At E-Power, we’ve been implementing direct mail retargeting strategies for our customers for years now. As a digital-focused marketing agency, we often get asked, “Is direct mail effective?”
The answer? Absolutely.
We’ve found direct mail retargeting to be a great strategy for many of the businesses we partner with.
If you’re not familiar, direct mail retargeting is a marketing strategy where you send targeted mailers directly to the mailboxes of people who visited your website but didn’t take a desired action (like completing a purchase).
When you combine the power of digital data with the personalization and visual appeal of a postcard or letter, cool things can happen.
We’ve seen direct mail marketing generate a 12:1 ROAS (return on ad spend) and a 25% conversion rate or higher. While the campaign results can vary based on the industry and other factors, these results shine when compared to the average 3:1 ROAS and 2-4% conversion rate benchmarks of digital advertising alone.
Let’s dive into some specific direct mail marketing examples.
Direct Mail Retargeting Drives Major Revenue Gains for Ecommerce Brand
Challenge
DiamondCore Tools, a premium pottery tools retailer, had successfully built strong website traffic through various digital marketing strategies. Our team developed content that drove significant awareness-level traffic, while our SEO efforts helped the brand achieve visibility across all stages of the customer journey.
However, many visitors still abandoned the site without making a purchase.
Given rising digital ad costs and economic challenges, our team recognized the need for a more targeted and cost-effective approach to re-engage these potential customers and convert them into buyers.
Solution
Our team partnered with DiamondCore Tools to implement a direct mail retargeting campaign to reconnect with website visitors who had shown interest in the products but left without completing their purchase.
We guided their team to create a visually compelling postcard with an exclusive discount code to encourage these prospects to return and complete their purchase.
Using pixel tracking, we were able to link online behavior to physical addresses, ensuring we could accurately deliver personalized postcards to thousands of potential customers’ mailboxes.
This personalized approach gave DiamondCore a second chance to reach prospects who had engaged with their unique tools, offering a tangible reminder and incentive to return to the site.
Results
The campaign proved highly effective, especially during a time when digital clicks were becoming more expensive and consumer spending on discretionary items like art supplies was declining due to inflation and economic uncertainty.
The direct mail strategy delivered an impressive 12:1 ROAS, proving to be a vital part of the marketing mix.
Key outcomes included:
- 32% of postcard recipients returned to the website.
- 27% of those who received the postcard purchased using the exclusive offer.
By integrating direct mail retargeting into the overall marketing strategy, DiamondCore Tools successfully guided customers down the funnel, turning abandoned carts into completed sales.
“For years, our focus with DiamondCore Tools was on purely digital tactics—ads, emails, blogs, and SEO. When we were introduced to the technology that allowed us to execute a direct mail component of their marketing strategy, I knew it was just what we needed to close the gap and complete the marketing mix. This approach proved to be a cost-effective way to re-engage customers and drive sales, perfectly complementing our digital efforts.”
— Ellie Gunville, owner of E-Power Marketing.
How Direct Mail Retargeting Drove Major Registration Numbers for a Global Trade Show
Challenge
The International Housewares Association (IHA) wanted to boost last-minute registrations for its annual trade show in Chicago, The Inspired Home Show.
While digital marketing efforts had generated interest, many potential attendees and exhibitors had yet to complete their registrations. IHA needed a targeted approach to re-engage these prospects and increase both attendee registrations and exhibitor booth sign-ups.
Solution
To address the challenge, we launched a direct mail retargeting campaign aimed at reconnecting with potential attendees and exhibitors who had visited the event website but hadn’t yet registered.
By tracking browsing activity across the site, we were able to segment visitors based on their interest in either attending or exhibiting. This allowed us to send personalized postcards tailored to their specific area of interest, featuring key event details such as important show dates, exhibitor opportunities, and compelling reasons to attend.
Results
The direct mail campaign delivered impressive results, helping to drive significant last-minute registrations for both attendees and exhibitors. The campaign achieved a remarkable 94:1 ROAS, contributing to a highly successful trade show with nearly 30,000 attendees from over 120 countries.
Key outcomes:
- 33% of postcard recipients returned to the registration webpage.
- 3% of recipients completed their registrations for the event, including both attendees and exhibitors.
This targeted direct mail strategy was crucial in driving both attendee and exhibitor engagement, effectively complementing IHA’s digital marketing efforts and ensuring a successful trade show.
“In the B2B world, inboxes are cluttered with spam and cold sales emails. Direct mail retargeting allowed us to cut through the noise and connect with our target audience in a less crowded space—their mailbox. By segmenting visitors based on their browsing behavior, we were able to deliver personalized, relevant messages that helped drive meaningful registrations for both attendees and exhibitors in a cost-effective way.”
— Adrian Bredeson, owner of E-Power Marketing
Turn Website Visitors into Customers with Direct Mail Retargeting
Along with a well-rounded marketing strategy, direct mail retargeting proved to be highly effective for DiamondCore and IHA, helping them to re-engage visitors and boost conversions.
If you’re looking to seamlessly integrate your digital and offline marketing efforts, direct mail could be a great option for your business too.
Ready to give it a try? E-Power is here to help. Our team can help you launch a successful retargeting strategy and help turn website visitors into traffic.
