No Address, No Problem! How Retargeting with Direct Mail Helps You Reach Anonymous Audiences

You’re tracking hundreds of anonymous website visitors monthly, yet your digital retargeting campaigns are falling short. Or maybe you’re looking to boost your lead nurturing program and improve that CRM sales funnel, but you only have half-completed customer profiles or low response rates. If these challenges sound familiar, it’s time for you to consider retargeting with direct mail.

Neuroscience studies show eight out of ten online orders originate from physical interactions with print media. Although most of your target audience is digitally active, direct mail is still a powerful lead-nurturing and customer acquisition channel that can boost your e-commerce activity and brand growth, even if your leads are currently anonymous.

Here are three ways to utilize data science to transition your anonymous audience into a customer audience by retargeting with direct mail.

Three Direct Mail Tactics to Convert Anonymous Audiences

Pixel to Postal

According to Marketo, 96% of web visitors are not yet ready to buy during their first visit. They might browse your products, click around, or even add items to their cart, but most leave without making a purchase. Digital retargeting tries to bring them back, but with an average CTR of only 0.10% for display ads, it’s often just noise.

Using the pixel-to-postal strategy, you can send a highly targeted mail piece to your anonymous website visitors, non-converters, cart abandoners, and more by converting their IP address into a mailing address. No form submission is needed.

Imagine sending a mail piece to someone who:

• Viewed a specific product category on your site
• Abandoned their shopping cart
• Spent significant time on a pricing or features page

That small, unexpected piece of mail can re-engage cold leads and boost loyalty. In fact, 24% of consumers have made a purchase as a result of receiving a relevant piece of direct mail advertising in the last 6-12 months.

Geo-Fencing

If you have a brick-and-mortar location (or even host events and pop-ups), geo-fencing is your best friend.

Geo-fencing allows you to turn your anonymous foot traffic into a postal address using geo-fencing technology. It works by capturing mobile device data from people who visit a specific location and translating that into postal addresses for a direct mail campaign.

Not only is this a great way to retarget non-purchasers or window-shoppers who have visited your store, but you can also target consumers who have visited your competitor’s locations.

Retargeting with direct mail enables you to:

• Offer personalized discounts
• Share your newest products
• Direct shoppers to your e-commerce site with a limited-time promo code

Nurtured leads make 47% larger purchases than non-nurtured leads. A simple mail piece can remind visitors of your value, reignite intent, and bring them back, online or in-store.

Reverse-Appends

Your CRM is full of digital leads who are already engaging (e-newsletter subscribers, social media followers, or app downloaders), but you only have limited contact information, such as a phone number or email address.

That’s where reverse appending comes in.

With direct mail’s reverse append capabilities, you can complete these customer profiles with a mailing address by matching up the data you do have with the data available offline.

Once you complete your CRM profiles, you can:

• Segment your mailings by lead type, preferences, or engagement level
• Create personalized direct mail campaigns
• Test creative, offers, or messaging by audience type

It’s a powerful way to bridge your online and offline marketing ecosystems, keeping your pipeline full and warm.

If improving your CRM sales funnel is a top marketing objective for your brand, reverse appends make that goal achievable.

Start Retargeting with Direct Mail Today

No address, no problem! Retargeting with direct mail lets you connect with your anonymous audience, improve your lead nurturing and brand awareness program, and scale your customer acquisition. Contact us today to learn how you can utilize mail campaigns to achieve your growth objectives.