Smart Targeting Retargeting

8 Reasons Why Direct Mail Retargeting Should Be Part of Your Omnichannel Marketing Strategy

6 Min Read
by Amanda Boughey

Table of contents:

Marketers are always searching for innovative ways to reach their target audience and drive conversions. While digital retargeting strategies are table stakes these days, incorporating direct mail into your retargeting efforts can be an ace up your sleeve that yields outstanding omnichannel marketing results. 

Direct mail retargeting refers to the strategic use of physical mail to re-engage and convert potential customers who’ve shown interest in your products or services through their digital behaviors. It complements digital efforts by leveraging direct mail’s tangible and lasting impact to drive better conversions and brand recall.

What makes direct mail so effective in a digitally dominant age? Here are seven reasons retargeting with direct mail should be a critical component of your intent-based acquisition strategy.

1. Complement Digital Touch Points

Direct mail extends your retargeting efforts beyond the digital realm, allowing you to engage with potential customers in a way that 73% of consumers say they prefer. By incorporating postcards with other digital tactics, you can capture the attention of your potential customers, increase brand recall, and differentiate yourself from competitors. In an era dominated by pixels and passwords, receiving a physical piece of mail stands out. Omnichannel for the win!

2. Capture Abandoned Carts

Abandoned carts and email unsubscribes are missed opportunities for conversions. You can keep your brand in the minds of your audience by incorporating direct mail retargeting into your acquisition strategy.

Re-engaging customers with personalized offers delivered to their homes can make a big difference in how they connect with a brand. If a customer abandoned their cart without completing a purchase, which 7 out of 10 customers do, a postcard showcasing the products they left behind and including a special discount could quickly capture their attention and reignite their interest. 

The physical nature of the postcard serves as a great reminder and encourages them to revisit your website and make a purchase.

3. Stay Connected to Email Unsubscribes

Email unsubscribes can be addressed through direct mail retargeting by reconnecting with customers. It’s no surprise most people receive too many emails a day. Oftentimes people unsubscribe from emails to declutter their inbox and not because they no longer intend to make future purchases from a brand. Direct mail lets you reconnect with these customers on a different channel. By reaching them through their physical mailbox, an avenue that isn’t as flooded as their email inbox, you can break through the digital noise and invite them to re-engage with your brand.

With strategic messaging, you can ultimately drive those disconnected customers towards completing a purchase or staying connected.

4. Leverage Intent-Based Marketing

Intent-based marketing focuses on targeting people who have taken specific behaviors or signals online –  indicating their interest in what your company has to offer. Maybe they’ve been searching for unique nursery furniture or watching videos on planning an incredible vacation to Europe. Direct mail retargeting allows you to capitalize on these intent-based signals by reaching out to customers who have recently exhibited these behaviors. 

These triggers include website visits, content consumption, search queries, social media engagement, digital ad clicks, email click-throughs, or form submissions. They’re a great signal to marketers about what a potential consumer may be interested in, and direct mail retargeting can be a powerful tool to further engage and convert these folks. 

By combining the power of intent-based signals with the impact of direct mail, you can significantly increase the chances of conversion and customer engagement.

5. Increase Conversions with Longer-Lasting Impressions

Digital channels have an impression window of mere seconds. Direct mail, on the other hand, is a great way to keep your brand in front of potential customers for an average of 17 days. This countertop impression gives them ample time to notice and remember your brand, which can lead to them choosing to do business with you now or in the future.

Direct mail pieces linger in customers’ physical space where they can be held, touched, and displayed, creating a lasting impression, constantly reminding them of your brand and enticing them to take action. 

These longer-lasting impressions make direct mail valuable for capturing attention, driving engagement, and converting potential customers.

6. Measure Success Through Key Metrics

Measuring the effectiveness of your retargeting efforts is crucial for optimizing your strategy. Direct mail retargeting can be evaluated using metrics such as Conversion Rate (CVR), Return on Ad Spend (ROAS), Cost Per Acquisition Cost (CPA), and Average Order Value (AOV), and all the other essential acronyms. By tracking these metrics, you can gain valuable insights into the performance of your direct mail campaigns and make data-driven decisions for future optimizations.

Postie takes direct mail retargeting a step further by offering real-time measurements that allow you to make decisions quickly. Postie can provide 1 to 1 attribution of online purchases to campaigns through address match, calculate the overall impact of your initiatives through lift, and measure incrementality by leveraging control audiences. With our advanced tracking and analytics tools, you can monitor the response rate, conversion rate, engagement metrics and more so you can assess the effectiveness of your campaigns and make necessary adjustments or refinements on the fly.

This combination of data-driven insights and agile campaign management empowers you to maximize the impact of your direct mail efforts and drive better results for your business.

7. Tap Into the Power of Personalized Offers

Direct mail allows you to create highly personalized and targeted offers based on customers’ digital behaviors, intent data, and demographic information. By analyzing these various data points, you can craft tailored direct mail pieces that resonate with recipients, increasing the likelihood of conversion.

By leveraging thoughtful design, personalized messaging, and creative formats, marketers can craft a unique experience that engages recipients on a deeper level.

Whether leveraging intent data to target customers who have shown specific interests or using demographic information to tailor offers to different customer segments, direct mail personalization can significantly improve your campaigns’ effectiveness and drive higher engagement and conversions.

8. Enhance the Customer Experience

In a digital-first world, where most interactions occur online, receiving a physical piece of mail has a profound impact on the customer experience. Unlike emails or digital ads that can easily get lost in a crowded inbox or dismissed with a click, direct mail stands out.

When a customer receives a well-designed and thoughtfully crafted direct mail piece, it evokes a sense of excitement and curiosity. This personal touch can significantly impact brand recall and drive customer loyalty, with 82% of consumers saying they trust print advertisements the most when making a purchase decision. 

By incorporating direct mail retargeting into your acquisition strategy, you can enhance the customer experience, foster deeper connections, and drive customer loyalty. 

Demo Digital Direct Marketing with Postie

According to the Data & Marketing Association, response rates for direct mail can be as much as 10 to 30 times higher than email marketing. With that in mind, direct mail retargeting should have a place in your intent-based acquisition strategy. By incorporating direct mail alongside digital touch points, you can expand your reach, increase conversions, and create a memorable brand experience. 

Don’t miss out on the opportunity to leverage the power of direct mail retargeting—request a demo today and discover how it can revolutionize your marketing efforts.

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