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.
>> Related: Why Direct Mail Still Dominates Remarketing <<
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 >
