Direct mail retargeting

Direct mail retargeting is a marketing strategy that involves sending targeted and personalized direct mail pieces to customers or prospects who have previously interacted with a brand or have shown interest in its products or services. The goal of direct mail retargeting is to re-engage with these individuals and encourage them to take a specific action, such as making a purchase, signing up for a service, or visiting a website.

Here are some benefits of direct mail retargeting:

  1. Increased conversions: By targeting individuals who have already shown interest in a brand, direct mail retargeting can lead to higher conversion rates compared to traditional direct mail campaigns.
  2. Improved ROI: Direct mail retargeting allows marketers to focus on high-value prospects who are more likely to respond to their marketing efforts, resulting in a higher return on investment.
  3. Personalization: Direct mail retargeting enables marketers to personalize their messages and offers based on the individual's previous interactions with the brand, increasing the likelihood of a positive response.
  4. Cost-effective: Direct mail retargeting can be more cost-effective than other marketing channels, such as online advertising, as it allows marketers to target specific individuals who have already shown interest in their brand.

Here are some common use cases for direct mail retargeting:

  1. Abandoned cart campaigns: Send a direct mail piece to customers who have abandoned their shopping carts, encouraging them to complete their purchase.
  2. Win-back campaigns: Target customers who have stopped engaging with a brand, offering them a special promotion or incentive to re-engage.
  3. Upsell/cross-sell campaigns: Send targeted direct mail pieces to customers who have made a purchase, offering them related products or services.
  4. New customer welcome campaigns: Send a direct mail piece to new customers, welcoming them to the brand and offering them a special promotion or incentive to encourage repeat business.

To execute a direct mail retargeting campaign, marketers can use the following steps:

  1. Identify target audience: Determine which customers or prospects to target based on their previous interactions with the brand.
  2. Create targeted list: Build a list of the target audience using data from customer relationship management (CRM) software, email marketing software, or other data sources.
  3. Design and produce direct mail pieces: Create targeted and personalized direct mail pieces, such as postcards, letters, or catalogs, that speak to the individual's interests and needs.
  4. Mail the pieces: Send the direct mail pieces to the target audience, using a mailing list service or in-house mailing capabilities.
  5. Track and measure results: Monitor the response rates, conversion rates, and ROI of the direct mail retargeting campaign to refine and optimize future campaigns.

Some popular direct mail retargeting tools and services include:

  1. Mailchimp: A marketing automation platform that offers direct mail retargeting capabilities.
  2. Selligent: A marketing automation platform that offers direct mail retargeting capabilities.
  3. Pardot: A marketing automation platform that offers direct mail retargeting capabilities.
  4. Direct mail services: Companies that specialize in direct mail production and mailing services, such as Pitney Bowes, LSC Communications, and Quad/Graphics.

By leveraging direct mail retargeting, marketers can re-engage with customers and prospects, increase conversions, and drive revenue growth.