As a business owner, you need to understand the value of customer loyalty and direct mail retargeting. Believe it or not, you have nearly 70% of more opportunities to sell your products to existing customers than selling to new leads. So, why let them go?
Plan direct mail retargeting strategies that can appeal to these customers and bring them back to your store. Retargeting is the method of obtaining IP addresses of people who show interest in your business, matching it with their physical addresses, and sending direct mails containing deals and promos on your products/services. The best tactics here are:
Prepare a Comprehensive Mailing List
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When you start with direct mail marketing, the first step is to prepare a mailing list with prospects from various channels. You may choose the regular site visitors, but it’s equally important to filter them appropriately. Stay ahead of time to send personalized messages that will bring them onboard.
The ideal practice is to identify the stage of marketing when a customer leaves your site without making a purchase. With the right technology, automated mails can locate the customers browsing the category pages, homepage, or product pages on your website. It catches the triggers or actions and fine-tunes them to send direct mail pieces.
Enlist the Benefits to the Customers
In a campaign for mail retargeting, focus your message on the benefits that will appeal to the customers. Instead of talking about product features, list out the information that your targeted audiences are searching for in the product.
You may collect data related to your previous and existing customers to find factors that influenced their buying decisions in the past. Accordingly, you may pinpoint these factors when creating mail messages. Design the message that asks the customers to come back and shop with you again.
Test Your Offers
Before targeting a large bunch of customers, experiment your offers by sending them across to a small part of your mailing list. This will not only help to track the results but also maximize the impact of your campaign.
Also, create a code for your offer. The customers can read this code having a specific date and list number to avail of the offer. And you can track this code easily into your system to see the performance of your campaign.
Monitor and Track the Offers
In comparison to online campaigns, direct mail retargeting can be hard to track. You can’t have a specific idea if the recipients open the direct mail or discard them. However, there are some ways to track them with trusted results.
Create a landing page exclusively for direct mail leads. Depending on the number of visitors on this page, you can trace back the success of your campaign.
Use Social Media for Retargeting
Since your customers may be moving from one channel to another, you need a strategy that combines them all for the best results. For example, you can leverage both direct mail and platforms like Facebook and Instagram for better conversions.
Direct mail will induce the buyers to check out your offers while Facebook will aid the campaign through promotions and follow-ups.
If appropriately applied to these strategies, direct mail can be an excellent way to retarget your customers.