You have spent time on developing a website that represents your valuable brand while also attracting customers and potential ones. But how do you bring those unconverted visitors back to increase your customer base even more?
The answer is by leveraging the power of Direct Mail Retargeting.
Retargeting is a marketing strategy that many businesses have turned to for success. However, many of these companies are utilizing digital retargeting instead of the more effective strategy, Direct Mail Retargeting.
In this free and in-depth guide to Direct Mail Retargeting, we will share with you everything you need to know on how it works, and how you can optimize your Direct Mail Retargeting campaign.
What is Direct Mail Retargeting?
Direct Mail Retargeting—also known as “Retargeted Direct Mail,” “Mailbox Retargeting,” “Postal Retargeting” and “Print Retargeting”—is a programmatic, and data-driven solution that combines digital and direct mail marketing to help convert anonymous web traffic. Direct Mail Retargeting utilizes data to identify your unknown website visitors and turns them into leads with postal and email addresses. This enables you to reconnect with your prospects and persuades them to come back to your website through the power of well-timed and relevant emails and direct mail.
How Does Direct Mail Retargeting Work?
With Direct Mail Retargeting, a tag or pixel is implemented on your website. This technology matches visitors to their IP address, name, postal address, email address and more. Every visitor who clicks or takes an action that you set, is then identified and ran through an extensive database known as an Identity Graph. The information that is then resolved, turns your anonymous website visitors into prospects who are reachable by direct mail and email.
The intelligent database capabilities can then filter these new prospects based on your business’s rules and demographics, including:
- Inclusion or exclusion according to visitors' actions (visited for more than five minutes, clicked on a certain link, etc.)
- Suppress current customers
- A certain geographic area (state, city, ZIP code)
- Specific demographics (buying activity, homeowners, income, age groups, net worth, etc.)
Anyone who visited your website, who takes action based on your triggers and falls under the category of your company’s targeted audience, is then sent an email and direct mail piece. The combination or email and direct mail, boosts your visibility and elevates your brand above your competitors, and influences your audience to come back to your site. In fact, it has been proven that combining digital and direct mail through Direct Mail Retargeting has a response rate that is 200x higher then digital retargeting efforts.
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What Will Trigger the Direct Mail to Get Sent?
The implementation of a tag or pixel on your website is the technology used to trigger the mail piece to get sent. However, the placement and guidelines vary depending on your business’s objective.
For example, your direct mail and emails can be triggered based on actions protentional customers took, including:
- Abandoned shopping cart with items not purchased.
- Viewed a specific product or service landing page.
- Subscribed or left without completing account information.
- Browsed for more than three minutes.
How long Does it Take for Retargeted Direct Mail to be Sent?
Your direct mail piece can be sent within 48 hours to your potential customer and can even highlight the product or service they were viewing, had in their cart or can include a discount for “new members” if they failed to finish setting up an account. Not only can your direct mail campaign reach your audience with precision speed and relevancy, but an email can be sent 1-30 minutes after your website visitor leaves your website. This email and direct mail combination increases brand recall and gives you a higher percentage of converting your website visitor into a customer.
Why Direct Mail?
If you have ever visited a website, or even filled up a cart and left, and then minutes later experienced an ad on social media promoting the company you just left. Then you witnessed digital retargeting at its finest. This most likely has happened often and how many times have you acted on these ads? Not often, right? That’s because life gets in the way or the online interface becomes distracting, or you haven’t even experienced these ads because you have blocked site data and all cookies.
Unlike digital retargeting ads, like display ads, banner ads, or pop-up ads, direct mail is guaranteed to be seen resulting in a higher response rate. Not to mention people genuinely prefer and trust something that is tangible. So why not send them something that they trust and enjoy?
As technology advances on a day-to-day basis, so does digital restrictions, including ad blocking software, banner blindness, and more. The digital clutter fills consumers’ screens while their mailboxes remain untouched by your competitors.
What Options do I Have for The Type of Direct Mail?
Each type of direct mail has it’s own powerful impact, which means you need to determine the best types of advertising materials for your business. Brochures can provide your targeted audience with an interactive and informative message, while catalogs can be a great means of delivering a wide variety of marketing content.
At Conquest Graphics, we recommend using postcards for your Direct Mail Retargeting Campaign. This is because postcards are extremely cost-effective and get your message across quickly for your viewer to engage with at first glance. Because the purpose of your retargeting campaign is to get your audience back to your site, the more intriguing, simple, and personal your message is, will result in more recipients heading back to your site to learn more or take you up on your offer. These are just some of the reasons we suggest postcards, but direct mail materials each have their own advantage, so be sure to do your research so you can pick the best one for your retargeting campaign.
A/B Testing Elements to Optimize Conversions
The difference in results between certain designs, copy and call to actions can be extremely substantial. That is why A/B testing is a great way to optimize your conversions. For example, you can test the results between using a general image or using an image that is relevant to the product that your website visitor clicked on. You can even test to see if a unique QR code generates more results over a unique URL.
QR codes and unique URLs are the best way to track A/B testing because they can track if your direct mail recipient acted on your message or ignored it. This can help set you up for success on future campaigns while helping you to improve your existing ones and gain insight into what your target audience prefers.
Now that you have taken advantage of our free guide to Direct Mail Retargeting, click below to learn more about how our Direct Mail Retargeting solution can help you convert more web traffic. You can also schedule a demo to speak with an expert on getting started with your retargeting campaign today!
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