Proprietary technology is making it easier to merge digital marketing with print. These advancements have made it possible to generate personalized direct mail within hours of a potential customer’s visit to your website, too. This type of marketing, known as direct mail retargeting, is one of the hottest trends emerging in 2021.
Businesses of all kinds are already utilizing direct mail retargeting. In fact, giants like Wells Fargo, Ashley HomeStore, GEICO, and Talbots have been implementing direct mail retargeting into their marketing initiatives. The good news is that these companies’ direct mail retargeting is fully compliant with privacy laws, too.
If the concept of direct mail retargeting is new to you, our team at Pel Hughes has compiled some helpful information to help you determine if this type of marketing is something you should pursue.
Direct Mail Retargeting: The Basics
You might already be utilizing retargeting through e-mail. Many businesses send personalized e-mails if a shopper abandons a purchase after placing goods in their digital shopping cart. Direct mail takes this principle a step further by sending personalized print materials to a shopper’s home.
Personalized direct mail can be generated in a matter of hours after a potential customer places items in their cart but does not follow through on their purchase. This mail can include incentives like discounts or promotional codes to encourage a sale as well.
The Case for Direct Mail
While many businesses are digitally-forward with their marketing, there is still a real need to engage in print from time-to-time. Print, particularly direct mail, offers high conversion rates and resonates well with customers across many demographics.
To illustrate the effectiveness of print advertising, it’s important for business owners and decision makers to know that direct mail is the leading martech stack offering high YOY growth. The second martech stack is data, which is something that is necessary to produce an effective direct mail retargeting campaign. Direct mail when coupled with reliable data can lead to increased conversions, brand recognition, and customer loyalty.
Direct mail alone sees higher ROI than e-mail marketing and social media advertising. It helps legitimize your business, too by giving your brand a real-life presence in a potential customer’s mailbox.
If direct mail seems passé, consider the following statistics:
- Over 50% of consumers feel that direct mail is a trustworthy method of advertising
- More than 80% of direct mail is opened while about 30% of e-mail advertising is opened
- Direct mail’s ROI hovers between 18% and 20% while social media and e-mail marketing sees an ROI between 1% and 3%
Direct mail is powerful—especially when it is properly executed. A good piece of direct mail has compelling copy, crisp design, and quality stock. If you need help harnessing the power of a direct mail, give the experts at Pel Hughes a call at (504) 486-8646. We provide in-house printing and graphic design. We also offer database management to help you keep track of your customers and new leads.
