Modern iO | Frequently Asked Questions

How do you get the mailing addresses? Is this done by IP Address matching?

Our methodology to match mailable addresses is actually more reliable than using IP matching. Ours is a sophisticated, proprietary, cookie-based approach that tags individual devices to a network of online subscription data.

 

What are the steps and timeframe to get set up?

All-in, we can get you up and running in about two weeks. This depends on how quickly you want to put the tag on and how the creative is developed..

  1. The first step is a FREE, No Obligation set-up where we send the tag for you to put on your website. We just email the line of code for you to place on your website. We collect data for 8 Days to find out your web traffic and the mailable addresses from those visitors.
  2. Once we have the average daily/weekly total of potential mailings, we’ll prepare the budget. During those 8 days, we recommend that you prepare creative, with a great offer. We’ve found that as soon as clients see how many people they can mail to, they want to get started as soon as possible!
  3. Once the budget and volume is established, we can begin. We’ll schedule a “Launch Date” to begin the program and cards will get mailed on the next business day. So they flow out daily.
How many cards per day are actually mailed?

This absolutely depends on the traffic and actual match rate to mailable addresses, which averages about 50%. For example, if you average about 10,000 unique visits/month, it’s a max volume of about 150 cards/day.

What if my traffic and mailing volume changes?

If the daily flow fluctuates up or down, that’s no problem. We designed this for optimum flexibility; you control the budget.

It’s up to you how many cards you want to send, and how you want to ramp up or down the weekly volume. You can start with 25, 50, 100 cards/day, etc., and then adjust as you see the program perform.

What is the minimum number of cards you can send?

What’s great about this program is that there are no minimums. Really. If you’re only mailing a single card per day, we can do it. But, what this gives you is real flexibility with the program. If you have seasonal ebbs and flows of web traffic, the card volume will be the same.

Can I set a cap on how many cards I send?

You bet. Like Google AdWords or Facebook Ads, you can set a cap on the weekly budget. In those cases, we have a ‘not to exceed’ limit with the daily mailings.

OK. What’s the pricing?

Pricing varies from under $0.70 to over $2 per piece, and includes everything: set-up, data collection, printing, mailing, and even postage.

Your price/budget actually depends on your daily volume. As you would imagine, sending 5 cards/day would have a higher per-piece cost than sending 150 cards/day.

Since PPC Keywords can run over $2 per click, and retargeting banner ads are averaging over $0.60 per click, our pricing for a physical response piece is really affordable. We tend to focus on the overall ROI and the weekly budget rather than the cost-per-piece.

What response rate will I get?

Each campaign and business type is different, and a lot of the response rates rides on the offer, call to action, and the messaging. However, we’ve seen response rates as high as 5% and 6%, with ROI case studies showing 4x.
Once we understand your card volume and average order value, we can give you a FREE estimate on what kind of response rate would yield a positive ROI for you.

How are we tracking response rates?

We have four ways to track:

  1. Delivery. We show what % of cards are being delivered in any given day, and send that report to you.
  2. Response via promo codes. Put a unique promo code on the card so folks can enter the code online or bring the card into your storefront.
  3. Unique phone number. We offer traceable numbers that can show you the call volume and response to that specific phone number.
  4. Matchback. This requires some work on your end, but is the most comprehensive tracking method. Matchbacks line up your customer database with our mailed records and “matches back” to see which ones received the mailings. It’s a more precise way to see who actually bought and responded.
Who owns the actual list?

No one. Due to privacy and compliance best-practices, neither Modern Postcard nor you actually own the list. We match the data to the creative and mail out the cards, but the list is never stored, housed, or kept. Nor can we send it back to you.

Can I get a copy of the mailing list?

Unfortunately, privacy laws ban us from being able to give you the actual mailing address. We at Modern are passing the data through and not keeping the data ourselves. No one keeps the data.

However, naturally, all responders become your leads and customers and help build to your House List.

Does Modern Postcard use my visitor data beyond this mailing?

Nope. Your visitors’ data isn’t shared, and it’s only use and purpose is to mail the actual cards.

Are my visitors’ mailing addresses shared to other data networks?

Nope. This is a one-way data stream. The matched mailing addresses flow into the cards to be mailed, and that’s it.

Are there any other privacy concerns I should worry about?

There aren’t privacy concerns, since no one actually owns and keeps the data. We do, however, send you a privacy statement that we recommend you put on your privacy policy. It just notifies your web visitors that they might be remarketed to via mailing. This is commonplace now for sites to have privacy statements about their cookies and the like.

Why can’t you match all of my website visitors??

Based on the available data and network, there simply might be website visitors who don’t have some kind of online subscription that matches up to collect a mailable address. However, each mailable address we do find is incremental to what’s been possible before.

Is this better than other marketing/retargeting?

We believe it augments other programs and has a different purpose. Postcards have a 100% Open Rate, and these are geared to drive response. Other digital retargeting usually drives users to a landing page or another form or website. This is a more direct, physical touch, with a more direct action and outcome.

Is this only matching my CRM leads coming to the website?

This is the great news – it’s NOT just your CRM contacts. The program is designed to remarket to website visitors who have never filled out any forms. These are your unknown web visitors.

Studies indicate that about 97% of web visitors don’t convert. This program is ideal to reach those visitors. So all these mailable addresses and subsequent conversions are incremental touches.

Can I block the mailing from going to my CRM leads or existing customer list?

You bet. It’s a suppression list. If you have a database you’d like to suppress from, just send it to us and we’ll suppress against your existing customer/lead list.

Do you have CRM integration?

Not yet. If this becomes a serious asked-for feature, we can see how we include that in the future roadmap.

Can you not mail to someone who visited the site last week?

You bet. That’s another suppression list. We can set a threshold of what you want to shield – visitors who came 2 weeks ago, one month ago, etc. Typically, customers ask to not mail to visitors who came within the past 30 days. But it’s up to you.

Do you offer any help on the creative?

Yes – and we’re experts at direct-response design. Talk with us about where you need help – either via templates that you can edit, or full creative with design and messaging. We can also offer advice/consultation on your current designs as well. We have a shared outcome in making sure you’re reaching your audience with a powerful piece.

Can I send different creative based on the page my visitor goes to?

Yep. We have clients with a campaign of 4-5 card designs, each one specific to a page on the website. If you have a couple of product lines or brands you market, we recommend that you have different creative for those pages.

I have different pages my customers visit. Can I prioritize which card is sent so they don’t get two different cards or a card representing the last page they visited?

Of course! You decide the priority of the page and related creative. So if you sell ties, socks and belts, and you want to push the ties, then that’s the card your user receives, even if they visit all three pages.

What do you recommend to make the program successful at the start?

First, have a great offer. Remember, these are visitors to your site that have already expressed an interest in your product and services. Most retargeting Facebook ads have an offer that hooks, and this should be no different. A great offer and strong call to action that makes it easy to respond is key.

I’m an agency. What kind of re-seller or white label program do you have?

Our agency program is simple and clean: 15% off the base price (not including postage), and you can sell this to your customers for whatever price you think works for their budgets. You handle the creative, client relationships, etc. We just bill you, and you become a hero for your customer by offering a new channel to their integrated marketing.