A cohesive marketing journey requires integrating both online and offline strategies.
Direct mail retargeting bridges the gap between digital interactions and physical marketing, creating a seamless experience for customers that enhances engagement and results across channels.
What is Direct Mail Retargeting?
Direct mail retargeting is an innovative marketing strategy where you send targeted postcards or letters via mail to people who have visited your website but haven’t taken a desired action, such as purchasing or signing up.
By combining digital data with the personal touch of direct mail, you can engage customers in different ways and reach your business goals faster.
How It Works
Direct mail retargeting uses online data and tracking to send mailers with targeted messaging to the right people.
When a potential customer visits your website, cookies or pixels track their behavior and collect data about the pages and products they visited and what actions they took.
The data is matched with offline customer databases and third-party data providers to match the customer to a physical address.
Then, a personalized mailer is sent to their address to encourage them to convert or engage more with your business. Say someone viewed a product but didn’t buy it. The postcard might feature that product and include an enticing discount code.
Direct Mail Bridges the Gap Between Online and Offline
This strategy works hand-in-hand with other marketing tactics and helps create a well-rounded online and offline marketing experience for your customers.
Reinforce Your Digital Messaging
The direct mailers serve as an additional touchpoint to reinforce the brand and messaging that customers saw online among many other brands and posts.
Multiple touchpoints are critical when it comes to engaging and converting customers. Research shows that it takes an average of eight touchpoints for a customer to make a purchase.
And with direct mail, that extra touchpoint packs a punch. According to a leading direct mail retargeting platform, there’s a 70% higher recall rate with retargeted direct mail.
Enhance the Customer Experience
Direct mail provides something tangible and personalized, which can help make the experience more memorable for your customers.
According to research, 71% of consumers expect personalized interactions with companies and get frustrated when they don’t get that customized approach. Direct mail provides a cost-effective way to provide the personalized attention your customers crave.
While it’s easy to continue scrolling online, it’s hard to ignore a personalized offer for something you’re already interested in when you’re holding it in your hand, or walking past it on the counter multiple times a day.
Stretch Your Marketing Budget Further
Because it’s hard to ignore something you’re physically holding, direct mail often has a lower cost per engagement compared to digital clicks.
At E-Power, we’ve seen these retargeting campaigns generate a 12:1 ROAS (return on ad spend) and 25% conversion rate or higher for our customers. While results vary based on the campaign and industry, these results stand out against the average 3:1 ROAS and 2-4% conversion rate benchmarks of digital advertising alone.
Making the most of your budget and finding the best avenues for results are especially important during high-competition periods like the election season.
Does Direct Mail Retargeting Actually Work?
Yes! We’ve found direct mail retargeting to be incredibly successful for many of the businesses we partner with here at E-Power. Here are a few direct mail marketing examples from our team.
DiamondCore Tools
We worked with DiamondCore Tools to use direct mail retargeting to re-engage with artists who had shown interest in their unique, high-quality pottery tools.
- About 32% of postcard recipients returned to the company’s website.
- 27% of recipients ended up making a purchase using the offer provided.
- 12:1 ROAS
The Inspired Home Show
In partnership with the International Housewares Association (IHA), we launched a direct mail campaign to help boost last-minute registrations for the organization’s annual industry event — The Inspired Home Show.
- About 33% of postcard recipients returned to the registration website
- 3% of recipients completed registrations to attend the trade show in Chicago
- 94:1 ROAS
Along with our other integrated marketing efforts, the campaign contributed to a successful show, with nearly 30,000 attendees from 120+ countries.
Launch Your Direct Mail Retargeting Campaign Today
Are you ready to explore retargeted direct mail as a way to bridge online and offline efforts and drive better results? We can help!
From developing messaging and creatives to tracking campaign results, we’re in your corner to help you launch and get the most out of your direct mail campaigns.
