Introducing B&B MAIL+

Did you know 80% of sales are made between the eighth and 12th touch? That’s quite a journey! If a direct mail piece arriving in a prospective customer’s mailbox is one touch, where do the other eleven come in? B&B Print Source is introducing an efficient and inexpensive marketing system to make all the connections needed to convert customers with direct mail.

B&B Mail+ is a marketing automation platform designed to seamlessly track the effectiveness of direct mail campaigns while enhancing overall results. How do we do it? By integrating digital platforms and omnichannel marketing at every step of the direct mail process. With B&B Mail+, we turn a single mail piece impression into multiple repetitive impressions (the eleven crucial touches!) to the same audience across various platforms.

Doing direct mail this way increases response rates by 23-46% for pennies per mail piece.

Omnichannel Marketing Solutions for the Win

B&B Mail+ provides 13 different technologies packaged into bundles, so our customers only use what they need or want. These digital innovations are part of our everyday lives and help organizations and businesses meet their customers exactly where they are.

Using social media, YouTube, Google, call and text tracking, QR codes, and more, B&B Mail+ provides 360° visibility for your business hyper-locally and across the digi-sphere. Better still, B&B Mail+ is a fully transparent process where you can see your results in real-time via the B&B Mail+ dashboard, helping you stay in control of your campaigns. Here is the full suite of marking technologies available to our B&B Mail+ clients:

SocialMatch
Mail Tracking
QR Codes
Informed Delivery
Call & Text Tracking
Online Follow-up
Social Media Follow-up
LEADMatch
YouTube Ads
Discovery Ads
Google Geotargeting
Social Media Geotargeting
Addressable Geo

Omnichannel marketing that integrates with the power of direct mail results averages a 23-46% lift in results over conventional direct mail. Let’s unpack these elements so you can see how they work individually and as a team, creating a powerful direct mail boost.

Combining three or more channels delivers an average engagement rate of just under 19%, compared to 5.4% for single-channel campaigns.

Marketers who use 4 to 6 channels in their multichannel campaigns report the best response rates.

Mail Tracking

You receive full transparency on when mail is expected to arrive in homes and confirmation of delivery via a comprehensive dashboard. Mail tracking helps customers be fully prepared to handle the response from their direct mail campaign as it rolls in.

QR Codes

Static or personalized QR codes maximize engagement. Depending on the type of QR code, you can easily track the response to your mailing through our custom reporting dashboard, including actionable information like:

Total number of QR code scans
Total number of unique scans
Number of scans by iOS or Android device type
Time/date of each scan (personalized QR only)
Destination URL for each scan (PQR only)
Geographical chart showing location of scans (PQR only)
Who made the scan (PQR only)
All data is exportable in CSV format (PQR only)

Informed Delivery

More than 51 million people have signed up with Informed Delivery through the USPS. Informed Delivery consumers receive an email preview of the mail arriving that day. With an interactive campaign, mail recipients will see a full-color “ride-along” ad and be able to respond with a single click!

Over 65% of people open their Informed Delivery alerts daily, and 44% say this made them more likely to read the mail.

ID Match

With ID Match, our B&B Mail+ customers get a report of the Informed Delivery recipients who received the email, opened it, and clicked on the ad to show campaign attribution.

Call & Text Tracking

We track campaign effectiveness by recording every call and text that comes in as a result of the mail campaign, with contact information of respondents when available. You can engage prospects and drive incremental conversions by delivering coupons and URLs via SMS from the same call/text tracking number.

Online Follow-Up

Website visitors who are retargeted with display ads are 70% more likely to convert on your website, and combining retargeting ads with other advertising can increase sales by 50%. This Mail+ feature re-engages website visitors who left without converting by reminding them of their interest through retargeting ads on the Google Display Network, creating those important touches along the consumer journey.

90% of interested people will visit a website before calling.

90%+ will leave the website without taking action.

Social Media Follow-Up

Social Media Follow-Up is the perfect example of meeting people where they’re at. Seventy percent of internet users are active on at least one Meta platform–their vast empire includes Facebook, Instagram, Messenger, Threads, WhatsApp, and others. You can re-engage visitors to your website by reminding them through targeted ads on their Facebook and Instagram feeds.

67% of monthly users are active daily on social media.

Facebook accounts for 71.64% of all web traffic referrals.

LeadMatch

With LeadMatch, you can identify anonymous website visitors. Mail+ customers receive a list of anonymous website visitors and direct mail recipients who went to their website. The list includes contact information and what actions they took.

Mail+ Expansion puts a dozen technologies to work for you

The powerful Mail+ Expansion program uses 12 technologies–the previous eight plus 4 more–to drive 16 to 32 impressions per piece, lifting the response of your direct mail campaign. This premium, full-service suite includes YouTube Ads, Discovery Ads, and Google and Social Media Geotargeting.

YouTube Ads

Have you considered capturing attention and cutting through online clutter with dynamic video instream ads? Ninety percent of people say they discover new brands or products on YouTube, and 70% of viewers have bought from a brand after seeing it on YouTube.

Did you know YouTube is the world’s second-most visited website, with 50% of all social media users visiting regularly?

Discovery Ads

Mail+ Expansion customers can run ads across Google feed environments, including the Google Discover feed, YouTube homepage, and the promotions tab in Gmail.

Google Geotargeting

Geotargeting is a great way to find people on the ground in your community. Google Geotargeting customers use the Google Display Network to advertise to direct mail recipients, lookalike, and affinity audiences geographically based on the mailing list target areas, keywords, and key phrases, and search/browsing history.

Social Geotargeting

Social Geotargeting users can display ads on Facebook and Instagram to direct mail recipients and other prospects.

Why Geotargeting?

72% of consumers say they usually follow through on a call to action if the physical location of the business is near them

60% of consumers say that they use their mobile device to search for local information, and 40% do it on the go

Consumers are TWICE as likely to visit a store after seeing an ad if you are utilizing geomarketing.

In 2 years, there has been a 900% increase in searches that include the words “near me”

Addressable Geo

In a class of its own, Addressable Geotargeting allows marketers to geofence the residential or business address of mail recipients to serve ads through the display network to all devices at the address. Track conversions to the website using our sophisticated technology or via foot traffic in stores or commerce locations through device pings.

With list curation, advanced analytics, and reporting, certain Mail+ customers can curate their ideal audience across various demographics with NO privacy concerns. Our technologies strictly follow privacy laws, and only information from consumers who have already opted into information-sharing on apps, websites, and more will be used.