Common Direct Mail Retargeting Mistakes To Avoid

Direct Mail Retargeting

Direct mail retargeting is a cost-effective and impactful way to reach your past, current, and prospective customer base. New consumer research shows mail is more influential on purchasing decisions than most digital marketing channels. Therefore, you can bet that adding retargeted direct mail into your remarketing strategy will convert more leads than digital ads alone.

You can use direct mail retargeting to engage with customers who:

  • Visited your website or browsed a landing page
  • Downloaded a piece of content
  • Abandoned a shopping cart
  • Subscribed or unsubscribed
  • Only shopped once
  • Shop every day
  • Stopped shopping
  • The list goes on and on …

As you can see, identifying your audience in retargeting campaigns isn’t the hard part. The ultimate challenge is getting the right message to the right person at the right time. Here are five common direct mail retargeting mistakes and how to avoid them.

Prefer to listen? Check out our podcast The Direct Effect: Common Direct Mail Retargeting Mistakes To Avoid

Mistake #1: Not Maximizing Your CRM Data

When developing an acquisition mailing, the information you know about your prospects can be limited, making personalization efforts tricky. Retargeted mail is different. Your CRM is filled with information like past purchases, product browsing and search behavior, cart contents, and more. Use these insights to pack a punch with variable imagery and copy to create a unique piece for each customer.

Try this instead: Analyze CRM data to pinpoint customers who are members of your loyalty program but have been inactive recently. Target these customers with a direct mail piece spotlighting their existing points total, customized rewards available, and exclusive offers with a limited duration.

Mistake #2: Not Prioritizing Time to Market

Retargeting campaigns are focused on connecting with consumers when they are leaning into your products or services. The best performance comes from the most recent leads or triggers because that’s when your mail piece is most relevant. Just like with digital retargeting ads, it’s essential to prioritize the time to market for your retargeted mailing to ensure you don’t lose the attention of a customer who shows interest. Your goal should be to have mail in your consumer’s hands within a week of the trigger event.

Try this instead: Monitor customers who have started but not completed the sign-up or purchase process. Right after they abandon, send a direct mail piece acknowledging the incomplete transaction, offering assistance, and providing an incentive such as a limited-time discount or a free trial.

Mistake #3: Not Using First-Class Mail

While first-class mail is more expensive than standard mail, the delivery speed is a benefit for direct mail retargeting campaigns. Postcards are a popular and performing format for retargeting strategies, specifically because your brand is already familiar to your audience. In fact, 37% of consumers prefer postcards over other mail formats. Conveniently, both 4”x6” and 6”x9” postcards are offered at a reduced first-class rate. Take advantage of this discount to land in mailboxes even faster.

Try this instead: Thank a customer for their recent purchase by sending a first-class postcard, suggesting complementary products with a unique discount code valid for a short period. The speed of first-class mail ensures a strategic in-home date while the initial purchase experience is fresh, increasing the likelihood of an upsell.

Mistake #4: Failing to Integrate with Digital Channels

IOS updates and mounting privacy regulations may have spoiled the good old days of digital retargeting, but with a modern mindset, your retargeting strategy can be salvaged. Integrated direct mail is one of the best ways to fight back. In addition to leveraging an engaging and valued offline marketing channel, you can also use an identity graph to target your audiences online—long after the cookie is gone.

Try this instead: Target past customers with a mailer showcasing featured items for an upcoming sale. Include a QR code that takes customers to a tailor-made landing page displaying the products recommended in the mailer. Using SeQuel Surround, engage the same audience with digital ads to promote the sale. Not only will this maximize engagement, but it will also increase website traffic and online exposure.

Mistake #5: Not Using Direct Mail Retargeting

The biggest mistake you can make is not retargeting at all. While customer acquisition is a crucial marketing strategy for many brands, avoid solely focusing on attracting new/potential customers. Your goal should be to protect your existing customer base and nurture existing relationships in addition to seeking out new ones.

Try this instead: Develop a direct mail retargeting campaign that connects your brand with new leads or rewards your loyal customers during critical purchasing windows. Contact a SeQuel Marketing Strategist to learn more about how you can optimize your retargeting strategy in 2024.

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