Direct Mail response rate measurement has always suffered from multiple blind spots that, in effect, reduce the perceived value of the medium.
Traditionally, a piece of direct mail sent to a consumer is measured only after that consumer converts by entering the mailing address. The larger problem for direct mail is that many consumers never convert fully and their engagement is never attributed to the direct mail piece.
Barometric offers two direct mail products that help brands identify and give credit to this much under-appreciated form of traditional media.
Brands can now turn their digital traffic into addressable households which can be retargeted with direct mail. After the mail is sent, Barometric measures its impact by tracking engagements online and in store.
By using the Barometric-meshed consumer graph, brands can translate a consumer's mailable identity into that consumer's digital devices in order to track engagements which have been – up until now – immeasurable.