It’s critical to understand our tag and how it functions. Many clients will ask “How do you actually get the addresses?” and the answer should help explain why this solution is better than other alternatives, and give them the confidence to move forward.

What the tag does:
The tag not only reveals the traffic that is already coming to a website but also how many of those visitors we can match to a mailable address, referred to as an “Addressable.” The tag itself is a simple line of javacscript code. It’s lightweight and asynchronous, so it doesn’t affect site speed. We recommend our tag be placed in the footer or header of a website to get a full picture and help devise a more complete strategy as to how to target and set parameters for the program.

For example: if the tag is not on every page, it will limit your ability to filter by the number of pages visited. Also, if there are certain visitors you need to exclude (like My Account page), the tag has to be on those pages.

How the tag works:
Our tag placed on a website uses a 1st party cookie that connects a visitor to one of over 1,800 companies that make up a proprietary data network*. When there’s a match to a name and address, that visitor is counted as an “Addressable,” and their mailing information is passed back. Our match rate to Addressables is up to about 50%. The match rate will vary by website, and we’ll know the match rate when we set the tag.

 *This network comprises businesses like financial, wireless, online subscriptions, and more.