You've worked hard on your brand's e-commerce website, showcasing some truly amazing products. Everything seems perfect, except for one big problem. Prospective customers visit your online shop, browse through your offerings, and just when you think they're about to make a purchase, they leave without buying anything. You know this because you are tracking those abandoned carts - But here's the catch: without a customer account, you have absolutely no idea who these potential customers are or how to reach out to them.
We've witnessed this frustrating situation with many of our clients. You pour your heart and soul into the front-end of your website, putting in countless hours of effort to direct people to your online store. You invest heavily in online paid advertising and build a strong social media presence, expecting that all this effort will result in converting visitors into paying customers. But sometimes, despite all your hard work and investments, that organic and paid traffic just doesn't translate into sales.
For most retailers, the next question is "what can I do next?" Enter retargeted direct mail.
In this article, we will discuss why retargeted direct mail is effective, and how you can strategically incorporate direct mail into your e-commerce marketing strategy to reach customers in a whole new way.
Retargeted Direct Mail - It's Alive!
Retargeted direct mail is a powerful tool that can save the day for marketers like you. With retargeted print, you can bridge the gap between those anonymous website visitors and your brand. It allows you to identify potential customers who left your website without making a purchase and enables you to reach out to them directly. Think of it as an end-to-end e-commerce marketing tactic that can be integrated into your existing e-commerce platform. Here's how a retargeted direct mail campaign works.
At the end of the day, your marketing efforts led them to your site, so at a minimum, you know their interest is peaked in learning more about your company and its products. Retargeted direct mail allows you to re-market to them, but in a more thoughtful and personalized way.
When to Use Retargeted Direct Mail
Retargeted direct mail has endless use-case scenarios that can help you achieve your e-commerce marketing goals and generate revenue for your business, and it works really well for brands with larger transactions that experience longer decision-making journeys.
In our experience, here are a few suggested use-case scenarios where you use retargeted direct mail to get the most bang for your buck:
- Re-engage customers who have abandoned their shopping carts,
- Send a postcard, brochure or catalog to a frequent unique visitor to your site, and
- Personalize coupons or offers to loyal customers based on their buying history.
Striking While the Iron is Hot
Timing is everything when speaking to customers, and a single retargeted direct mail piece can be in the mailbox within 7 days of your browser’s online activity. The point is...you don’t want that browser or latent customer to forget about your company and your products. This is why it is critical to select a retargeted direct mail partner like Kodi Collective™ to collaborate with you to help achieve your marketing goals.
Measuring the Effectiveness of a Retargeted Direct Mail Campaign
If you thought that your e-commerce platform has all the data you need…think again. Retargeted direct mail can give you next-level insights into buyer behavior like the ability to:
- Leverage proprietary, intent-based technology with predictive analytics that essentially learns who is likely to buy what and when,
- Discover even deeper insights by integrating your point of sale (POS), traffic and financial data,
- Demystify a very complex, data-heavy output into a customizable dashboard loaded with KPIs and metrics that matter most to you, and
- Access your data 24/7 in real time and choose to generate reports developed by data analysts.
Kodi Collective - Your Retargeted Direct Mail and Printing Partner
At Kodi Collective, a one-stop provider of direct mail, print, photography, and marketing execution solutions, we understand that you want to stay focused on your website and selling those amazing products. We have a team of experts in direct mail and retargeted print technology who can guide, support and act as an extension of your team to implement retargeted direct mail strategies that help maximize your marketing budget and return on investment (ROI).
Kodi can…
- Work with you to set up your retargeted direct mail strategy,
- Provide product photography, retouching and color management in support of your print design,
- Print your direct mail, catalog, magazine or other piece you would like to send, and
- Mail your campaign at the lowest cost by leveraging our deep knowledge of postal optimization and relationship with the United States Postal Service.
