Meta.
Same recipient. Mailbox and feed.

A coordinated direct mail and paid social campaign targets the same recipient through multiple surfaces in the same window. The mail piece arrives in the mailbox; the brand creative appears in the Facebook and Instagram feeds the recipient already scrolls daily; the response math compounds because the recipient is reminded of the campaign every time they open the social app. For brands with material paid social spend, layering direct mail on top of the same audience is the cheapest brand-impression compounding play available.

DirectMail.io hashes the identity payload (name, address, email, phone where available) server-side and pushes the hashed audience to Meta's Custom Audiences API. No unhashed personally identifiable information leaves the platform. Meta matches the hashed records against its own user identity graph and populates the audience in Ads Manager. The flow follows Meta's documented Custom Audiences best practices.

Match rates depend on audience profile and the breadth of identity signals. Postal identity audiences (with mailing address, name, and frequently email) typically match at meaningfully higher rates than email-only audience uploads — the additional matching signals improve the resolution. The platform reports the actual match rate per audience after upload so the team can see the math on their specific campaign.

Custom Audience targets the actual recipients on the mail list. Lookalike Audience targets users Meta identifies as similar to those recipients. Custom Audience is the direct coordination play — same person sees mail and Facebook ads in the same window. Lookalike is the prospecting extension — Meta finds new users similar to the recipients who responded. Both have value; they answer different questions. The platform pushes the Custom Audience automatically; Lookalike configuration happens inside Meta Ads Manager from there.

Both. B2C campaigns benefit most directly because the consumer identity graph Meta runs on is comprehensive. B2B campaigns work well when the recipient list includes identity signals Meta can match (personal email or personal address rather than corporate-only data). The platform handles the data formatting either way; match rates skew higher for B2C audiences than for purely B2B firmographic lists.

The hashed audience upload follows Meta's data use terms and is compatible with CCPA right-to-delete workflows (the platform supports per-record suppression that propagates to active Meta audiences). For GDPR-applicable recipients, the platform respects opt-in status and consent flags from the recipient list. The hashing-before-transmission approach is what makes the integration compliant with major privacy frameworks; no unhashed PII transits to Meta.

Yes. The same campaign timeline that schedules the mail drop, the email send, and the SMS notification also drives the Meta audience activation window. The audience can populate days before the mail drops (priming), populate on the drop date (reinforcement), or populate on per-recipient scan-trigger events (post-delivery retargeting). The coordination is configured per campaign, not as a manual sync between platforms.