Retargeting is one of many marketing tools that have become a staple in the digital marketer’s toolkit. It makes sense, right? You get someone to your website, maybe they even put something in their cart, you cookie them, and then they see that particular red mixer or snazzy pair of sneakers EVERYWHERE they turn on the web. It’s a no-brainer. Except, like our ancestors before us, we humans are pretty good at adapting to changing conditions. We are retargeted on the web all the time. And data shows that we have learned to tune out those strategically placed banner ads. Even if we do really want the mixer.
So, where does that leave us? With an audience that is pretty interested in what you have to offer, but more interested in ignoring yet another digital banner popping into their sphere.
This is where programmatic direct mail comes in.
Wait, what? I can’t send direct mail to my website visitors. They don’t even fill out the form.
Retargeting has expanded out of the digital realm and is a proven strategy for targeted direct mail.
How does it work?
A couple of lines of code are added to your website that collect location data on your website visitors. Any businesses or multi-family residences are removed, so you are getting only those future customers who’ve already shown interest. A pre-approved, targeted direct mail piece is then dropped in the mail within 24-72 hours. So instead of seeing that banner pop up all over the internet, your interested prospect will see your company show up in their mailbox.
This is a great way to keep interested consumers engaged with your company and your message, and it eliminates the need to invest in scattershot mass mailings.
The quick video below explains how VLG is tackling this problem with programmatic direct mail sent to anonymous website visitors via InstaPost. It’s a great option for integrating direct mail into your digital marketing strategies or for building a quality direct mail list.