Direct Mail Retargeting

Direct Mail Retargeting - An Overview

Were you aware that 96% of all visitors that come to your website are not ready to buy? That is why businesses all across the globe are realizing the importance of retargeting to bring back the customers who left without making a purchase. Retargeting refers to the act of targeting customers with the intent of driving back to your website to complete the transaction.

Direct mail retargeting offers the best of both worlds- digital and physical. What it does is match the IP address of the visitor of your website to their physical address so that you can target them with a mailed offer. Digital has transformed the world of communication. However, mailers and letters create an emotional bond at a physical level leading to better brand awareness and recall.

Why use direct mail retargeting?

Direct mail retargeting helps you increase brand awareness and credibility by sending relevant mails to your website visitors. It allows you to send mail to your website visitors, even if they are not on your mailing list. It is a targeted and personalized way of approaching consumers who visited your website but did not buy anything. Direct mail retargeting is an effective method to elevate leads, boost sales, and enhance the closing rate of your business. Also, did you know direct mail retargeting works 8 times better than digital retargeting ads?

How does direct mail retargeting work?

Direct mail retargeting works by collecting the website’s data. It uses IP addresses, cookies, or email addresses to match a website visitor to their name and address. Once the visitor has been located you can send them direct mail in real-time.

There are three steps to direct mail retargeting:

• Your website gives a prompt to the visitors to allow access to the location. When they click “allow,” the website determines their exact address.
• You can then send a personalized direct mail encouraging the visitor to revisit your website and purchase what they were checking.
• The personalized direct mail reaches the visitor in a few days.

Benefits of direct mail retargeting

Besides driving sales and boosting ROI, direct mail retargeting has several other benefits, including:

• Direct mail has a higher open rate than emails. So, a direct mail offer is much more effective at retargeting visitors who have previously expressed interest in your product or service.
• Most people use ad blockers rendering digital retargeting ads ineffective. However, direct mail retargeting sends an automated direct mail to the targeted audience, boosting response rate and engagement substantially.
• Digital ads tend to get lost in the noise of similar ads popping up all the time. Direct mail, on the other hand, stays in the household longer increasing customer engagement and retention rate.
• Combining a personalized direct mail campaign with real-time monitoring on the website can significantly boost the response rate. Targeted content with an appealing design can ensure a quick turnaround.
• Since direct mail has better recall than digital ads, it makes it easier for your business to stand apart from the crowd. With direct mail retargeting, you have a higher chance of getting noticed and attracting attention for a longer period.

How much does retargeting with direct mail cost?

Adding a digital package to compliment your direct mail campaign usually includes a variety of services in the bundle. For an extra 12-20 cents per address you may get get a massive boost to your direct mail reponse by using targeted banner ads, facebook ads, website visitor address capture, Instagram, mail tracking, social media follow up, email with informed delivery and other such options that are targeted toward the same people that are getting the mail at home. This type of bundle can add a significant response boost to your mail campaign.

How much does retargeting help boost response rates?

Retargeting has helped to boost response rates anywhere from 20-50% on average when bundled with a package like the one mentioned above.

How do I set up a Direct Mail Retargeting Campaign?

Give us a call at Mail King USA to discuss your campaign goals and setup a digital bundle packge that includes direct mail retargeting and take your direct mail campaign to the next level.