Lead Reveal Strategy Guide

Lead Reveal turns anonymous website traffic into actionable, mailable prospects. It connects digital behavior to personalized direct mail so you can follow up with relevant, tangible pieces that arrive when interest is highest. This guide explains the strategy, use cases, and measurement approach. It is not a setup tutorial.

Purpose and goals

• Educate marketing teams on why Lead Reveal belongs in the channel mix.
• Show how behavior-based direct mail increases conversion and ROI.
• Provide practical use cases across ecommerce, home services, and real estate.
• Reinforce LettrLabs’ multi-channel strategy expertise.

Target audience

Prospects: Marketing leaders evaluating LettrLabs for the first time. Emphasis on value proposition, multi-channel strategy, and outcomes.
Current customers: Teams exploring new automations or deeper adoption. Emphasis on real-world applications and best practices.

Positioning statement

Lead Reveal converts web engagement into personalized direct mail by linking on-site behavior to automated follow-ups. Brands can retarget high-intent visitors with timely, relevant pieces that lift conversion and reinforce digital efforts.

Key messages

• Bridge digital and physical. Turn page views into mailed touchpoints that drive recall.
• Increase conversions. Reach visitors who already showed intent.
• Relevant and timely. Trigger based on the exact page, product, or campaign source.
• Multi-channel impact. Pair with email, SMS, and paid media for a unified journey.
• Scalable personalization. Automate targeted messages at scale from existing web activity.

How Lead Reveal works at a high level

1. A visitor engages with your site.
2. Lead Reveal matches the visitor to a mailable address in a privacy-safe way.
3. A trigger fires based on behavior like product views, pricing visits, or cart activity.
4. A personalized postcard or letter is generated and mailed.
5. An anti-pixel suppresses further sends if the visitor converts.
6. Results flow into your attribution and revenue reporting.

High-level use cases

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Core strategies and examples

1. Abandoned cart with credibility boost

• Trigger: Cart created without checkout in 24 hours
• Mailer: Product image, short benefit copy, trust badge, simple code
• Goal: Recover the order and reduce time to purchase
• Tip: Add a trackable phone number for categories where buyers want help

2. High-intent page follow-ups

• Trigger: Pricing, Estimate, or Contact page views
• Mailer: Letter with two testimonials, clear CTA, QR to book
• Goal: Move prospects from research to conversation
• Tip: Match the headline to the page title for continuity

3. Category browse to curated bundle

• Trigger: Multiple PDP views in one category
• Mailer: Three-item “starter bundle,” QR to a prebuilt collection
• Goal: Raise AOV and reduce decision friction
• Tip: Offer two bundle sizes so shoppers self-select

4. Ad click retargeting by UTM

• Trigger: Visitors from specific campaigns or ad sets
• Mailer: Creative that mirrors the ad’s promise and imagery
• Goal: Reinforce paid media and improve net ROAS
• Tip: Use UTM rules so each campaign maps to the right template

5. Service-led follow-up for local providers

• Trigger: Visits to service or pricing pages without submitting a form
• Mailer: Handwritten card with a new customer offer or free check
• Goal: Drive calls and booked jobs in the trade area
• Tip: Reference neighborhood or city for local credibility

Messaging and creative guidance

• Tone: Professional, helpful, specific.
• Keep it simple: One headline, one benefit, one action.
• Make it personal: Reference the product or topic viewed. If local, mention the nearest service area or store.
• Format choice: Handwritten cards and handwritten envelopes lift open and response. Printed formats work well for product imagery and bundles.
• Attribution elements: Unique codes, QR with UTM, trackable phone number.

Multi-channel pairing

• Email and SMS: Send a short digital nudge when the mail lands. Keep copy aligned.
• Paid social and display: Upload revealed addresses as a custom audience to bracket the mail window.
• Website personalization: Mirror offer and creative for returning visitors.

Measurement and ROI

What to track

• Leads revealed
• Mail sent
• Orders and revenue attributed to Lead Reveal
• Conversion rate = Orders ÷ Recipients
• AOV and incremental revenue
• ROAS = Revenue ÷ Spend

Prove incrementality

• Use geographic or audience holdouts to measure lift
• Compare exposed vs holdout conversion rates
• Use matchback reporting to capture offline orders and phone sales

Attribution hygiene

• Use one code per creative or per region
• Append UTM parameters to QR links
• Enable anti-pixel suppression after conversion to avoid over-mailing

Best practices

• Target the signal. Prioritize triggers with clear intent like cart, pricing, and deep PDP engagement.
• Mind the timing. Mail within a tight window after the behavior.
• Set frequency caps. Limit touches per person within a rolling period.
• Keep offers clear. Short copy, simple terms, visible expiration.
• Test one thing at a time. Offer value, creative angle, or format.
• Scale by segment. Start with top categories or high-value regions, then expand.

Advanced tips

• Source-specific creative: Map UTM source or campaign to tailored templates.
• Lifecycle sequencing: First touch recovers the visit, second promotes a bundle, third shares social proof.
• LTV-aware incentives: Use lower discounts where reorder is strong. Invest more on high-AOV one-time buys.
• Complaint-safe targeting: Exclude recent buyers, open support cases, and do-not-mail records.

Operational checklist for launch readiness

This is a strategy checklist, not a setup guide. Confirm that:

• Triggers and audiences are defined with marketing and analytics.
• Creative is mapped to each trigger with copy variants by source, category, or page.
• UTM taxonomy, QR conventions, and code structure are documented.
• Unique coupon codes and trackable phone numbers are assigned per campaign or region.
• Frequency caps, suppression rules, and do-not-mail checks are in place.
• Anti-pixel is configured to suppress after conversion.
• Holdout design is defined for incrementality measurement.
• Dashboards and matchback reporting are ready to capture online and offline orders.
• Legal and privacy reviews are complete and documented.
• Landing pages are mobile fast, codes work at checkout, and CTAs route correctly.
• Email, SMS, and ads are aligned to the in-home window.
• Sales and support teams have scripts and SLAs for inbound calls and redemptions.

Key takeaways

Lead Reveal connects web intent to physical follow-up at scale. Keep targeting tight, timing fast, offers clear, and measurement disciplined. Start with a focused trigger, prove ROI with a holdout, then scale to your next segment.

Next steps

Compare our plans here, or book a quick walkthrough to map your first Lead Reveal strategy, creative, and measurement plan.