In the age of digital advertising, direct mail retargeting is proving to be as effective as delivering printed letters and documents to people’s homes. It is a fresh strategy of marketing the products and services because there are people who browse through the internet and show interest in the products or services of a certain business, but have not bought them. In this article, the reader will discover what direct mail retargeting is, the advantages that come with direct mail retargeting, and how to go about using it.
Understanding Direct Mail Retargeting
Direct mail retargeting is a technique of using post physical mail to target people that have engaged with a brand, online. This could be a website visit, a shopping cart drop or exposure to digital ads among others. From these online interactions, targeted and direct marketing messages can be developed for post mailing follow up and an attempt to convert unresponsive consumers in the targeted markets.
The process generally includes identification of the behavior of users on particular Websites using cookies or other related tools. You can visit this helpful site to learn more about cookies. This means that when a user gets to one or the other of the set requirements – let’s say, viewed a certain page for a specified time, or added goods to the order but did not pay for the order, the information about the user is recorded. These responses are in turn used to produce a direct mail medium that is relevant for the interests and actions of the recipient.
What Direct Mail Retargeting Can Do for Your Business
By its very nature, direct mail retargeting is an effective means of avoiding the ‘information overload’ of digital media. With the right message accompanied by arresting graphic design, an inspirational postcard, a well-presented brochure or a catalogue can melt the consumer’s heart and act on it.
This makes this method possessing a very significant advantage – much higher personalization. This is possible by being able to collect information from online interactions and thus being able to devise good messages that might be of interest to the recipient when utilizing direct mail retargeting in a campaign. One cannot argue that an address of an individual who has been sent a tangible ad piece is more effective than a mass mailing piece.
One of the things that makes direct mail retargeting effective is its superiority in terms of the response rate. It has been reported that direct mail frequently provides greater response rates than Internet advertising.
Implementing Direct Mail Retargeting
Appropriate for direct mail retargeting, accordingly businesses have to set up the proper tracking system to monitor behavior on the website. This includes the applications of such cookies, pixels or other similar tracking tools that track activities that include visits to the websites, addition of products into the cart, submissions of forms among others. Such data should be made secure and must be used in such a way that it complies with the regional and national laws on privacy.
Once the tracking system is put in place, the next step is to set parameters of use of this advertising technique. This could include actions like – bailing out on the cart or behavior such as – revisiting a certain product segment.
The mail should be interesting enough and at the same time self-explanatory – something like ‘click here and see what you have been missing’ it should correspond to the habits of the receiving person. Some factors that have great impact on the efficiency of the mail are the efficient use of the addressee’s name, working on the tone that reflects the previous communication and the use of promotion or offer that the recipient can greatly use.
Another factor to consider is time which refers to when an organization completes a certain task. Personalized hard copy ads must then be sent as soon as possible following the online involvement to take advantage of the receptiveness that the recipient will have, thus optimally responding to it. She did mention that delays will minimize the effectiveness of the mail and the chances of conversion.
