Sometimes all a prospect needs is a gentle reminder of your product or service in order for them to convert. Maybe they visited your page yesterday or even a week ago, but with the hustle and bustle of busy lives, it’s easy to forget. Retargeting is a great way to give them that nudge they need. In fact, this recent report shows that 26% of customers will return to a company’s website after they see a retargeting ad.
While we typically consider retargeting ads to be an online-only marketing tactic, you can actually send direct mail retargeting ads, too. When part of a more comprehensive marketing strategy, direct mail as retargeting becomes a powerful tool.
Let’s take a closer look at how print retargeting works, as well as how it can help you more easily convert prospects into customers.
How Retargeting Works
On the digital side, retargeting is simple: companies place “cookies” on their website that track a user’s habits. If the user leaves without making a purchase, the company can then match that person to their social media or email account and deliver a relevant ad within minutes of them leaving the site.
This process is similar for a print follow-up—the major difference is that the retargeting ad will arrive in the user’s mailbox about 24–48 hours later, not within minutes. Once the prospect leaves your website, a third-party resource can help you identify the correct mailing address for that person based on a network of other opt-in cookies.
While you can try to manage this process on your own with analytics, many services exist to help take the hassle out of checking campaign results and then physically dropping the ad in the mail. One such company has reported that direct mail retargeting can lead to conversion rates of around 40%; this result is measured by the actions taken based on your mailer (e.g., visit the website, call the phone number, etc.).
Why Direct Mail?
Given how much technology has begun to run our daily lives, you might think that the age of print media is over. However, it’s not—not by a long shot. In fact, with an excess of emails in your inbox and digital ads vying for your attention on every website, we’re in an age of digital overload. Because of this, direct mail becomes a vital opportunity to make a positive impact on your prospects without being part of the everyday tech overload.
After all, most people love getting mail—it’s a welcomed reprieve from their crowded digital inboxes. And since most people only receive a handful of direct mail pieces rather than hundreds of emails a day, you have a much better chance of getting your prospect’s attention with a postcard than an email. That said, designing the right eye-catching direct mail ad is an important part of your retargeting strategy. While you take yourself out of the digital overload, you still need to wow your prospects to easily convert them into customers.
A Multi-Touch Strategy
The truth is, your marketing strategy will work best using multiple levels of contact. To be most successful, you must develop an integrated, multi-touch strategy that reaches your prospects where they are: both online and in person. By sending reminders of your business in both print and online media, you significantly increase the chances that they will finish what they started on your website.
All of this is easier said than done, though, so it helps to have a print marketing specialist in your pocket to ensure your success. At Advertisers Printing, we’re not just content with being a commercial printer—we can help you every step of the way. From idea conception to printing, we make sure you achieve your business goals.
Contact us today for more information on how print-based retargeting ads can bolster your marketing strategy.