Direct mail and digital marketing have long been considered separate channels with distinct audiences and tactics. However, in today’s omnichannel world, the lines between offline and online are blurring.
Savvy marketers now recognize the value of integrating different approaches to create a seamless customer experience across all touchpoints.
This article will explore how direct mail can be combined with digital retargeting strategies to maximize the impact of both. We’ll cover the basics of each approach, how they complement each other, and specific tactics for integration.
By thoughtfully blending offline and online efforts, businesses can engage customers in a more personalized way throughout their journey.
Direct Mail 101
Direct mail involves sending printed materials like letters, postcards, or catalogs directly to a targeted list of recipients. Some key aspects of direct mail include:
- Lists. Direct mail requires clean, opt-in mailing lists segmented by demographics, purchase history, and other criteria. Rent/purchase lists from data providers.
- Creative. The mailed piece should have a clear call to action and value proposition that motivates recipients to take the desired next step, whether that’s a purchase, store visit, or online action.
- Timing. Consider factors like seasonality and when previous purchases were made to optimize the timing of your direct mail campaign.
- Testing. A/B test different creative designs, messaging, offers, and recipient lists to determine the most effective direct mail strategy.
When done right, direct mail can drive high response rates. However, its impact is limited without follow-up and integration with digital efforts.
Digital Retargeting 101
Digital retargeting uses website visit data to re-engage customers who have shown interest but not yet completed a conversion action. Some key aspects include:
- Tracking pixels. Place tracking pixels on your website and in emails to recognize visitors. Pixels fire when someone visits a page with the code installed.
- Ad creation. Use retargeting pixels to build audiences in platforms like Google Ads and Facebook. Then create remarketing ads to those audiences.
- Ad placements. Run retargeting ads on the open web and in social media feeds to reconnect with past website visitors.
- Optimization. Test different ad creative, placements, bids and budgets to see what resonates most with retargeted audiences.
By itself, retargeting has a narrow focus. But combined thoughtfully with other channels, it enhances overall marketing effectiveness.
Integrating Direct Mail and Digital Retargeting
1. Capture Website Data with Direct Mail
Place your tracking pixels not just on your website but also in your direct mail creative. That way, when recipients visit your site after receiving the mailed piece, their engagement can be recognized for future retargeting.
2. Retarget Direct Mail Recipients Online
Build a retargeting audience from the people who received your direct mail campaign. Then serve them reminder ads across devices to sustain top-of-mind awareness.
3. Cross-Promote Offers
Feature complementary offers or promotions in your direct mail and retargeting ads. For example, promote an online coupon in direct mail and encourage visiting your site to redeem it, where they may be retargeted.
4. Measure Response Rates
Analyze click-through and conversion rates between the direct mail recipients who saw retargeting ads versus those who didn’t. This can provide valuable insights into how the channels work together.
5. Maintain Communication Preferences
Clearly communicate with customers about how their data will be used across channels. Make preferences for opting in/out of marketing communications easy to find and update.
FAQs
Q: How do I place tracking pixels in my direct mail?
A: You can embed pixel code by including a tiny URL or QR code that redirects to a tracked landing page. Or work with your printing vendor to directly embed pixels into printed materials during production.
Q: What’s the best retargeting ad format?
A: Test different ad types like banners, videos, social posts or even email retargeting. Conversion rates can vary significantly by format. Prioritize the placements your buyers actually engage with.
Q: How long should I retarget visitors?
A: Most see engagement drop off after 30 days, so start with retargeting windows of 15-30 days and test longer/shorter durations. Re-add visitors who don’t convert for multiple retargeting attempts.
Q: Can I integrate other channels too?
A: Yes, you can apply these principles to additional channels. For example, capture TV ad viewers on a co-viewed website then retarget them. The goal is a seamless omnichannel experience.
Q: What’s the ideal direct mail – digital split?
A: There’s no single answer as it depends on your goals and audience. Test different budget allocations between the channels to maximize overall response rates within your marketing investment. A/B test frequently for ongoing optimization.
Conclusion
By thoughtfully integrating direct mail and digital retargeting, marketers can create a more personalized omnichannel experience for customers. Testing different tactics will provide valuable insights into how these powerful channels can be combined strategically.
With careful planning and execution, the whole becomes greater than the sum of its parts through cross-channel marketing integration.
