How to Use Facebook Ads to Enhance Direct Mail Campaigns
Facebook ads are a great way to enhance direct mail campaigns and follow up with prospects who may have seen your mail but forgot to follow up. Some customers who receive a direct mail piece might be interested in your service, but weren’t able to follow up immediately. In an effort to keep clutter from accumulating within the home, some direct mail is tossed after a certain amount of time.
Facebook ads allow you to renew initial interest and prompt potential customers to contact your business or to buy products and services. Following up a direct mail campaign with Facebook ads is simple as long as you keep records of the addresses targeted in your direct mailer. You can import a CSV file directly into Facebook ad manager with the name and address information of the areas you have targeted.
Using your data, you can create a custom audience in Facebook ad manager. To do this, click Audiences and then Custom Audiences. If you have a file with customer data, click Customer File to create a campaign based on the information in the CSV. Once the file is uploaded, the ad manager interface will ask you to select the identifiers you want to use, like name, address, and postal code. Facebook will then build an audience based on this data.
If you do not have this much information on your direct mail targets, you can use the postal codes from your mailing list to target everyone who lives in the area where you sent out a direct mail campaign. To do this, you adjust the targeting in the ad manager interface to include the postal codes you want.
Once you have set up targeting of these ads to get the customers you want to visit your website, it’s a good idea to set up a landing page for them to visit. A dedicated landing page will help you give these customers a straightforward offer that you know they are interested in. You can also restate the offer sent to them by mail and give them an extra incentive to sign up.
Interested in adding direct mail marketing to your advertising mix? Call Troi Mailing Services today at 1-866-486-0423
About: Seamus Barton
Seamus Barton joined Troi Mailing Services in 2014 after graduating from York University with a Bachelor’s Degree in Professional Writing. As a manager of print and direct mail solutions, he sees how words play an important role in personalizing any experience. Seamus’ passion for writing motivates him to provide frequent direct marketing content that supports each Client’s individual needs. Please chat with Seamus about commercial printing and direct mailing campaigns, or about how to marry digital and physical strategies for optimal Smartmail Marketing success.
You can connect with Seamus on LinkedIn or by calling Troi Mailing Services at 1-866-486-0423 or via email at seamus@troimail.com. Read his latest article featured in Direct Marketing Magazine on “Dimensional Mail: Marketing’s Buffet Lobster“
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