An effective retargeting strategy for your direct mail marketing efforts can lead to higher conversion rates. But how do you retarget recipients who have engaged with your brand but haven’t converted? The key lies in creating mailers with the right messaging delivered at the right time.
Retargeted direct mail should be personalized based on the recipient’s previous engagement with your brand. For example, you can send out personalized direct mail that’s based on the recipient’s digital interactions. By sending out personalized mail pieces that have been triggered through recipients’ recent interactions with your brand, you’re more likely to see conversions.
We’ll discuss how to retarget recipients after they’ve engaged with your business but haven’t yet converted. We’ll also explain strategies to increase the conversion rate of follow-up campaigns to ensure your business sees optimal direct mail response results.
What Is Direct Mail Retargeting?
Direct mail retargeting is a strategy designed to reconnect with individuals who have previously engaged with a direct mail piece but haven’t taken the desired action, such as making a purchase or filling out a form. It mirrors the principles of digital retargeting but applies them to the traditional realm of direct mail. The goal is to leverage the initial interest shown by recipients to encourage a decisive direct mail response.
Generally, the best way to go about direct mail retargeting is to utilize digital and data-driven strategies as well as personalized content to gain responses. However, the first step in direct mail retargeting is identifying individuals who have shown some level of engagement with your initial direct mail campaign. This could include actions like visiting a specific landing page, clicking on a QR code, or responding to a call to action within the mail piece.
You’ll then want to consider data-driven strategies and tailored approaches. Almost all successful retargeting hinges on the integration of data across channels. Combining the information gathered from direct mail engagements with your digital marketing database allows for an overview of each recipient’s interactions. This integrated data forms the foundation for personalized and targeted follow-up campaigns.
You can then use a custom approach for your follow-up direct mail pieces. Direct mail retargeting relies on tailoring follow-up campaigns based on the recipient’s past interactions. This could involve sending a second direct mail piece with personalized content, exclusive offers, or a reminder of the initial call to action. By using a tailored approach based on data, you’re more likely to see a direct mail response.
Understanding Direct Mail Engagement Metrics
Before diving into retargeting strategies, it’s helpful to understand the key engagement metrics associated with direct mail campaigns. These metrics help you identify potential leads and gauge the effectiveness of your efforts.
To start with, the direct mail response rate is the percentage of recipients who responded to the direct mail piece. This includes a variety of actions like making a purchase, visiting a website, or filling out a form. More narrowly, conversion rates refer to the percentage of recipients who completed the desired action, such as making a purchase, after responding to the direct mail piece.
Additionally, engagement signals are also helpful to those running direct mail campaigns. Various actions that indicate interest, such as visiting a specific landing page, clicking on a link, or interacting with a QR code can help determine retargeting strategies.
Overall, by closely monitoring all of these metrics, you can pinpoint the recipients who have engaged with your direct mail but haven’t converted, creating an opportunity for strategic retargeting.
Retargeting Strategies for Engaged but Non-Converting Recipients
If you’re retargeting for engaged but non-converting recipients, it’s helpful to take a look at where they’re at in the customer purchasing process. Depending on what stage they’re at, the strategies for your retargeting campaign may be different. For example, if they’re in the awareness stage, you could trigger a custom direct mail piece to be sent after visiting your website for the first time.
Or, if your website visitors are in the consideration stage (browsing products repeatedly or signing up for newsletters, updates, etc.), you could send out a direct mail piece that showcases the products or services they’re interested in purchasing. The piece should include a simple and quick way to make a purchase.
Finally, if your website visitors are near the purchase stage–such as putting items in their digital shopping carts, but abandoning them–you should send out a mailer that includes these products. You could even include a discount or other enticing offer to give your recipients more incentive to make a purchase. Particularly, limited-time offers can create a sense of urgency and exclusivity that compels recipients to act promptly. So, including a call-to-action, such as “Get 10% off your order in the next 24 hours!” could drive your recipients to take the desired action.
Leveraging Data Analytics for In-Depth Insights
Data analytics play a pivotal role in optimizing retargeting strategies. Utilize advanced analytics tools to gain in-depth insights into recipient behavior, preferences, and the effectiveness of various retargeting efforts.
Segmenting your engaged recipients into various groups analyzes your audience better. For example, you could segment engaged recipients into groups based on their behavior, demographics, or any other relevant criteria. You can then analyze the performance of each group to identify patterns and trends. This understanding allows for targeted retargeting campaigns tailored to specific recipient segments.
Predictive analysis is another helpful tool when creating retargeting strategies. You can employ predictive analytics to forecast the likelihood of conversion for each engaged recipient. With this technology, machine learning algorithms can analyze historical data to identify patterns associated with successful conversions. By targeting recipients with a higher likelihood of conversion, you can optimize resource allocation and maximize the impact of your retargeting efforts.
Integrating Digital Technology for Enhanced Engagement in Follow-Up Campaigns
Embrace technological advancements to enhance the engagement and effectiveness of retargeting efforts in follow-up direct mail campaigns. By seamlessly blending the tangible and tactile nature of direct mail with the interactivity and connectivity of digital tools, you can create a dynamic and immersive experience for your recipients, making them more likely to convert.
QR Codes: Bridging the Physical-Digital Divide
One of the most effective ways to integrate digital technology into direct mail is through the use of QR codes. These small, square codes can be easily scanned by smartphones, directing recipients to a specific online destination. In the context of follow-up campaigns, QR codes can lead recipients to personalized landing pages, exclusive offers, or interactive content related to their previous engagement.
For instance, if a recipient had previously browsed a particular product on a website after receiving a direct mail piece, the follow-up direct mail could include a QR code linking directly to that product’s page. This creates a seamless transition between the physical and digital channels, enhancing the overall customer experience and increasing the likelihood of conversion.
Personalized URLs (PURLs): Tailoring the Digital Experience
PURLs are custom web addresses created for individual recipients. Including PURLs in follow-up direct mail campaigns allows marketers to tailor the digital experience based on the recipient’s previous interactions. For instance, a PURL might lead to a landing page with a personalized message, product recommendations based on past browsing behavior, or an exclusive promotion tied to their engagement. By providing a personalized and relevant online experience, PURLs enhance the effectiveness of follow-up campaigns, making recipients feel valued and understood.
Creating a Successful Retargeting Campaign
If you’re looking to boost your direct mail response rate in your follow-up campaigns, it’s essential to follow the best strategies. Using a data-driven approach to create personalized mailers ensures that you reach your recipients at the right time with a custom offer that speaks directly to them.
From using QR codes to offering unique PURLs on the mailer, integrating digital channels with your follow-up direct mail campaigns can yield fantastic results. However, retargeting recipients who have engaged with direct mail but haven’t converted is a nuanced process that requires a combination of strategic thinking, data analysis, and technological integration.
While it may seem challenging to implement these strategies, the right tools can make the process simple. Whether you’re looking to segment your audience by age or household income, our demographic data can help you make informed data-driven decisions for your next direct mail retargeting campaign. By understanding and leveraging the potential of direct mail retargeting, you can foster deeper connections with your audience and drive higher conversion rates. So, if you’re looking to create a follow-up direct mail campaign, our resources can help you boost the conversion rates on this next marketing venture.
