We live in a digital world. As such, brands invest their marketing spend in online strategies, such as search engine optimization, influencer collaboration and programmatic ads, to engage potential customers. But what happens when they leave your site without making a purchase?
This is where direct mail retargeting comes in, delivering a tangible piece of your brand to connect with those lost visitors and, ultimately, drive return on ad spend for your business.
An oldie but goodie
Direct mail marketing dates back to 1892, when Sears, Roebuck, & Co. rolled out the first-ever direct mail campaign. They sent out 8,000 postcards with a simple handwritten note to promote watches. This innovative effort resulted in 2,000 orders — an impressive 25% conversion rate.
Today, direct mail is the perfect digital partner because it combines the power of print with the precision of online retargeting. Here’s how it works:
- Track prospects. Placing a tracking pixel on your website allows you to collect data to learn more about your website visitors.
- Leverage the data. Who are they? What were they looking for? What level of interest did they show? Use this intel to create custom audiences based on their behavior and interests.
- Personalize mailings. Identify your target audience(s) and send personalized direct mail postcards based on their intent behavior.
- Monitor results. Use this data to determine the effectiveness of your direct mail retargeting efforts and make any necessary adjustments to optimize future campaigns.
Keep in mind, timing is everything. Send your direct mail pieces at strategic times to maximize their impact. For example, if a shopping cart has been abandoned, you can retarget prospects within days with a personalized direct mail piece. A physical reminder could influence them to hop back online. Remind them of what they left in their cart or provide an offer to sweeten the sale.
You may also leverage key moments in a customer’s journey to retarget and increase the likelihood of a conversion. If a lapsed customer’s birthday is approaching, send a postcard with a personalized offer or discount to celebrate.
>> Related: Why Direct Mail ROI Still Dominates Remarketing <<
Delivering real results
Research shows that 79% of households report reading or scanning their postal mail every day. So, the odds of successfully retargeting a prospect via this channel are in your favor, along with:
A boost in conversion rates
Seventy-four percent of marketers report that direct mail delivers the best ROI, response rate, and conversion rates of all marketing channels. Consequently, by retargeting individuals who have already expressed interest in your brand, you can significantly improve the likelihood of conversion. Furthermore, this approach reinforces engagement and ensures a better connection with potential customers.of marketers say direct mail delivers the best ROI, response rate and conversion rates of all channels. So by retargeting individuals who have already shown interest in your brand, you can significantly increase the chances of conversion.
Enhanced brand recall
We’ve heard time and time again that consumers report keeping an interesting piece of mail to refer back to it later. Sending physical mail helps reinforce your brand in their minds and leaves a lasting impression.
Improved customer engagement
Direct mail retargeting allows you to engage with your customers on multiple touch points. By combining online interactions with personalized physical mail, you create a seamless and immersive brand experience that fosters deeper customer engagement.
Go postal with direct mail retargeting
Not sure where to start on your direct mail retargeting journey? LS Direct can help! Ask us how to retarget web visitors and drive sales with Boomerang direct®, our intent-based postal retargeting solution.
