An Introduction to Mail Retargeting

It has happened to everyone who goes online. You search for something, then later, you see an advertisement pop-up reminding you of your search. It may be recommending you to purchase an item or simply giving you suggestions for similar sites. In an age where people spend a lot of time online, it is a popular marketing tactic.

But, how can you cut through the thousands of ads people see every day between email, social media, and general browsing online? You can do so by incorporating direct mail into your marketing plan.

Mail retargeting helps companies turn online leads into real, tangible leads in the real world. Discover how it works, and why you shouldn’t leave snail mail totally out of your marketing plans.

What is mail retargeting?

Direct mail retargeting is a unique way for companies to reach customers who have been on your website through direct mail. Here’s how it works:

1. Customers visit your website, unprompted.
2. Pixels track the IP address, which identifies the customer and provides his mailing address.
3. A direct mail is sent out directly to the customer based on his browsing history.

Companies can send many types of mails such as personalized coupons, advertisements, and even postcards notifying customers of upcoming sales on products that may interest them.

Often, these mails go out within 24 to 48 hours. This fast turnaround time is important as it provides the recipient a nudge while your product or service is still on his mind.

Benefits of using direct mail to reach customers

Though it once was thought of as a dead form of communication, using snail mail to reach customers has many benefits and can play a critical role in helping convert customers.

• Actual mail is considered more trustworthy. With spam constantly filling inboxes, many customers view mail from the mailbox as legit and not automatically trash it.
• People hold onto print pieces longer. When it comes to email, most people read it and delete it; they don’t hold onto it much longer than that. People do, however, tend to hold onto direct mails for a while, reminding them to take action.

Tip: Make sure that your offer, if you are sending a coupon, has a longer expiration date, so people have time to receive it, consider it, and act on it.

• You have less competition. Website feeds are overflowing with ads and pop-ups, which can distract customers or lead them away from you. Direct mail, however, allows them to focus only on your brand and product.

Is mail retargeting a good option for me?

When it comes to reaching more people, companies want to get the most out of their marketing budgets. That is one reason why they may lean towards having a substantial digital program. Emails are often seen as more cost-effective.

But emails don’t always lead to new customers.

If your lead generation is stale or if you are looking for a way to boost the number of customers you have, mail retargeting is a good option. It allows you to take leads from the internet and reach out to them in a different, but very personalized way.

If you have a desire to grow your business and clientele, then mail retargeting is a good option for you.