Washington Intelligence Bureau
We were approached by a direct mail house with a unique request: use digital marketing strategies to promote their traditional advertising services.
First we did an extensive amount of independent research to determine the target audiences of direct mail. We then used that information to develop a set of downloads which would help marketers to re-imagine the ways in which direct mail could help them to get their message out. These included e-books, presentations, infographics and workbooks. We used software to obtain the contact information of site visitors and track the downloads of the materials, track their behavior and assign a value for each action. Once a user collected a certain number of points in the system, they began to receive automated emails suggesting similar content to download. Then, when a user passed a certain threshold of interaction with the material, they were added to a list of leads for the sales team to contact.
Because of the targeted data we were able to collect, the mail house reported a dramatic increase in sales when their representatives contacted the leads.