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Attribution in Direct Mail

  • On October 19, 2017
  • In blog

Attribution in Direct Mail

Some marketers shy away from attribution

Many assume that as long as sales are happening, it must be working. But is this true? Would your customers convert regardless, or is this an effect of your ingenious marketing campaign? By attributing sales correctly, you can take credit for your initiative and spend marketing budget in the most efficient and effective wayWhile there are several attribution models for online marketing, one question is how you can empirically determine the effect of offline marketing and correctly identify customers converting through offline channels.


One common method for measuring the effect of a direct mail campaign is to use match back.

By looking at addresses associated with a particular sale, the address is then looked up or “matched back” to see if the address has received any direct mail. If they did, then the sale is attributed to that campaign. However, doing this has the potential to overestimate the effect of direct mail by ignoring the influence of any other channel.

Often, customers receive contact from brands through several different mediums, making the influence of each channel difficult to separate. Unique coupon codes can be used, but they are not always redeemed, which can undervalue the effect of direct mail and other offline channels.

Alternatively, time limited windows can be used when a campaign is launched and seen by all customers during a specific period. The time following the launch is monitored for an increase in sales, compared to a previous window before the campaign. However, gone are the days of traditional batch and blast. At Paperplanes, we send programmatically triggered Direct Mail to your customers when it’s relevant for them to receive, so there is no specific window to watch.


A/B Testing

Effectively an A/B test, at Paperplanes we automatically split our customers into two groups. One group receives the programmatically triggered direct mail, while the other acts as our control and receives nothing. By using a control group, we can isolate the effect of the direct mail; eliminating the argument that customers would convert regardless of communication received. Using test and control allows us to find the incremental uplift and prove that direct mail has caused conversions, even if customers have been exposed to multiple channels of marketing.


Take control of your marketing campaigns using Paperplanes

If you’re looking to see a strong ROI and clear conversion rate from your marketing campaigns, get in touch today to see how Paperlanes can help.


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