DirectMail2.0, a white-label software company that seamlessly integrates digital services with traditional direct mail, today announced a partnership with Barometric, MRC accredited provider of advanced cross-environment tracking and measurement solutions. This partnership will add a return on investment (ROI) attribution feature for direct mail campaigns that run through the DirectMail2.0 platform. This new attribution feature will allow direct mail printing partners to seamlessly offer ROI information to their clients.
This partnership comes as a result of clients demanding the ability to track ROI and prove attribution for direct mail in conjunction with other digital campaigns. Direct mail has always been effective, but difficult to track, thus the creation of this ROI attribution feature will go towards solving this longstanding conundrum.
DirectMail2.0 has been working with direct mail printers since 2015 to track direct mail campaign mail delivery and call tracking, and serve digital ads via Facebook and the Google network to the same people marketers send direct mail to. The company recently released an Informed Delivery feature, which allows its direct mail partners to add an additional touch-point to direct mail campaigns.
The new Barometric integration will show which mail pieces ended in an ROI conversion, whether it be a brick & mortar purchase or an online purchase/signup, ultimately giving marketers clear performance metrics for each of their direct mail campaigns.
After more than seven months of extensive research, Barometric was chosen as the integration partner due to their proprietary technology that offers the most advanced cross-environment media tracking and measurement solution on the market.
“This is the final piece of the puzzle we have been working on to close the loop on full and complete direct mail tracking,” said Brad Kugler, CEO of DirectMail2.0. “Our partners, and their clients, demand revenue generating direct mail campaigns and this integration delivers the final component of that demand.”
“Direct mail may have had a reputation of being wasteful or ineffective in the past – yet when now measured and tracked accurately, the medium often proves to be one of the most cost-effective and productive marketing tools available today,” said Matt Fusco, COO at Barometric. “Our integration with DirectMail2.0 not only provides direct mail printers and mail houses with a new feature that tracks ROI information and proves attribution, but it also contributes to direct mail’s growing momentum in the industry.”
The feature is scheduled to launch in the fourth quarter of 2018, and will be accessible by all existing direct mail printing partners.
Partners’ pay a small monthly license fee for access to the platform and the only other cost is a per mail piece fee, which is provided at wholesale rates and creates an additional revenue stream for direct mail printers and mail houses.