How can I attribute growth in web traffic to my direct mail campaign

  • On March 5, 2019
  • In blog

How can I attribute growth in web traffic to my direct mail campaign

Online shopping… it’s a whirlwind. Have you ever wondered why certain traffic has visited your site and where they have come from?!

. Sure there might be ways to attribute the source of the traffic but how much insight can truly be taken around the exact prompt or tipping point that resulted in the visit.

You may be familiar with the following scenario; you visited an online store, viewed some items, maybe even put some items in your shopping cart before deciding that it wasn’t quite the right time for the purchase and exited the website. Over the next few hours you get reminded of the basket you left behind and may even receive an email with a discount code. This is a blend of tags and cookies in action. And cookies can provide a good indication not only to what people who visit are looking at but perhaps even what drove them to visit.


What are tags and cookies?

When cookies first appeared they were hit with some negative associations. “These are malicious spying bots by big corporations to spy on my every computer interaction!”

We like to take a different view. As cookies are in fact, little more than a text file containing a unique user identifier and some site information, perhaps details of your preferred language, user location etc they far from facilitate malicious spying.

Tags are essentially snippets of code which create and save the cookie on your first visit as well as searching your browser for the same cookie on subsequent visits. A cookie simply raises its hand as says “It’s me”, whereas the tags are the websites way of pulling the relevant information from the cookie, identifying the user, tracking the user’s interaction with the website and also telling the website which visual content to show (be it ads or something else).


So, what do they give you?

This powerful combination gives marketers a few extra weapons in their arsenal. The information stored in a cookie can be picked up by tags to serve more targeted messaging on your site to encourage a customer into a certain action. You can also use a re-targeting provider to allow your previously ‘cookied’ visitor to be served the same message but on another website to draw them back to you.

Aside from the activation of content, tags are also essential to measure the effectiveness of a campaign. Tags record click through from emails, display ads, Facebook ads etc, giving the marketer an accurate and effective way to measure a campaign’s performance and optimize accordingly.

It doesn’t stop there either. There are many development-driven decisions that can made from tags. How effective is my checkout procedure? Where are people falling out of the sales funnel and why? Which pages are my customers engaging with/bouncing from? All of this data can be used to optimise the website, and in turn, increase conversions. If you can offer a different website experience based on the customer’s behavioural history captured through tags, then you are already well ahead of the curve!


What Paperplanes can give you…

In the examples above, all messages are served up through tags as display ads, emails etc. Whilst this is a great way to quickly catch people after they have left, these channels are quickly become saturated while also facing increasing heavy regulated.

Paperplanes use tags to create dynamically re targeted direct mail (we call this Programmatic Direct Mail), i.e we take all of the real time behavioural data from the tags and use it to create a personalised communication sent into the user’s hands.

By using Programmatic Direct Mail, a brand’s message is getting sent through a platform which is almost guaranteed to be opened and read, how many other mediums can say that? 

But that is not all. Paperplanes can also help brands become crystal clear on attribution. Our tech integration via our tags combines with our holdback controls and detailed insight into customer behaviour to provide a complete view of incremental traffic volume and sales that can be attributed to direct mail. By applying data science to the direct mail channel we can report incremental sales and positive effects from our campaigns with complete certainty. For the first time brands can have absolute reassurance that direct mail is having a difference. What kind of difference? In most instances we note conversions ten times stronger than normal browser trends with basket spend double the size.

Curious to find out more? Drop us an email and we can arrange a chat.


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