Originally, direct mail retargeting became one of the most complex strategies at the stage of continuous alterations in the sphere of marketing which inherits the materialization of traditional mailing services and the accuracy of digital advertisements. This approach enables the businesses to remind the potential customers that have been engaged on the business’s online media but have not made a change to the business.
Direct Mail Retargeting – What It Actually Is
Direct mail retargeting concerns the use of mails in a physical form to reach certain people based on their activities on the internet. When a user makes a visit to a website, or when the user is navigating through the products, or when the user has left a shopping cart behind, then his or her movements are traced by other means such as cookies. This information is then used to design pieces to be sent to the user’s physical address in an effort to reactivate the user and convert them.
This is a strategy that combines both of the modern forms of marketing as well as the traditional ones. Although digital marketing is very good at targeting and analytics, conventional mail is tangible and memorable. Integrating all these components, direct mail retargeting makes a potent instrument that allows marketers to lessen the distance between Internet contacts and traditional physical communication. This is beneficial to their overall campaigns.
Some of the benefits of using direct mail retargeting are as follows:
Another benefit of direct mail retargeting is that it is effective in cutting through what is today commonly referred to as ‘data clutter’. While today’s audiences are overwhelmed with online displays, advertisements, emails and notifications in social networks, the regular mail is noticed. There is evidence to suggest that a good mailer piece must ‘work’ or make the desired impact in order to compel the customer to act upon a piece of advertising.
Personalization is another major advantage that will be derived from this proposal. In this type of retargeting, advertising messages can be very personalized and precise due to the target consumer’s behavior. The use of social media posts pooled from the current activity of the user allows creation of a more compelling message as we see businesses offering promotions or some nice bonuses that suit a particular user.
Another advantage of this strategy is that the response rates are normally higher than the response rates of online mediums. Because operations that are carried through mail involve rigid physical pieces of material, it increases the chances of it being opened and read and in addition, one can always refer back to it. This gives the opportunity to the recipient to reply several times enhancing the possibility of conversion.
Implementing Direct Mail Retargeting
Thus, for direct mail retargeting to be efficiently applied, a business-person needs to create effective tracking that captures users’ activity on the website. These include cookie tags, pixels or any other tracking mechanism that records activities such as page views, cart & form entry. You can click here to learn more about pixels. The data collected should be properly stored and processed with full compliance with the provision of data privacy laws.
Having embarked on the implementation of the tracking system, the next step that should be taken is to draw up a set of guidelines that will trigger the direct mail campaigns. This may be activities like failing to complete a purchase by, for instance, leaving a shopping cart, or it may be more general behaviors like browsing a particular product category for several times. Specific targeting reduces the possibility of sending direct mails to anybody just but to those who are most likely to respond.
The physical appearance of the direct mailed material as well as the materials’ content is critical. The mail should be nice looking with a good message that would attract the attention of the receiver and their frequency of operation on the internet. It is remarkable that inserting the name of the addressee, mentioning the information exchange with him or her and providing useful information regarding the company and or giving a promotion or bonus can improve the result of the mail.
Last of all, businesses should be able to analyze the performance of their direct mail retargeting advertisements. This include; the response rates, conversion rates, and last of all the return on investment (ROI). This can be useful finding out what is effective and what is not and subsequently improving the next campaigns to be launched.
Direct mail retargeting can be described as a combination of real world and online advertising strategies for reaching out the customer which provides businesses with an effective means for targeting and converting the potential consumers.
