Digital and email marketing campaigns are a great way to reach a mass audience, but they’re just as easily ignored or deleted without being opened. A more focused and effective marketing strategy is direct mail retargeting. Retargeted direct mail combines digital marketing and direct mail campaigns to engage consumers interested in your products or services. Continue reading this article to learn what retargeted direct mail is, the benefits of retargeting, and more.
Direct mail retargeting matches your website visitors’ IP addresses with their home, office, or other physical addresses. Using IP address retargeting strategies, you can connect with potential consumers by sending them tangible direct mail pieces with news, offers, or discount codes aimed at their specific interests.
IP address retargeting is beneficial for reaching users who:
- Visit your website‘s homepage
- Return to your site but haven’t engaged with email efforts
- Sign up for email notifications
- Shop specific items or service offerings
- Leave items in a digital shopping bag
- Click into contact and location pages
- Interact with or download sales sheets, white papers, or other information
Those in digital marketing would have you believe direct mail is a thing of the past. The truth is physical mail is not only very much alive—it’s thriving. Direct mail has a substantially higher conversation rate than email. Another advantage of reaching potential customers that visit your website through a retargeting campaign is the personalized touch.
Studies show consumers believe direct mail is more personal, creating a connection that increases interest. By working with an experienced direct mail retargeting specialist, you can design, print, and mail eye-catching mailers that drive higher response rates and convert more sales.
There are several advantages to utilizing direct mail retargeting, including:
According to the most recent data, direct mail retargeting’s return on investment is between 18-20%. This happens because you spend less time blanketing the market with generic emails to uninterested customers. Instead, you focus on potential customers who have shown interest in your business.
Using IP targeting methods, you can tailor the message of a postcard based on the user’s behavior on your site. Did they abandon a shopping cart with a sweater in it? A proven benefit of retargeting is converting sales by offering a discount or reminding a website visitor that items are still available.
You can even create mailers that integrate images of the specific items or services they showed interest in while visiting your site. This focused messaging adds to the personalized feeling potential customers prefer over email marketing.
Whether it’s digital or direct mail marketing, getting your message in front of a prospect at the right time is a significant benefit of retargeting. Industry-leading direct mail professionals can translate digital behaviors into attention-grabbing direct mail pieces that find users within three to five days.
Direct mail retargeting gives you a leg up on your competition relying solely on digital marketing. Multichannel marketing allows you to test various messaging strategies, price points, discount offers, and other tactics to learn which convert more. Furthermore, you can find out which attempts are least effective to optimize your retargeted direct mail pieces.
Presort Inc. is a full-service direct mail, printing, and logistics solutions provider. We know retargeting works because we’ve helped clients in various industries deliver their messages and convert online users into paying customers. Reach out today if you’re interested in combining effective strategy, creative design, and quality goods and services to generate more sales for your company.