General questions about the program
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.
How many cards/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.
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 range from 1.5% to as high as 5% and 6%, with ROAS case studies showing 9x and higher.
Who owns the actual list of website visitors?
No one. Due to privacy and compliance best-practices, neither us or 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 you 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?
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.
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.
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.
So 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 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.
Can I just test this out first, or do I have to commit to a certain amount or timeframe?
A test is ideal. We recommend that you begin with a budget that’s comfortable and appropriate for your web traffic. A good, solid 90-day test is ideal, but it can go shorter or longer. We’ve found that when clients opt for a 30-day test, they then commit to another 2 months, and keep it as an ongoing program.
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.
How are you tracking response rates?
We track return-to-site visitors and conversions via our online dashboard, and we also perform matchback analysis for you 45 and 90 days from the launch of the program.