Direct Mail Retargeting Explained: How it Works & Best Practices

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Is direct mail retargeting making a comeback? No! Because it never left!

Direct mail is still a powerful tool for engaging prospects who leave your website without converting. More than ever, blending traditional direct mail with digital strategies is the best strategy to help your company stand out.

Direct mail retargeting offers a unique way to do that by reconnecting with website visitors with a personalized postcard, increasing the chance of conversion.

Main Takeaways:
Direct mail retargeting bridges the gap between digital and traditional marketing by reaching visitors offline.
Personalized direct mail boosts engagement and improves conversion rates through customized messaging based on behavior.
LeadPost identifies anonymous website visitors and collects the data needed for effective direct mail campaigns.
Integration with digital channels enhances the impact of your marketing strategy.
Best practices such as A/B testing, timing, and design maximize the effectiveness of direct mail retargeting.
What is Direct Mail Retargeting?
Direct mail retargeting is the practice of sending postcards to website visitors who leave without completing a desired action, such as making a purchase or filling out a form. Unlike traditional direct mail, which targets broad algeria telemarketing data lists of recipients, direct mail retargeting focuses on specific individuals based on their interactions with your website.

This strategy fits seamlessly into a multichannel marketing strategy by providing an offline touchpoint to complement your digital efforts. Online ads and emails can be effective on their own, but adding direct mail makes your campaign more robust by offering a tangible, memorable experience.

How Direct Mail Retargeting Works
Let’s break down the step-by-step process of how direct mail retargeting is done:

Identify anonymous website visitors.
LeadPost’s website visitor identification technology captures information about users who browse your site but leave without converting. This is done based on filters you can set up to avoid paying for data you don’t want. For example, you don’t want to pay for customer data you already have. You also might not want data from people who don’t spend a certain amount of time on your site.
Collect key data points (name, mailing address, behavior).
Once identified, key data points such as visitor name, address, and browsing behavior are collected for personalization. You can also collect demographic information like gender and income range if you choose. (This information can be sent to your CRM as well.)
Personalize postcards or direct mail based on visitor data.
With the collected data, your business can use LeadPost’s dynamic injection feature to create customized direct mail pieces tailored to your visitors’ interests, such as showcasing products they viewed.
Send physical mail to re-engage prospects.
When a visitor matches your filter, it will trigger the delivery of a postcard to that visitor. Personalized direct mail is sent to the identified visitors, offering incentives like discounts to encourage them to complete a purchase.
The Benefits of Direct Mail Retargeting
Adding direct mail retargeting to your marketing strategy offers several advantages that boost engagement and improve ROI.

Higher Engagement Rates
Higher engagement rates significantly enhance overall campaign success by increasing the likelihood that recipients will respond to your marketing efforts. In a digital-dominated world where consumers are bombarded with emails, ads, and social media messages, physical mail stands out due to its tangible nature.

Direct mail offers a more personal touch, leading to higher open and response rates—typically around 9%. This differentiation helps brands capture attention, build stronger connections, and ultimately drive more conversions.

Personalization for Improved Conversions
Direct mail enables businesses to personalize messaging and offers by leveraging visitor data to create targeted communications tailored to individual preferences and behaviors. This personalization increases the likelihood of engagement, as recipients are more likely to respond to offers that are relevant to their interests.

For example, if a visitor abandoned their cart on your site, you could send them a postcard featuring the exact products they were viewing, along with a special discount.

With LeadPost, you can use visitor data—such as browsing behavior or purchase history—to craft unique offers for each prospect, ensuring that your direct mail campaigns are both relevant and compelling.

Complementing Digital Efforts
Direct mail enhances ongoing email, social, and display ad campaigns by adding an offline touchpoint that reinforces the messages consumers encounter digitally. This omnichannel approach increases brand visibility and engagement, as recipients are reminded of the offer across multiple platforms, making them more likely to convert. By creating a cohesive experience that bridges both digital and physical channels, businesses can strengthen their marketing efforts.