Online advertising campaigns (including Facebook and Instagram) often suffer from imperfect targeting, creating a lot of wasted marketing budget. On the other hand, direct mail offers the advantage of near-perfect prospect targeting. In Spring of 2018, two Lawn Doctor franchises tested the impact of adding targeted banner ad placement, reaching the exact same households as their direct mail program.
Direct Mail + Target Online Banner Ads. Starting with an identified mail list, IP address and smart device ID’s (mobile) were mapped to the mail list. This mapping enabled online ads to be delivered ONLY to the mailing list, creating an additional online touch to direct mail. Targeted online ads were served to homeowners on the mailing lists one week prior to the letter packages arriving and continued running two weeks afterwards.
The impact of testing targeted banner ads in combination with direct mail demonstrated an 11% - 44% lift in sales compared to direct mail alone.