By using a combination of tangible direct mail, and online marketing, companies are now finding they are better able to engage and bring back anonymous web traffic in a powerful way.
Many companies are finding that their online retargeting strategies involving display ads are just not enough. An large amount of businesses’ web traffic remains unknown, and most of it remains unconverted when using digital retargeting efforts alone.
Ad-blocking software has become more effective and ads that successfully go through are often ignored. Users experience “banner blindness” and have learned to ignore content that resembles ads. Today’s digital marketer needs to work harder, bring back unconverted visitors, and consider alternatives to overcome these obstacles to higher conversions.
What is Mailbox Retargeting?
Instead of retargeting website visitors using only online efforts such as pop-up ads or display ads, Mailbox Retargeting takes anonymous web traffic and turns it into leads with mailable addresses. This allows businesses to reconnect with prospects and lead them back to their site by using the power of direct mail and email.
With the ability to make a connection between direct mail marketing and digital marketing, Mailbox Retargeting combines the strengths of both for the perfect retargeting solution.
How does Mailbox Retargeting increase conversions?
Digital retargeting is only seen digitally while Mailbox Retargeting takes the marketing message to the next level in a physical way.
To put it simply, not everyone engages with ads. Display ads on websites can be an effective way to retarget, but it isn’t guaranteed that prospects will take notice and return to the site in the intended manner. However, everyone checks their mailbox.
How does Mailbox Retargeting work?
Mailbox Retargeting uses advanced technology to help increase onsite conversions.
By implementing a tag or pixel on a website, every visitor is identified and run through an extensive database. Information is gathered on the anonymous website visitors, turning them into prospects reachable by direct mail and email. To drive conversion, a business should tailor messaging to the user’s online activity, and mailbox retargeting does just that. In fact, if for example a user clicks on a certain BBQ grill and then exits the site before buying, we can send that user a postcard with a photo of the very grill they were researching…now that’s targeted, customized message!
The database capabilities allow businesses to choose exactly who they retarget, including:
- Inclusion or exclusion according to visitor’s actions (clicked on a specific button, visited for more than three minutes, etc.)
- Suppress current customers
- A certain geographic area (state, city, zip code)
- Specific demographics (age groups, married couples, homeowners, etc.)
Using rules and demographics, a business can choose who to retarget and a direct mail piece and an email is sent to those individuals.
To sum it up, this solution takes anonymous web traffic and refocuses attention through the power of direct mail and email. Prospects then return to the site, increasing conversions.
Direct mail has proven to be an effective marketing tool and when combined with retargeting strategies plus follow up email, allows businesses to turn anonymous web traffic into customers.
Who uses Mailbox Retargeting?
Any business with a website who wants to add the proven power of direct mail to their retargeting strategies can benefit from Mailbox Retargeting. Many digital marketers are now taking advantage of this technology because it fills in the gaps and adds higher onsite conversion rates compared to digital retargeting.
Mailbox Retargeting is used effectively by businesses with high-value goods or services including car dealerships, insurance providers, home improvement, and many more. These types of products and services are not typically an “impulse buy” and are more of a “considered purchase”. A considered purchase typically has a longer purchase cycle that requires some research and comparison before making the decision to buy. Mailbox Retargeting keeps businesses on the consumer's mind during their decision-making process. With the right marketing strategy and the right message, any size business can begin targeting and converting prospects into customers.
When a website visitor leaves your site, it doesn’t mean you have to say goodbye forever. Send them something tangible to engage with and bring them back to your site wanting more!
Intrigued? Get ready to see how Kingston Printing can help you convert your web traffic by clicking the button below to schedule a demo with our retargeting experts today!
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