4 Tips for Smarter Retargeting with Direct Mail

Infographic showcasing tips for smarter retargeting with direct mail, including audience segmentation, personalization, compelling CTAs, and creating urgency

4 Tips for Smarter Retargeting with Direct Mail

Retargeting with direct mail – also known as direct mail remarketing – is an effective way to reconnect with potential customers who have previously interacted with your business but didn’t make a purchase.

Whether they visited your website, clicked on an ad, or added items to their cart, retargeting with direct mail allows you to remind them of their interest and encourage them to follow through on their initial intent to buy.

But if your strategy is falling flat and not resulting in an increase of conversions, you may need to make some simple tweaks to optimize your direct mail marketing ROI.

Steps for smarter direct mail retargeting

Once you know what’s working and what’s not, you can maximize efforts where they are most lucrative. Taking the time to implement smarter direct mail remarketing strategies can significantly drive better results. For example:

1. Segment your audience before sending direct mail

Analyze data to create well-defined segments to enhance the effectiveness of your campaign. Only mail to those who are most likely to purchase.

2. Personalize the mailer

The more personalized the communication, the better the response rate. That’s because you’re tailoring your message to resonate with the individual, not a mass group. Ex. Using the customer’s first and/or last name or an image of a recently purchased or viewed item online.

3. Include a powerful CTA or offer

A CTA should be clear, concise, and compelling. Whether it’s visiting your website or redeeming a coupon, experiment with what works best for your customers.

4. Create a sense of urgency

This can be a powerful motivator, increasing the chances of an immediate response. For example, you may communicate a limited-time discount or the scarcity of a product

It’s time to take a fresh look at your direct mail retargeting strategy and see the difference a few small changes can make.

For more findings on the power of direct mail, download The Evolution of Direct Mail in a ROAS-Driven World >

Published on: 04/18/24

Recent Articles

The Buyer Journey Explained: 5 Stages and the Marketing Tactics That Move Shoppers Through Each One

Not every shopper arrives ready to buy. In fact, most are already 70% of the way through their decision before they ever raise a hand. But the ones who aren't can still be won over by the brand that meets them with the right message at the right moment. That's what the buyer journey gives…

Retargeting vs. Remarketing: How to Use Both to Win More Conversions

Seventy-seven percent of marketers use retargeting in their advertising mix — and for good reason. Tracking past visitors who browsed a product or abandoned a shopping cart, then serving them ads across channels like social or direct mail is a proven way to recover lost conversions. Remarketing is just as powerful. Reconnecting with past customers…

Website Retargeting: How to Re-Engage Visitors and Increase Conversions

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…