Track results, boost response rates and combine direct mail with digital marketing using Shawmut MailPlus. Our software has all the tools you need to enhance direct mail programs and improve ROI.
Bring Direct Mail and Digital Marketing Efforts Together
Combine the physical benefits and higher response rates of direct mail with online advertising strategies, including retargeting through Google Display Network and social media. With MailPlus online and offline channels come together in one convenient platform—giving you a holistic view of your marketing campaigns.
Higher Return on Investment
Adding online retargeting to direct mail campaigns can improve response rates by an average of 25%. In a few simple steps, add online, social media and Informed Delivery email advertising to every direct mail campaign—generating thousands of additional impressions which will increase conversions and maximize return on investment.
No Leads Left Behind
It can take an average of 8–12 interactions before a lead converts. That’s why repetition is key to success. If a prospect visits your website after receiving a direct mail campaign and leaves without taking any action, MailPlus will keep them warm through online and social media follow up ads until they are ready to buy.
Improved Sales System
With MailPlus you’ll know exactly when every piece of mail delivers helping you better prepare sales teams and call centers for inbound leads. Plus, you can track and record inbound calls which can provide valuable insight into your audience and sales process.
Measure and Optimize
With MailPlus, you’ll know exactly which people from your mailing list visited your website and what actions they took, as well as the number of impressions and clicks generated from online ads. This data can help you run tests, grow your mailing list, and optimize direct mail campaigns moving forward.
With Shawmut MailPlus you get:
Predict and confirm exactly when your mail reaches each person
Generate web traffic before your mail arrives via USPS Informed Delivery emails
Increase impressions before, during and after your mailing with SocialMatch and retargeting via Facebook and Instagram
Track and report on inbound calls from every direct mail campaign
Increase conversions with online retargeting via Google Display Network
Know who visited the website from your mailing list and get new leads for your next mailing
We’ll upload or help you create assets for social media and banner ads, and provide you with tracking codes to place on your website and Facebook business page. To enable call tracking we’ll provide a local or toll-free number which you can add to your direct mail piece. Finally, when your mailing is ready-to-go, we’ll upload your mailing list, match recipients to social media profiles, and provide access to your online MailPlus dashboard.
Step 2: Mailing is Sent and Tracked
MailPlus receives and analyzes scan data from the Intelligent Mail Barcode (IMb) so you can predict and confirm exactly when mail reaches each person. At the same time, any social media matches will begin to see ads in their newsfeed (even before the mailing delivers) and Informed Delivery users will be able to click on your ad in their daily email. Once the mailing delivers, any inbound calls will be tracked and recorded and website visitors will be assigned the pixel and browser cookie for online follow-up.
Step 3: Online and Social Media Follow-up
Using the Google Display Network, banner ads matching your campaign’s design will continue to be shown to website visitors after they leave your site. So if leads don’t take the desired action (fill out a form, buy, etc.) on your website the first time, you’ll stay in touch. The same happens on Facebook and Instagram with ads appearing in a user’s newsfeed.
Step 4: Report on Success and Grow Your List
Using your MailPlus dashboard and our powerful LeadMatch feature you’ll know exactly who came to your website from your mailing list. You’ll also know what actions they took so you can provide feedback to your sales team for follow-up. Finally, LeadMatch will gather anonymous web visitors and match them back to a postal address so you can purchase new leads for your next mailing.
Step 5: Continuous Improvement
Keep improving response and conversions rates with data collected through your MailPlus dashboard. Download call tracking data to gauge the effectiveness of your reception and sales processes. Report on impressions and clicks from online, social and Informed Delivery ads. And identify interested leads for tailored follow-up efforts as well as new leads for improved direct mail campaigns.
Request a Demo of MailPlus
Frequently Asked Questions
Direct mail already works great for me. Why do I need MailPlus?
If direct mail is already working well for you, that is all the more reason to invest in MailPlus! The powerful features included in MailPlus are designed to enhance direct mail campaigns—boosting response rates even higher.
If direct mail hasn’t worked for me in the past, will MailPlus make any difference?
Absolutely! Many times we find that “failed” direct mail campaigns are actually not failures, but misunderstood results. Most people look at the number of responses to judge the efficacy of their campaigns. But the real way to judge success and failure is the return on investment. If you make more than you spent—the campaign was a success! But in the past, direct mail has been difficult to track in a holistic way. MailPlus solves that challenge with call tracking features so you can track offline conversations that lead to sales along with online conversions.
In addition to pulling together online and offline metrics MailPlus, generates maximizes your efforts by repeating your message and offer across multiple channels. Prospects will see your message in their mailbox, inbox, social feeds and websites they browse increasing the chances that they’ll convert.
How many users from my company can access the MailPlus dashboard?
As many as you want. There is no limit to the number of MailPlus users.
Are there different user roles?
Yes, there are admins and users. Admins are able to give access to others (dashboard user management) and get the emails from the system for alerts (i.e. learn more and LEADMatch interest).
Can data in the dashboard be segmented by user?
No, however, with mail tracking reports users can search for the zip codes or areas they cover.
Do I need to use all MailPlus features?
No, but why not? For one price, you’ll all of the powerful features of MailPlus. Alternatively, we do offer Mail Tracking as a standalone service and you could always add the other features at a later date.
Is there a minimum mailing quantity for MailPlus?
You can add MailPlus features to any size mailing, however, the price per piece goes down as volume goes up. Additionally, small mailings may not generate enough web traffic to get the most out of online and social media ads and some features like Informed Delivery require a minimum quantity of 2500.
What kind of mailings can I use with MailPlus?
Letter, flat and postcard are the three different mailing types through the USPS that work with MailPlus. We cannot track parcels.
What do I need to add to my website for MailPlus to work?
We’ll provide you with one Google Tag Manager code that encapsulates the FB follow up pixel, the Online Follow Up code and the LEADMatch pixel. This one piece of code will need to be added to your website. You’ll also need to link your Facebook business page with MailPlus by authorizing a partner request from Online Ads Manager (we’ll send instructions on setting this up).
My website traffic is low, will retargeting work?
Google will not retarget a website’s visitors until the website has 150–200 unique website visitors in 30 days. However, even if your website hasn’t met that threshold you can still use MailPlus. Each campaign includes campaign accelerator, otherwise known as smart targeting, at no additional cost. Campaign accelerator will begin four days prior to the mail date and target individuals based keyword searches and geographic locations. When individuals in the same geographical location as your mailing search for businesses, products, and services that match that of your business-they will be shown your ads via the Google display network which increases website traffic to ensure you meet the threshold required to activate retargeting. Campaign accelerator runs until threshold is reached.
How long does each campaign run for?
Everything in MailPlus is based on the mail date. Social Match will run for 14 days from the mail date. Online and social media follow up ads will continue for 60 days from the mail date. As the end of your campaign approaches, we’ll contact you to determine if you want the campaign to continue on maintenance for $399.
Can I have more than one call tracking number for each campaign?
Yes. Each job comes with one call tracking number included. Each additional call tracking number is $10 per month.
Will callers be aware that they are being recorded?
Yes, callers will hear a message at the start of the call that states “this call may be recorded for training purposes” as required by law.
Do all dashboard users have access to call recordings?
No, at this time, only the owner of the account can listen to the call recordings.
How much does MailPlus cost?
Not much—just pennies per piece. However, since each campaign is tailored to your specific business, we need to have a quick chat with you about your business before giving you a quote.