Direct mail targeting is an effective method of communication for businesses that wish to bridge the gap between the online and offline worlds. Visitors’ IP addresses are matched with a database of U.S. postal addresses, allowing you to send them offers in the mail.
However, mail has an additional benefit over digital alone: the capacity to connect senses other than sight and sound, such as touch. Physically engaging with a message has increased brand remember and loyalty by appealing to consumers’ emotions.
Let’s dive deeper into the benefits of remarketing with direct mail.
What is Direct Mail Retargeting
Sending highly customized direct mail pieces to leads who have recently connected with your business online but not converted is known as direct mail retargeting. The strategy enables you to identify and cultivate relationships with your most valued website visitors by combining the personalized experience and tangible nature of mailings with the efficacy of online marketing.
Business-to-business organizations can also benefit from the strategy because it is not limited to the retail sector.
Direct mail is sent to clients who have visited your website or mobile app but have not converted. These potentials may include:
- Having visitors to your product page but not yet purchased
- Have visitors to your website or blog showed interest in the content you offer but failed to take the necessary action to obtain that content (such as filling out a form)?
- Visitors who left without buying anything after abandoning a cart
All of these actions on your site show potential customers are interested in what you have to offer and can serve as remarketing triggers. This strategy can supplement your current digital marketing efforts or, on its own, reach customers in person.
How Can Your Business Utilize Direct Mail Retargeting?
Even though it might seem like everything has gone digital, good old-fashioned snail mail remains a place in the advertising world. In conjunction with other forms of advertising, direct mail has been shown to boost ROI by 2020. Nearly two-thirds (59%) of those polled found that improving ROI required incorporating direct mail into an already successful multichannel strategy. Seven percent more said the return was excellent.
The same holds for the percentages of intended consumers who responded. Of those who participated in the poll, 69% felt that adding direct mail led to a positive response rate. Eight percent reported a high customer response rate after incorporating direct mail advertising into their strategy.
Customers, a direct mail advertising firm, continue to achieve strong engagement rates. In the direct mail marketing industry for 2021, various campaigns with 2,500 mailings achieved a 30% return rate or 750 responses.
The Benefits
Communicating with direct mail is a two-way street. Direct mail continues to be utilized and effective because of its interactivity. A tangible product is mailed to the customer. Customers are more likely to save and study mail that contains an offer or call to action (CTA), such as coming into a store to redeem the deal.
Remembering an advertisement you received by direct mail is easy. When something is received in the mail, it evokes sentimental thoughts about when paper letters were the norm. Including the customer’s name or a personalized signature in your advertising materials will help you form a stronger bond with them.
The target audience for direct mail is large. Direct mail may be more effective when reaching a specific demographic than online advertising. Direct mail can approach many more clients you may have overlooked with digital commerce if your audience is not active on social media or email (but you can target older demographics with social media advertising).
Sending out direct mail requires originality. You are not limited to traditional media while using direct mail. Direct mail and online marketing can be combined to reach more people and gain more consumers. The physical element of direct mail allows for more interactive experiences with customers than strictly digital marketing.
Direct mail typically has lower levels of rivalry. With more businesses shifting their focus from traditional to digital promotion, the level of competition is narrowing, and your company has a better chance of standing out. Mailings still catch people off guard, so a well-designed, attention-grabbing mailer may do wonders for your company’s brand awareness.
Conclusion
Direct mail has traditionally depended on its physicality to make an impression on clients. Retargeting, on the other hand, helps by breaking down barriers between offline and online media. Now, with a targeted mail piece, one can harness the power of print to differentiate your company from others that only exist in the digital realm.
