There are many opinions about direct mail as a marketing channel, and the new age of digital engagement has given marketers more responsibility in terms of how we connect with people and measure impact. To create campaigns that matter, aligning success metrics with your program goals is a necessity. Watch Hayley Ferrante and James Leedom for their webinar, A New Age of Direct Mail: How to Develop Campaigns, Define Engagement, and Prove Impact, to learn how you can level up your direct mail game. You'll learn: How to develop a personalized direct mail strategy Why attribution is non-negotiable How to structure measurable direct mail programs

1. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
A New Age of Direct Mail: How to Develop Campaigns,
Define Engagement, and Prove Impact
Hayley Ferrante & James Leedom

2. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Housekeeping
2
 This webinar is being recorded, the slides and recording will be sent
to you once the webinar concludes
 Questions? Feel free to enter them into the Q&A box on your screen
and we’ll get to them at the end of the session
 Posting to social? Please use our hashtag #mktgnation

3. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Meet the Speakers
3
Hayley Ferrante
Sr. Marketing Specialist, Demand
Generation
Marketo, an Adobe Company
James Leedom
Marketing Operations Manager
Marketo, an Adobe Company

4. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Agenda
4
Direct
Mail
Define
Engageme
nt
Prove
Impact

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Once Upon a Time…
5
 The Champagne Campaign
 What: Two-touch direct mail campaign
 Why: Increase meetings for sales
 How: Send a flute for the meeting invite, give a
bottle for a meeting held
 Defining Success
 Meeting held = success
 Response = success
 No response = not a success
 Challenges
 Triggering a flute relied on marketing
 Process was vaguely defined
 Tracking relied solely on sales reps

6. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
A New Age of Direct Mail
6
Personalized
Gifts
Accurate
Targeting
Track
Everything

7. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Defining Engagement
7
Alyce
Gift Being Researched
More Information Needed
Gift Selections Ready
Gift Invitation Pending
Invite in Transit
Invite Delivered
Gift Was Manually Disabled
Gift Expired
Gift Invitation Processing
Gift Invitation Sent
Recipient Visited Gift Page
Recipient Accepted Gift
Meeting Held
Meeting Not Held
Status – But Not Success
Gift Invitation Processing
Gift Invitation Sent
Success
Recipient Visited Gift Page
Recipient Accepted Gift
Meeting Held
Unsuccessful
Meeting Not Held
SendosoThe End Result
Item Processing
Item Shipped
Item Delivered
Item Undeliverable

8. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Mantras We Live By
8
Listen to anecdotes, but act on data Engagement deserves attribution

9. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Marketing Data: Siloed in Channels
9
Optimize Optimize Optimize Optimize Optimize
WEB
PAID
MEDIA
EVENTS EMAIL
DIRECT
MAIL
Pageviews,
bounce rate
CPM, CPC,
CPL
Badge
scans,
registration
s
Open rate,
click rate
Meeting
booked

10. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Data Volume Difference
10
1
22
167
Tracked by single-touch attribution
Tracked by CRM campaigns
Average # of touchpoints in a Marketo
journey

11. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Components of Good Attribution
11
DIGITAL MARKETING FIELD AND OFFLINE SALES DEV
ATTRIBUTION
DATA COLLECTION
On-Site
JavaScriptTrack all anonymous &
known sessions
Track organic (SEO),
direct, web referral
Landing page & form
URL data
Auto capture UTMs and
referral data
Ad API
Integrations
Auto capture cost
& ROI data
No UTMs necessary
Marketing
Automation
Track all email
campaigns &
programs
Chat
Integ
.
View-
Through
Track pre-
anonymou
s activity
A/B
Testin
g
Integ.
CRM
Campaigns
Track campaigns &
responses
Direct mail, events,
syndication
Can pivot on
multiple outcomes
Call
Tracking
Integ.
Track
inbound calls
Activity
Tracking
Auto track outbound
calls & emails
Custom configuration

12. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
See the Complete Prospect Journey
12
Anonymous
First Touch
Blog
Post
(SEO) (SEO)
Emai
l
Phone Phon
e
Even
t
Even
t
Whitepaper Conference Case
Study
Sales
Dinner
Webinar
Registrati
on
Blog
Post
Personaliz
ed Gift
Whitepaper
Direct
Mail
Lead
Creation
MQL Opportunity
Create
Live
Demo
Deal /
Revenue

13. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Proving Impact
13
Opp Created Stage 1 Stage 2 Stage 3 Stage 4 Deal /
Revenue
(SEO) (SEO)
Email Email Email Event Event
Blog
Post
Lunch
and
Learn
Webinar
Registrati
on
Blog
Post
Infographi
c
Whitepaper Conference Case
Study
Sales
Dinner
Event
Personalized
Gift
Site Visit
Direct
Mail

14. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Revenue Impact on Pipeline Acceleration
14
Opportunity
Creation
Stage 1 Stage 2 Stage 3 Stage 4 Deal /
Revenue
22.5%15% 22.5%
Total 20%
10%10%

15. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Key Takeaways
15
Audit Your
Tech Stack
Measure
Consistently
Educate &
Sell Internally
Have the
Right Mindset
Identify
& Align

16. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 16
Q&A