Common patterns can help you select pages (URLs) to target.
All targeting is based from the URLs on your site. Whether you have 5 or 5,000 pages, planning the program starts with identifying interested prospects based on the pages they visit.
Someone visiting multiple pages on your site show much more intent than those who visit the home page and leave. If your site gets less lower traffic (less than 100 visits per day), you may consider anyone visiting multiple pages an opportunity.
For larger trafficked-sites, programs might only focus on a few pages that reveal the most intent. For smaller trafficked-sites, it might be best to mail to everyone visiting and not get too granular with the targeting
- Is the number of total addressables to the site (at left) vastly different than the numbers on the “Top 40 URLs” (at right)? If so, then it’s probably a lot of visitors going to the home page and then leaving.
- Is there a /cart and a /check-out page showing conversion? What do those numbers show in terms of the differences between them? That helps to reveal the abandoned carts and what kind of opportunity there is.
- Do specific product pages get more traffic than others? This could help with some of the targeting
If your site gets higher traffic, in addition to visiting multiple pages there are also common pages clients typically target:
Ecommerce and Retail
- Highest margin products
- Seasonal pushes
- Overstocks or clearing inventory
- High re-order rates or subscription
This could be an entire line of products under one category (Hockey, Interior Lighting, Used Cars, etc.). Some businesses have an entire group of products they target, and mail to all visitors of these pages in this group.
Whether visitors have placed items in a cart, or started the checkout process and didn’t complete the order, checkout pages are high value targets because these visitors are showing a higher intent-to-buy. If you already have an abandoned cart email program, the majority of those still remain unconverted. Adding postcard retargeting to these visitors provides a stronger overall lift in conversion.
Consumer retail brands will most likely have a clear “conversion URL,” meaning the final page at checkout when a customer buys. As you assess opportunities you’ll want to pay attention to how we will be able to track the actual conversion of an online visitor for the performance management.
These types of websites are going to be different than ecommerce or retail. Your site might be purely informational, or be used to generate leads. Your goal may be to have a visitor request a quote, schedule an appointment, complete a lead form, etc.
The visitors who don’t complete those actions are usual targets for these kinds of websites. For higher-trafficked sites, certain pages might show more intent and interest (this could be Pricing page, etc.). For lower-trafficked sites, you might consider mailing to anyone visiting 2+ pages as a good opportunity.
Your Account Manager can help you assess the best approach for your business and program once the tag is placed.
Goals for organizations might be different than for other businesses. NonProfits might focus on donor programs, promoting events and galas, etc. Education sites often focus on Admissions, Course Information, or Alumni events. Trade Groups might be concerned about membership and outreach.
For these sites, selecting the pages that focus on these actionable goals help you target the right visitors.
B2B websites can fit into any of the above types. These are often longer sales cycles and higher average order values, making direct mail a more appropriate marketing channel.
One of the advantages for B2B is that the match process identifies the home address of the visitor. From our experience, the cards are more likely to be delivered and read in the home, versus in a business environment where they might get lost or screened out.
After setting your Targets to Include visitors, plan which visitors you should Exclude.
It’s rare that a client will want to mail to everyone visiting their website. So in addition to identifying which visitors you want to reach, these optional parameters can help you refine the program to meet your specific business goals.
Suppression of existing customers will focus a program on acquisition and reactivation.
While we match to both existing and new customers visiting your website, your marketing programs may only be focused on acquiring new customers. If that’s the case, you can submit a list of addresses of your existing customers to be used as a suppression file. You can always replace this file as your customer base grows.
If you do choose to suppress existing customers, we generally don’t recommend going past 2 years (your timeframe may be shorter). That’s because while this program helps you convert new customers, it also works well at reactivating prior customers. Your Account Manager can consult with you about what would be optimal for your program.
Your business may only service local areas or be licensed in certain states, and require a geographic boundary for the mailings. We have several options for mailings being either included or excluded based on these parameters:
- ZIP Codes – if your business services only local customers or has specific service areas or territories, you can use a list of ZIP Codes to limit where the cards mail.
- Radius – we can pull a list of Zip Codes based on a distance from a single address or even multiple locations.
- States – instead of ZIP Codes, you can also use States as a boundary.
Includes versus Excludes
Most of our programs with geographic parameters are built with inclusion boundaries (eg., “mailing includes ZIP Codes within 50 miles of a location”). In some situations it may make sense to have exclusion parameters instead (eg., “exclude Hawaii or Alaska”). A program can have one or the other, but not both.
Most businesses have some kind of conversion page. This could be the /thank-you or /confirmation page after an ecommerce checkout experience. Or, it could be a thank-you page after a lead form is filled out. When a user has been on this page, they’ve converted. The conversion page URL is one asset that we need from you when we begin the program because we will automatically suppress mailings to anyone who has visited that page. We also use the conversion URL to track performance by identifying users who’ve received a card and then returned to that page. More about this in the Performance section.