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4 May

Five Reasons Why Marketing Agencies Should Look to Update Their Clients Digital Retargeting Strategies

Author: Richard Israel

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Direct Mail

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If you are like most marketing agencies you are already increasing your retargeting budgets for your clients so with that in mind, here are five reasons why you should consider adding postcard retargeting to your clients marketing mix.

Five Reasons Why Marketing Agencies Should Look to Update Their Clients Digital Retargeting Strategies

By today’s standards, digital retargeting is an older technology, invented 13 years ago by Google and added shortly thereafter to its iconic AdWords network. The reason why it was invented is because 97% of people who visit a company’s website never return.

Yet today, the average return on ad spend (ROAS) for traditional digital retargeting is only $2 for every $1 spent. However, there is a new technology that outperforms digital retargeting by delivering a much higher ROAS.

It’s known as web-powered direct mail. It combines the high conversion of direct mail with digital retargeting strategies to transform engaged browsers to becoming more responsive customers. Today the ROAS for web-powered direct mail averages more than 4 times that of traditional digital retargeting.

If you are like most marketing agencies you are already increasing your retargeting budgets for your clients so with that in mind, here are five reasons why you should consider adding postcard retargeting to your clients marketing mix.

Five Reasons Why image

  1. Hyper personalization with built in low costs: With the ability to quickly pivot campaign design based on real-time traffic you can seamlessly personalize based on custom parameters. Oversized postcards can be personalized with product images or limited promotional codes to drive further engagement. The added benefit of using fewer materials results in lower costs for both printing and mailing, yet you still maintain the advantage of first-class letter speed.


  2. Speed to market: Speed to market makes all the difference in driving conversion. When setting your campaign triggers for daily mailings you can even send Sunday’s visitors postcards on Monday and have them delivered by Wednesday throughout the continental U.S. This will improve conversion by driving engagement while your product or service is still top of mind.

 

  1. Highest direct mail conversion: A recent ANA response rate report shows that direct mail postcard ROI is higher than both social media and digital display advertising. One of the reasons why it drives such high response is that there is no envelope – so your messaging, pictures, brand, and value proposition have a 100% chance of being seen when the recipient opens their mailbox.

 

  1. Unmatched retargeting conversion: When using targeted direct mail postcards that have been matched to unidentified web browsers with purchasing intent you are able to dramatically improve your conversion over more traditional digital and email retargeting by as much as 30 times! Not only is that a better ROAS for your clients but it eliminates the constant bidding wars that drive up traditional retargeting methods.

 

  1. Direct Mail postcards can’t be beat: The ability to stand out in the crowd when it comes to persuasion, memorability and emotional connection direct mail can’t be beat. The average consumer receives 107 emails a day, 65 digital ads per day but only TWO pieces of mail per day. When personalized properly, you can increase mindshare better than any other channel. The inherent value of direct mail engages people through the activity of reading or looking for something of value that can’t be replicated digitally. When consumers hold something in their hand that they perceive has value – they pin it, they tape it and they save it – so your message has staying power long after the digital ad disappears and the email is deleted.

 

For more information on digital retargeting via direct mail postcards and complete marketing agency turnkey solutions that can be delivered to your clients please check out our agency page at https://info.navistone.com/partner-page

Hitting the (re)Target Directly