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February 22, 2016

How to Lift Your Next Direct Mail Campaign with Facebook Ads


Did you know that more time is spent on Facebook than anywhere else online – an average of 35 minutes a day (comScore).  And 20% of Facebook users have purchased something because of ads or comments (Ipsos). Imagine if there was a way to harness the popularity of Facebook and combine it with your direct mail campaigns.  There is a new tool called Facebook Direct Response Advertising that lets you do just that. Below, we’ll tell you more about this multi-channel marketing technique and all the benefits that come along with it.

Facebook Direct Response Advertising was designed to provide marketers with a cost and time effective method to extend the reach of their direct mail campaigns to social media. The best part? Your Facebook ads will only be shown to the contacts on your mailing lists who are active on Facebook.

So, how does it work, you ask?

The process begins with your postal data. A proprietary matching methodology is applied to identify matches among current Facebook users. This specialized process ensures that real people are identified and not just cookies. You can rest assured that total privacy is extended to the individuals within your database. Once the matching is complete, the data is then used to deploy your ads.

Here’s a list of six reasons we think this method of multi-channel marketing is the bees’ knees:

1. Lift Response Rates

You offer is now showing up on Facebook’s desktop and mobile newsfeeds for your targeted audience AND it’s in their mailbox, extending the life of your direct mail campaign and giving you additional opportunities (and channels) for those on your mailing list to respond.

2. Keep Up with Your More Digitally-Responsive Audience:

Some people are just not responsive to direct mail. You now have increased exposure to those individuals that may be more digitally focused.

3. Reach the Right Audience at the Right Time:

Not only is your content showing up on Facebook, but ads will display on your audiences' feed during times where they have shown to be particularly active, increasingly the likelihood that they will take notice.

4. Encourage Immediate Action:

There’s potential for instant engagement online. By adding a call-to-action to your advertisement, you create a sense of urgency to buy.

5. Learn More from Your Results:

 By marketing across channels, you gain valuable insight into what’s most important to your best customers. This will help you make insightful decisions on how to make the most of your marketing budget.

6. Your Ads Appear In The Newsfeed:

 Your Facebook Direct Response Ads will only appear in the newsfeed (as opposed to off to the side like other Facebook ads).  This gives your ad a more “organic” feel but also increases the chances it will be noticed.

You Might Also Like: Integrate Direct Mail & Digital Ads With IP Targeting


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