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Direct mail has been a go-to marketing tool since time began. And it works.

Well, kinda.

Direct mail has a couple of obvious drawbacks. One, it’s wasteful. Two, because it’s wasteful, it’s pricey. Sending a flyer to anyone with a mailbox, whether a good prospect or not, means most flyers take a flyer straight into the recycling bin.

There’s a way better way to reach your client’s true audience.

Email first, mail later.

Start with an email message to that same, broad audience (our data guys can provide the list) — at a fraction of the cost of direct mail. Then, see who opens the email (our tracking tools can tell you this). Finally, follow up with a direct-mail piece — but just to the openers, the people who have shown interest in your client’s offering. Read more about Multi-Channel Campaigns here.

Email first.Reach only the best prospects. And save. A lot.

Pro tip: Root through your own mailbox for direct-mail pieces (dentists and medical people are prolific direct-mailers), then go pitch these prospects on the Email First approach. They’ll thank you later.

If you sell boots, the best moment to put your digital ad in front of someone is when they’re online and thinking, “Hey, I need some new boots!” This is a motivated boot shopper — the perfect prospect for your digital targeting campaign.

Shoppers are sending signals of intent all the time in different ways, among them the keywords they’re searching (“boots store near me” or “women’s boots”), the online content they’re reading, and even where they are located — such as when they’re standing in a competitor’s shop. By recognizing these signals of interest, we can then match their intentions with your message and deliver them your boot ads on whatever sites they’re browsing on the web.

Targeting by expressions of intent creates a 30% higher consideration lift and 40% higher purchase intent lift than targeting based on demographics alone, according to Google.

ITZ multi-tactic campaigns — using keyword and contextual search, geofencing and retargeting — maximize your opportunity to reach consumers at the right moment, when they’re most motivated to buy.