Direct mail might seem like a relic of a bygone age. You can imagine a stack of direct mail postcards in a museum, next to the rolodex and the rotary dial phone. But in the age of digital overload, direct mail retargeting is a powerful tool to keep interested shoppers engaged. This classic marketing strategy is experiencing new life in the digital age precisely because it keeps the conversation going offline. 

Direct mail advertising has been around for decades. But this classic marketing technique is still a vital part of a modern omni-channel marketing strategy. Direct mail postcards can carry custom links, QR codes, and other technology that helps you track shopper behavior and monitor campaign success. 

With the right data, you can target your mailings for maximum results. Here’s a closer look at how snail mail could be the fast track to meeting your marketing goals. 

Direct Mail Retargeting Supports Your Omni-Channel Strategy

Modern merchants are using omni-channel marketing strategies to engage customers anywhere they happen to be. This is more than simply creating marketing content for multiple platforms. An omni-channel strategy is coordinated so the customer experience is cohesive.

For example, if a user visits your automotive dealer website to look at SUVs, you may choose to retarget them with ads for SUVs on other websites. You could also send direct mail about local SUV inventory directly to their home. 

Direct mail offers a unique dimension for your omni-channel strategy because it brings your messaging into the physical world. Your content shows up in the user’s mailbox. It might even be the only piece of mail they receive that day. Contrast that to emails. The average person receives more than 120 emails per day, many of them marketing related. 

Direct mail is a unique way to reach customers off-line and in the comfort of their own homes. It can support your omni-channel strategy and help your message stand out. 

Personalize Direct Mail With First-Party Data

The most powerful direct mail is more than a postcard letting people know your business exists. It’s a personalized communication tool. The most effective way to personalize your direct mail campaigns is with first-party data. This data is verified and based on real customer behavior. 

Ignite by Launch Labs empowers you to collect first-party data without relying on form submissions. The moment a visitor lands on your site, they’re asked to share their location. With the visitor’s consent, Launch Labs begins building a detailed user profile that includes contact information and behavior insights. 

While the visitor is on your site, Ignite uses the information gathered to customize their experience and deliver targeted promotions. After they leave, you can activate the data to create targeted segments for direct mail and other marketing efforts. The result? Higher engagement and conversion rates. 

Track Effectiveness with Digital Tools

Direct mail may be analog, but the triggers and tracking tools can be all digital. Some vendors use automated or programmatic direct mail to send a mailing triggered by a particular consumer behavior. For example, you might want to send direct mail if a user has visited the same sales page multiple times without purchasing.

You can also use digital tools to track the results of direct mail campaigns. The simplest way to do this is with custom urls that drive recipients to a custom landing page. Another way to attribute visitors who have received your direct mail postcard is with QR codes. Using the website analytics tools you already have, you can track which visitors used your custom URL or QR code. 

Ignite Your Omni-Channel Strategy

Turn your direct mail campaigns, and the rest of your omni-channel marketing strategy, into reliable lead generators with first-party data from Ignite by Launch Labs. See how our robust audience identification platform can improve your results.