Snail mail is the oldest living relative of direct marketing, but it has been the last to receive the same kind of measurement attention as its younger, online family members.
This week, attribution provider Barometric is discussing how it is correcting that imbalance, unveiling its solution for tracking the engagement and sales impact of physical mail. SVP of Business Development and Operations Matt Fusco told me that, while this tech has been employed by his company for months, it is only now being formally announced and unveiled as a service.
A brand undertaking a direct mail effort uploads to Barometric a list of the street addresses receiving the physical mailers. Barometric has a Device Graph covering 90 million US postal addresses (out of an estimated 125 million) and more than 650 million devices. It is able to connect that physical address to the ownership of multiple devices, Fusco said, for about 70 to 80 percent of the addresses in a given list.
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