But it could include more than a special offer or incentive, such as variable content that will be relevant to them, based on their action on your site, as well as possible segmentation factors. How granular you want to get with this mailer is up to you and your strategy. For each (if you’d like), you can set up a trigger for a specific direct mail piece that gets printed and mailed to the prospect. The web pages that each prospect visits indicate where they are in the buying process. visiting pages with information on brick-and-mortar physical store locations.downloading a document (e.g., PDF, infographic, or other content) without completing a form.viewing individual product or service pages.recently signing up for your email list.returning as a past customer who hasn’t responded to a win-back campaign.How to Use RetargetingĬertain types of customer behavior at a website are opportunities to trigger the sending of a retargeted direct mail piece. With retargeting, you can turn these tire-kickers into direct mail leads with a targeted printed piece. In addition, the average digital retargeted ad click-through rate (CTR) is 0.7%.Īll of this means that there’s a gigantic need for better ways to convert these website visitors. While marketers have responded by using digital retargeting, such as banner ads, shoppers are increasingly ignoring them, or installing ad blocker software to do the job for them. Or maybe they’re up near the top of the sales funnel, simply gathering information before deciding what they should buy, and from whom. Regardless of what brought them there – a Google search, an ad, a social media post, a past purchase, etc. When to Use RetargetingĪccording to Marketo, 96% of visitors to a business’ website are not ready to make a purchase when they arrive on that page. Let’s look a little closer at the value of direct mail retargeting. Studies show that connecting with a message on a physical level creates a strong emotional bond with customers and leads to longer brand recall. While digital alone has transformed how to communicate with customers, mail offers an added advantage: the ability to engage senses such as touch. It works by matching the IP addresses of visitors to your website with physical addresses – ones that you can then target with a mailed offer. For marketers who want to bring the best of the digital and physical worlds together, direct mail retargeting offers a powerful way to connect with consumers.
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