SiteChaser

Programmatic Direct Mail

Personalized, Automated Direct Mail Marketing to Abandoned Web Users

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SiteChaser | Automated Direct Mail

A Direct Mail Retargeting Solution for Programmatic Advertising and Site Abandonment


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Programmatic advertising using direct mail tactics to target your anonymous website visitors

With SiteChaser we capture the IP address of your visitors, match the IP to their home address and send a direct mail piece. They don't have to log in, submit a form or anything. The visitors to your website have already shown an interest and have been browsing on YOUR website. Our SiteChaser technology allows us to identify the physical, real world location of that traffic based on their IP address and then fire off a pre-planned direct mail piece campaign to them (typically within 24-48 hours). 

Why It Works | Personalized Direct Mail

By utilizing programmatic advertising with a direct mail platform, it allows us to look at the specific pages of the customer’s online buying journey and send an automated personalized direct mail piece with the exact type of products that were viewed. It is a highly optimized and efficient option to increase conversion rates based on real-time online data.    

Direct mail has been one of the most successful ways to market for decades. Now that web users and spam blockers have made banner and pop-up ads less powerful, mail continues to be a powerful way to reach customers. Read more about the history and future of direct mail retargeting in the Forbes article Direct Mail Retargeting: Evolution And Overcoming Obstacles

Site Abandonment and Various Triggers

You put enormous investments into the design, functionality and messaging behind your website, and for the most part, it’s working. Your conversion rate is generally strong, your ROI is positive and things are moving in the right direction. There’s just one thing that really sticks in your craw: the number of people who disappear without completing a transaction. For marketing departments, site abandonment is perhaps the most difficult problem to overcome. 

What happened? Why is site abandonment happening? How can you ever convince that person to return to your website? The bottom line is that these people are extremely valuable leads. For at least a short time, they were ready to make a purchase. Their site abandonment doesn’t mean that they’ll never buy from you, but they may need reminded about your product or service. 

That’s where SiteChaser comes in. We can capture their IP address, append their home address and send them a targeted mail piece that will encourage them to come back to you and make that purchase. 

It’s called Direct Mail Retargeting and it works. When you work with Early Express, site abandonment is not a lost sale, but rather an opportunity to continue the process with another highly specific step.

Direct Mail Retargeting and Marketing

SiteChaser takes what we know about a browsing customer and uses it to decide the mail piece most likely to result in a sale for the companies we work with. Typically, software in general creates a system where email addresses are collected in exchange for a sale price or a bonus item and then stored in a digital mailing list. With website retargeting, your online shopping visitors, whether they actually follow through with a purchase or abandon items in a cart, will see banner ads featuring these items in future web searches. The same information can be used to create direct mail with a higher response rate than banner ads. Direct mail marketing will offer items like announced sales and frequent purchase programs to people who already have visited your store. Read our "What is Programmatic Direct Mail Marketing" blog here.

Common Questions

See some common questions and answers below, or call us at 937-223-5801. 
  • Does my website have enough traffic to work?

    The website needs at least 6,000 unique monthly vistors. Our append rate usually is at least 20% of total website traffic. 

  • Who will receive the mail piece?

    You’re in complete control, whether it is based on particular pages they visited, based on proximity to specific office/store locations, if they abandoned a cart.  We can adjust the targeting triggers monthly or quarterly to remain focused on your current prospect. 

  • What piece format is available?

    Our most cost-effective solutions are custom postcards and self-mailers. However, if you have a specific piece in mind you can have us create, manage and send any type of fanciful, high-impact mail-piece you could imagine. 

  • Can we design our own mailers?

    Yes, you can supply artwork or we can design with you. 

  • Will this be a co-branded mailing with other offers?

    This is your mail piece, and your lead. We are only promoting your specific offer and message on the mail piece.  We do not sell, transfer or promote any other brands with this IP targeted information.

  • Can the mailer be variable based on what page they visited?

    You bet. It can be as simple or as complex as you need. If you need us to drop in variable images and text to personalize each mailer, we’ve made variable data projects our area of expertise.

  • What is direct mail retargting?

    Direct mail retargeting uses a direct mail advertising piece to retarget people who have visited a website. 

  • Would businesses be included?

    We can include or exclude business addresses. typically we exclude businesses as we do not know which person in the business was looking at the products. 

  • Can I get all of the people on the site?

    No, because we eliminate:


    1. Any foreign and non-human (bots) traffic.

    2. Consumers who have opted-out.


    Current Match rates are around 70%

     

  • Can we track who is converting?

    Yes, we can run a report of the people we have mailed to and compare to a supplied list of people who bought recently.

  • What is the conversion rate for direct mail retargeting?

    The conversion rate for direct mail retargeting typically sees as least a 2% conversion rate and rates seen as high as 18.5%

  • Does this program comply with internet privacy laws and PII

    We have systems in place that keeps you connected with these ideal prospects without revealing their personal information and can assure you it is all perfectly legal.

SiteChaser Program Case Study

A national health and wellness company deployed additional marketing efforts to increase their sales. 

Using our SiteChaser program: 

  • Placed a tracking pixel on their website
  • Appended a mailing address for each prospect. 
  • Sent a direct mail piece with an offer to encourage these prospects to convert
  • A control group was omitted from the mailings and we identified a significant lift when comparing sales.

Return on Ad Spend (ROAS) for this campaign was over 1,900%

Benefits 

Target real people not bots

Estimated 50% of internet traffic is fake. We take IP addresses and turn them into home addresses of real people 

Pixels not cookies

Cookies are being blocked more everyday. We use a tracking pixel instead of cookies. The pixel allows us to append verified people.

Already warm leads

Visitors on your site are already interested in your products. Focus spending on people likely to buy. 

Targeted direct mail ads

Direct mail has a much higher open rate then other digital avenues. The ad can be specified for what the visitors are looking for.

More Automated Direct Mail Case Studies

Upholstery
University

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