Direct Mail Retargeting: Turning Website Visitors Into Customers
The problem? After years of aggressive online remarketing programs, web users are tuning out most digital ad efforts. In fact, many install ad blocking software to avoid them altogether. Additionally:
- The industry average response rate for digital ad retargeting = 0.5%.
- The average response rates for direct mail retargeting = 4%
- Direct mail remarketing works 8x BETTER than digital retargeting ads!
NOTE: Some direct mail campaigns report redemption rates up to 20% – That’s 40x higher than digital adverts.
What is Direct Mail Retargeting?
Direct mail retargeting gathers key data from your website. Then, this data is used to send real-time targeted direct mail to your customer. So far, the results have been very promising.
Consumer reporting has tracked improved response rates of up to 20%, especially when:
- The direct mail piece is interesting and personalized to the customer,
- The offer is appealing,
- And most importantly – a quick turnaround is achieved.
How Direct Mail Retargeting Works
From On-line To Off-line
A visitor lands on your website. Then, they accept the pop-up box “Allow Access to Location” option.
The EXACT address of the visitor is determined approximately 20% of the time.
A personalized direct mail piece with a Special Offer is printed and mailed…usually overnight.
Your Special Offer is in the hands of your site visitor…within DAYS!
Reasons Marketers Use Direct Mail Retargeting
First, Pull Back in “Shopping Cart Bouncers”
It happens all the time, an item gets added to an online shopping cart. But, the customer doesn’t complete the sale. However, with direct mail retargeting, you will give your customer a tangible reminder of that item. And, provide an incentive to finalize that purchase.
FACT – Direct Mail Retargeting Provides A Longer Window Of Consideration For Purchasing Decisions
Second, Begin Compiling a New Targeted Mailing List
Gaining mailing addresses from your website traffic helps you build a rich list of targeted prospects. Prospects who initiated contact with YOUR BRAND! What better group of prospects to target with an ongoing direct mail campaign. A campaign highlighting your new promotions and products!
Third, Maintain a Good Relationship with Your Active Customers
Remarketing converts leads into new customers. It can also change those new customers into repeat clients. Build an automated cross-sell and up-sell campaign. You’ll inform your customers of promotions, new products, and even loyalty programs.
Direct Mail Retargeting -vs- Display Ads & Traditional Direct Mail
A Few Tips to Make Remarketing Work Even Harder
Go from Digital to Analog
The best direct mail campaigns come from successful email marketing. Why? Because open rates for direct mail run higher more often than email.
Test and Track
Create an A/B test with as many mailers as possible. A/B tests provide a strong idea of what is working and what isn’t. Then, you adjust your tactics accordingly. Additionally, create accurate methods to calculate conversions.
You can do this several ways, such as:
- Only include a single CTA on each mailer.
- Use unique promo and tracking codes.
- Provide separate landing pages.
Make it Personal
Above all, make the mailer content personalized to the specific customer. Research shows that personalized promos per customer performs better than standardized mail.