Marketing · Personalized ads
The same list, reached twice.
A mail piece that arrives on Tuesday and an ad that shows up on Wednesday are not two campaigns. They are one campaign that a borrower actually notices, which is most of the reason response rates move.
How the two channels line up.
One audience
Ads run against the same targeted list the mail goes to, rather than against a broad demographic guess. The household receiving the envelope is the household seeing the ad.
One offer
The creative carries the same offer and the same next step as the piece in the mailbox. Two different messages from the same lender in the same week reads as noise.
One number
Response routes to the same tracked numbers and the same pipeline, so the campaign is measured as a whole rather than as two line items that each look mediocre alone.
Recognition is doing the work, not reach.
Online advertising sold on impressions is close to worthless for a mortgage shop, because the number of people who will refinance this quarter is small and you already know roughly who they are.
Pairing the channels changes what the ad is for. It is not finding new people. It is making the envelope on the counter feel like it came from a company that exists, which is the difference between a piece that gets opened and a piece that gets binned.
- Audience
- Matched to the mail list
- Offer
- Same as the piece
- Response routing
- Tracked numbers
- Sold on
- Campaign, not impressions
- Access
- Approved companies
Questions we get asked
Can we run ads without running mail?
You can, and we will be straight with you: it is the weaker half. The channel earns its cost when it is reinforcing something physical. On its own it is a small audience seeing an ad from a lender they have no reason to remember.
What match rate should we expect?
It varies by list quality and by platform, and anyone quoting you a fixed figure before seeing your list is guessing. We report the actual matched count for your campaign rather than an industry average.
Who writes the creative?
We do, and it mirrors the mail piece by design. If you have brand requirements or a compliance review process, that gets built into the calendar before anything runs.
Pair it with your next drop.
The cleanest way to see whether it works is to run one drop with ads and one without, against comparable lists.
Or call 480-848-2864