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How to Use Direct Mail Retargeting to Recapture Sales

Posted by Emily Hegland on July 2, 2020

The lockdown due to the COVID-19 pandemic has changed consumer buying habits. Many people have gotten used to only venturing out to the grocery store or pharmacy. Online ordering is up. Curbside pickup is expected.

But as the country moves toward reopening, phase by phase, companies are looking for ways to recapture sales and reignite the interest of consumers in their brand.

Right now, many consumers need a nudge. And retargeting through direct mail could be the push they need to engage with your brand.

Retargeting works because it relies on “warm” leads — that is, customers who have already visited your website. They’ve shown an interest in your brand… browsed your offerings… and maybe even added some items to their online cart. But then they dropped off. No sale. No conversion. What now?

The concept of retargeting is simple. You reach customers who have already visited your website. It’s a good way to remind customers of a potential purchase and nudge them along the buyer journey. Typically, this process relies on banner ads or emails. But retargeting has also expanded into the direct mail world.

With today’s technology, you can convert website visitors to direct mail audiences. Now, marketers can match a website visitor to their name and postal address. There are a few ways to do this: cookie-based matching, IP address matching and email address matching. When you match these unique identifiers to a name and address, you can retarget website visitors with a direct mail piece.

There are distinct benefits of using direct mail for retargeting. Unlike banner ads and email promotions, you don’t have to worry about ad block or spam filters. Your ad ends up in the prospect’s hands. Your ad doesn’t just exist on their computer screen. It’s a physical piece in their home.

For direct mail retargeting to work, you need to reach customers when they’re in the market for what you're selling. If you follow up before they lose interest, you can clinch a sale. For example, direct mail can be sent First-Class to ensure it reaches your customer within one to three business days.

Plus, you have the benefit of data. Consumer browsing habits tell us a lot about intent. You know what kind of products your prospect has been looking at. With this data, marketers can create completely personalized direct mail packages. Maybe they were searching for women’s athletic shoes… your retargeted mailing could show imagery of this product and include a discount. That can motivate your prospect to cross the finish line of the buyer’s journey. With digital printing, you can create hyper-personalized direct mail pieces like this. That way, you get relevant messages to the right audience.

Here are a few tips to keep in mind when developing a retargeting direct mail campaign:

  1. Target cart abandoners and give them an incentive to complete the purchase, like a 10% discount.
  2. Test, test, test. Segment out different offers with unique codes and landing pages. See if you get higher response rates when you offer free shipping versus $5 off, etc.
  3. Don’t limit retargeting new customers. It’s effective on repeat customers, too. It can build brand loyalty by rewarding people who have shopped with you before.
  4. Personalize as much as possible. Call your customer out by name. Show images of the city they live in. Give them a coupon for a specific product they’ve been looking at. Customers respond to communications that are relevant to them.

If you need to develop a retargeting campaign, J&C can help. As a direct response marketing agency, J&C is experienced in motivating customers to act. With new customer behaviors and new consumer patterns developing, direct response channels and tactics should be built into your re-evaluated marketing strategies.

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Topics: Relationship Marketing, Direct Mail

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