The Last First Impression
šÆ How Direct Mail Fixes Leaky Funnels Better Than Retargeting Ads, Google Ads Experiment Could Shake Up CTR & Impressions, and more!
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In this newsletter, youāll find:
šÆ The Last First Impression: How Direct Mail Fixes Leaky Funnels Better Than Retargeting Ads
š Google Ads Experiment Could Shake Up CTR & Impressions
š Tweet of the Day
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šÆ The Last First Impression: How Direct Mail Fixes Leaky Funnels Better Than Retargeting Ads
In digital marketing, brands chase customers with ad after adāhoping something sticks. But as CPMs rise and consumers grow immune to endless digital noise, returns diminish.
What if, instead of bombarding people, you made one unforgettable first impression?
Thatās where direct mail steps in. Not outdated flyersāpersonalized, AI-powered campaigns that physically land in your customerās hands. Itās how brands like Kettle & Fire achieved a 15x ROAS and saw 1.4% response rate liftsānumbers digital ads rarely touch.
Hereās how direct mail fixes funnel leaks:
1. Why First Impressions Fail in Digital
Most brands donāt lose customers because their offer is bad. They lose them because they blend in. Consumers scroll past 10,000+ ads daily. Even the best creatives get buried.
Direct mail, however, demands attention. It interrupts the day, not the feed. Physically holding a personalized offer activates memory far more effectively than pixels ever could.
2. Fixing Abandoned Carts With Physical Reminders
Abandoned carts arenāt deadātheyāre dormant. Instead of exhausting retargeting budgets, smart brands use direct mail to trigger intent.
After cart abandonment, Kettle & Fire sent personalized mailers featuring their product, customer name, and a limited-time offer. The result? 15x ROAS and significantly higher conversions compared to digital alone.
Want to see how direct mail can drive results like Kettle & Fire? Book a free demo with Poplar and get a one-month trial of their Pro Plan ($499 value) with no minimum spend.
3. Memory Wins When Retargeting Fails
Digital ads vanish in seconds. But a well-crafted mailer lives on countertops and desks, serving as a subconscious brand reminder. Studies show people recall physical ads 70% better than digital.
That lingering presence often leads to time-shifted conversionsāpurchases days or weeks later that canāt be directly attributed to a single click. But the brand recall remains.
Not every funnel leak is fixed with more digital spend. The most effective move isnāt shouting louderāitās creating a moment that lasts.
Smart brands donāt just make impressions. They make the last first impressionāthe one that sticks.
š Google Ads Experiment Could Shake Up CTR & Impressions
Insights from Search Engine Rountable
Google Ads is running a double-serving experiment that could affect your Top/Absolute Top Impression rates and Click-Through Rates (CTR). By showing the same ad in different positions through separate auctions, advertisers might notice shifts in performance metrics.
The Breakdown:
1ļøā£ Impact on Impression Rates and CTR - The experiment allows the same ad to appear in multiple locations through distinct auctions. This means you might see fluctuating Top/Absolute Top Impression rates and changes in overall CTR.
2ļøā£ Monitoring and Analysis - Googleās Ads Liaison, Ginny Marvin, confirmed that while the definition of impressions remains unchanged, advertisers should closely monitor metrics like Impression Share and CTR to gauge the experimentās impact on their campaigns.
3ļøā£ Enhanced Support with āGet a Callā - Google is also rolling out a āGet a Callā support option, allowing advertisers to request callbacks instead of navigating long wait times. This addition, alongside existing call, chat, and email options, ensures faster issue resolution.
With Googleās evolving ad placement strategy, advertisers should proactively track their ad performance. The double-serving experiment may offer opportunities for increased visibility but could also distort key metrics. Additionally, the new support options provide quicker assistance, ensuring you stay informed and responsive to changes.
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