaigns.
At PebblePost, we work with brands to drill down on their pulse marketing efforts to try to make them more effective. If you’re directing people to your website as part of a Fourth of July sale campaign, how equipped are you to make the most of that traffic?
Remember, those visitors aren’t prospects who happened upon your site by accident. They came with a specific mindset, and you want to make sure you use every technique available to get the most out of that surge in motivated consumers. PebblePost Programmatic Direct Mail® is a highly efficient and super effective tool to help you accomplish that.
Or try a combo platter
At PebblePost, we emphasize that there is no single approach that works across the board for every brand and every campaign. And “Always On” and “Pulse” campaigns aren’t mutually exclusive. For some brands, a base layer of “Always On” Programmatic Direct Mail® combined with a couple of “Pulse” Programmatic Direct Mail® campaigns a year might be the way to go. Again, it all depends.
The traditional marketing funnel is in need of a rethink. Why settle for an inefficient approach that reduces a flood of prospects to a trickle of conversions? With Programmatic Direct Mail®, we would rather narrow the top and widen the bottom. Our goal is less to create a marketing funnel than a marketing filter.
To learn more about establishing an even finer filter, stay tuned for our next installment on “How to Close the Deal with Programmatic Direct Mail®.”