Presort has the technology you need to retarget old customers or learn about past campaigns to target new customers.
Direct Mail Is Evolving—Retargeting Is an Important Element
The web is supposed to be the be-all and end-all for advertising. Internet users are a captive audience, one whose spending habits and internet use can be tracked and analyzed to gain a better understanding of who is buying your products and why those who pass on your products don’t. But the reality is that web users aren’t there to be sold to. Most tune out display advertising and other digital ad efforts and many install ad-blocking software to avoid flashy ads.
But direct mail retargeting is an evolution of how marketers and businesses approach the web as a way to advertise. By combining the internet with direct mail, retargeting sends targeted advertising to people who are most likely to be interested in what you have to offer. This blog will take a closer look at how Presort uses retargeting to reach old and new customers alike. We’ll also cover how the marriage of the internet and tangible direct mail is paying off some substantial dividends for businesses that make it a part of their marketing strategy.
Why Retargeting with Direct Mail Is Important to Your Marketing Strategy
When you have an appealing offer, a new product, or just want to raise awareness about your products or services, direct mail can work in unison to accomplish all of these goals and more. Visitors to your site may be in different phases of the buying process:
Awareness – They understand they have a need or a desire but they are unsure of what it will take to solve it and they don’t know where to start. These customers are early in the buying process and are looking for solutions that others have tried.
Consideration – The customer knows the solution but needs more information before they decide, or the timing isn’t right to start the process.
Decision – They are ready to buy, they understand what they want, and all they need is the right product or service.
A customer that bounces from your site could be in any of these stages, and here is where direct mail keeps your business front and center. Through our Presort Plus services we can determine the customer’s address and send them a personalized direct mail piece that speaks to their exact need or extends a special offer that is exclusive to their household. This mail piece is sent within days.
But for the customer, this is only the beginning. Each piece contains a bar code or a QR code that delivers them to a customized landing page from a simple phone scan. This allows us to track the response.
- If they call, we report and record the call along with name, address, and demographics of the caller.
- If they go to your website, we can track their activity on social media along with other sites they visit, all the while giving them multiple impressions of the same message.
This all serves as a reminder that they are interested in your services and that your business is a perfect fit for their needs.
Presort Plus—Converting Leads to New Customers
Effective digital marketing covers a lot of ground. It combines years of marketing research with the latest technology. Presort Plus pushes these advantages even further by giving you the tools you need to track the effectiveness of your campaign and make sure you are getting the most return on your investment. With Presort Plus retargeting, you can:
Set filters to make sure you are targeting the customer at the right time. Through our technology, you can connect potential customers’ or clients’ digital behavior with targeted, personalized direct mail that is much more effective than web display ads or targeted emails.
Customize your message. With Dynamic Injection, you can integrate a specific image for the recipient when designing your personalized direct mail piece for an ultra-customized, targeted advertisement.
With the right technology and the right direct mail partner, your business can reach more prospects than ever before. The only missing ingredient is a direct mail expert to guide you through the process. Call us today and let Presort Inc. help you focus and refine your digital marketing for the best possible results.
