Digi Says…“92% of consumers who visit a brand’s website for the first time leave without making a purchase.”
People used to get freaked out when they would shop on a website for a specific product, leave that website without buying anything, and immediately start seeing ads for that product at every turn. Today, people expect these ads to “follow” them. They know their online activity will influence the ads and content they see. It’s just part of the browsing experience.
Retargeting allows you to keep your brand in front of the 92 percent of prospects who leave your website without converting. This gives you the opportunity to convince them to come back to your website and take the desired action, whether that means making a purchase, filling out a form, or scheduling an appointment.
The problem is, the market is saturated with retargeted display ads, which have an average click-thru rate of 0.3 percent, according to the Direct Marketing Association. This is why more and more businesses are shifting retargeting dollars to direct mail, which has an average response rate of 9 percent for house lists and 4.9 percent for prospect lists. Not only is direct mail’s response rate higher, but nearly 60 percent of consumers have visited websites after receiving direct mail, according to the USPS.
Of course, you need a sound strategy to maximize ROI from direct mail retargeting. Here are four ways to make sure you get it right.
1) Analyze, Test, Monitor
One of the advantages of integrating direct mail with digital marketing is the amount of real-time data you have to fine tune your campaigns. Analyze your data, use these insights to guide your strategy, and test different creative approaches to continuously optimize and personalize your mailings. Then monitor delivery, user activity, and conversions to measure ROI from your retargeting efforts.
2) Reengage Existing Customers
In addition to converting prospects into first-time customers, retargeting via direct mail allows you to build loyalty with existing customers. Keep your list accurate and current, and use this data to identify upsell and cross-sell opportunities, develop personalized promotions and offers, and reengage your existing customer base.
3) Make It Personal
It’s no coincidence that we mentioned personalization in the two previous sections. Customers expect a personalized experience, especially when they’ve already interacted with your brand. Fortunately, direct mail doesn’t disrupt the customer experience. Opening and reading direct mail is the experience. That experience is far more engaging when you personalize the design, the message, and the offer of retargeted direct mail.
4) Partner with a Direct Mail Company that Can Keep Up with Retargeting
Retargeting requires you to move quickly. You’ll need to dynamically create mail and send it frequently, using precise targeting and automation to optimize costs. Make sure you partner with a company that has the right process, the right technology, and the right data to meet these demands.
Want to learn more about using direct mail retargeting to increase response rates and ROI? Contact us today to schedule a one-on-one webinar and discuss your marketing goals.
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