NMP - May 2018 - 78

special focus on IT'S ALL ABOUT MARKETING a special focus on IT'S ALL ABOUT MAR

Combine Direct Mail and Digital
Marketing Campaigns for Maximum
Response
By Michelle B. Peel

targeted across multiple
devices. We often target the
same people at the same time
via multiple channels. Direct
mail can help ground and
anchor all these
communications, with digital
marketing channels driving
message reinforcement.
Savvy mortgage originators
are using data to create
relevant, one-to-one
messaging that attracts and
acquires potential applicants.
Data-driven direct mail used in
an omnichannel marketing
campaign that involves multiple
touchpoints, including e-mail
and digital channels, can drive
an increase in leads and loan
closures.

t's 2018. Why should
tech-savvy mortgage
originators read about
direct mail marketing
when their goal is to be
disrupters? Isn't direct
mail a vintage, retro marketing
approach?
The truth is, in an age of
complex marketing noise, a
well-executed direct mail
campaign may actually be a
tech-savvy marketer's best
friend.

I

MAY 2018 n National Mortgage Professional Magazine n

NationalMortgageProfessional.com

78

Why use direct mail?
it separates the signal
from the noise
Direct mail is a disrupter
because it separates the signal
from the noise for your
customer acquisition efforts.
Amidst all the marketing
noise-we see thousands of
sales messages a day, many of
them online-direct mail is the
signal that breaks through and
acts as a call to action. Direct
mail is there when your
prospects get home. Direct
mail is targeted. Direct mail
provides real estate to tell your
story. Direct mail receives a
response that is far greater
than other channels.
In fact, direct mail
outperforms all digital channels
combined by nearly 255
percent. As highlighted in the
Data and Marketing
Association (DMA) 2017
Response Rate Report, direct
mail achieves a 5.1 percent
response rate when using a
house list. In comparison, no
single digital channel achieves
even a one percent response
rate-with email at 0.8 percent
response, paid search at 0.6
percent, social channels at 0.4
percent, and online display at
0.2 percent.
Mortgage originators
understand the value direct
mail provides and use it
accordingly. Over the past
three years, mortgage-related
direct mail volume increased
by 44 percent, from 204 million
pieces in the first quarter of

"Over the past three years, mortgage-related direct mail
volume increased by 44 percent, from 204 million
pieces in the first quarter of 2015 to 294 million pieces
in the first quarter of 2018."

2015 to 294 million pieces in
the first quarter of 2018. The
mortgage sector (including
purchase mortgages, reverse
mortgages, home equity lines
of credit, and home equity
loans) mailed nearly 1.2 billion
direct mail pieces in 2017.
According to the DMA,
financial services companies
are the heaviest users of direct
mail. In fact, in 2017, financial
services accounted for 47
percent of all direct mail
volume in the U.S., according
to market research company
Mintel Comperemedia.
Direct mail's role in
omnichannel mortgage
campaigns: The new "It"
We've all heard about the value
of omnichannel marketing
campaigns. We also know how
direct mail is a proven

acquisition tool. So it stands to
reason that mortgage
originators can get excellent
results when they combine the
advantages of direct mail with
the advantages of digital
marketing channels. Direct mail
brings a very high degree of
reach-more than 80 percent
of direct mail is opened,
there's more space to tell your
story, and it can bring to bear
a high degree of
personalization-all of which
contributes to a high level of
response. On the digital
marketing side, advantages
include low cost and the ability
to exercise greater frequency-
and the ability to get a
campaign up and running
quickly.
The marketing landscape is
fragmented, and potential
mortgage applicants can be

Tips for synchronizing
direct mail and digital
mortgage marketing
campaigns
Where do you start? How do
you synchronize direct mail
with digital marketing
campaigns? Your direct mail
provider begins by setting up
and receiving a data feed from
the USPS with the Intelligent
Mail barcode. This proprietary
API feed enables your
marketing agency to target
digital ads to the day mail
arrives in-home. The direct
mail contact file is uploaded
and matched to various online
cookies, IP addresses, and
Facebook IDs. Contacts that
are matched with both a postal
address and a virtual footprint
become the treatment
audience. Typically, one would
set up a test that involves a
direct mail holdout only, as
well as test cells that receive
both direct mail and a
Facebook or display ad.
Depending on the media
purchase, the potential
mortgage applicants might
receive a direct mail touch and
then multiple digital
impressions over the next 30
days, usually at least once a
day. Consider these specific
ways to integrate direct mail


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