Most website visitors leave without converting. But if you’re trying to make a sale, your work is far from done.

Retargeting gives you a second (and sometimes third) chance to reconnect with the people who’ve already shown interest in your brand. And because they’ve already been to your website, they’re far more likely to convert than a cold prospect. That second chance matters, because roughly 7 in 10 online shopping carts are abandoned before checkout — which means most of your warmest prospects walk away the first time around.

Retargeting at its core

Retargeting means reaching people who’ve already interacted with your brand through a website visit, an email click or a social media engagement.

Here’s how it works: When someone visits your website, a small piece of code called a pixel records that visit. That data is then used to serve targeted ads or trigger a direct mail piece as they move through their day. Done right, it feels less like advertising and more like a helpful reminder, delivered at exactly the right moment.

Retargeting channels include display advertising, paid social, email and direct mail, each with its own strengths depending on where your audience is in the buying process. 

Not all visitors are the same

Someone who spent 30 seconds on your home page is in a very different place than someone who added a product to their cart and walked away. That’s why segmenting your audience and speaking to their needs is so important. For example:

• Homepage visitors are early in the buying process. Lead with brand awareness, social proof and value, so they can get acquainted with your brand.
• Product or category page visitors have shown specific interest. Match your message to what they looked at as they consider the purchase.
• Cart abandoners are the closest to converting. Lean into urgency, reminding them of the specific product and making it easy to finalize their purchase.

The message should always reflect not just who they are, but what they were doing right before they left.

This is also where direct mail becomes a powerful partner to your digital efforts. Instead of batch mailings to a broad list, programmatic direct mail is automatically triggered by a specific behavior and sent to a specific individual while their interest is still warm to keep the momentum going.

A personalized postcard, for example, may feature the exact product someone viewed, landing in their mailbox within 24-36 hours of their visit. Unlike a fleeting display ad, the postcard is tangible and it sticks around. Meaning your brand stays in front of them long after the initial touchpoint.

>>Related: The Power of Effective Retargeting<<

How to make your retargeting campaigns work harder

Whether you’re running display ads, direct mail or both, a few principles apply across the board:

• Personalize. Go beyond a name, and tailor your content to the specific behavior that triggered the campaign.
• Include a clear next step. QR codes, personalized URLs and unique promo codes make it easy to act and easy to track.
• Create urgency. Phrases like “limited availability” or “offer ends Friday” can prompt your audience to act fast.
• Test and refine. A/B test creative, offers and calls to action, and use your data to double down on what’s working and what isn’t.

Stop letting warm leads go cold

Don’t chase your prospects. Show up at the right moment with the right message for someone who’s already interested. LS Direct’s Boomerang direct® solution can help you retarget web visitors and boost conversions. Reach out for a demo to start building your retargeting strategy today.

FAQ

How long should I retarget someone before moving on?

We’ve found that retargeting works best as a decay curve, not a hard deadline. For most retail the sweet spot is about 30 days, with the bulk of your budget front-loaded into the first 1-3 days when intent is hottest, then tapering frequency as it cools. Give cart abandoners a longer leash than casual browsers, and stretch the window to 45-60 days for big-ticket items with longer buying cycles.

How is programmatic direct mail different from a traditional direct mail piece?

A traditional mailer goes to a list of potential buyers. Programmatic direct mail goes to a single person, triggered by something they just did, while they’re still thinking about it. It’s the difference between mailing a coupon to the whole county and slipping one into the hands of the person who just walked out of your store empty-handed.

 How do I know if my retargeting is working?

Track beyond clicks. Look at conversion rates, cost per acquisition and incremental lift, meaning the difference in behavior between people who were retargeted and those who weren’t. Unique promo codes, PURLs and QR codes all help connect the physical piece to the digital outcome.