Direct Mail Remarketing: A Primer

by Anna Rose Blogger
Benefits of Direct Mail Remarketing

The biggest benefit of direct mail remarketing is the ability to target only people who are most likely to purchase your product or service. If a customer has looked at a direct mail advertisement and is interested enough to go to the website listed, that customer is likely to search for more information. Ultimately, that customer may be an actual buyer of the product or service. For example, a potential buyer might be getting ready to move to a new house. A targeted flyer from a moving company may motivate the customer to go to the website to check prices and services and read reviews of others who have used that service.

Tracking Online Visitors

When customers visit a website or shop online after receiving direct mail, the marketer can see which buyers go to the seller’s website to read about a particular product and read reviews from other customers. One objective is to win back shopping cart bounces, a phrase used when customers put something in a shopping cart but do not follow through with a purchase. Another objective is to turn first-time customers into repeat customers. Companies sometimes do A/B (or split) testing, using two versions of an email or two different landing pages to see which gets the biggest response. This helps the marketer determine which method is most effective for reaching the target audience.

Methods of Digital Marketing

Digital marketing refers to any marketing strategy delivered over the internet. There are various online methods used by marketers. These methods include search engine optimization (SEO), content marketing, pay per click (PPC), social media platforms, affiliate marketing, native advertising, automated marketing, and email marketing. Various communication methods are tracked to see which are the most successful. Targeted messages may be delivered with social media ads on Facebook and Twitter, search engines, emails, websites, videos on YouTube, and mobile apps. Marketing on social media channels such as Facebook, Twitter, LinkedIn, Snapchat, Instagram, and Pinterest increase awareness of a specific brand, drive traffic, and generate business leads. These campaigns can lead to more followers, more website traffic, and application downloads. Analytic dashboards are set up to monitor the success of a given marketing campaign and monitor return on investment (ROI) to see which methods work best.

Search Engine Optimization (SEO)

One digital marketing method is search engine optimization (SEO), which means optimizing a website to rank higher in search engine results pages, such as Google, so the marketer receives more traffic to the site. Websites, blogs, and infographics benefit from this optimization. By including frequently used keywords, the content may rank higher on the page. This is called on-page search engine optimization. Off-page search engine optimization uses backlinks, which link websites together by networking with other publishers. Backlinks are often used when writing guest blog posts, which link back to the original website to generate attention to it.

Content Marketing

Content marketing is essentially storytelling. It is designed to promote brand awareness, increase traffic, and generate leads. One avenue is blog posts. Another is infographics, which is blog posts that include visual content. People are more likely to read infographic material, which helps website visitors visualize a concept or product more easily than words alone can do.

Pay Per Click (PPC)

Pay per click marketing involves the marketer paying a set amount for high-volume search terms that customers are likely to use when searching for their products or services. The marketer only pays when someone clicks on the link to their site. PPC is essentially a way of buying your way to the top of search engine results. It can be quite effective but also quite expensive if not monitored regularly.

Sponsored Messages on LinkedIn

With this method, users pay to send messages directly to other users in a particular industry or with a specific background. A person’s email address is not needed for this method of marketing as the ads are placed directly on LinkedIn’s website.

Affiliate Marketing

This is performance-based advertising where the blogger receives a commission for promoting someone else’s product. A good example is a money-saving site called NerdWallet, whichresearches the best credit cards and directs customers to those sites. Another is WireCutter, which posts consumer reviews of various products and helps customers find the best products in each category. Each of these companies earns a commission for any sales made by the customers coming in through their websites.

Native Advertising

These are advertisements that look very similar to the rest of the content found on a specific social media platform and show up in the feed similarly. For instance, native advertisements on Facebook look like regular posts on Facebook. The difference is that native ads are designed to capture attention and send prospects to the marketer’s website for more information. Other examples of platforms that allow native advertising are BuzzFeed and Instagram.

Automated Marketing

Marketers use software to automate basic marketing activities. Examples are email campaigns or newsletters that can be targeted to specific audiences, social media posts scheduled to go out at specific times, and campaign tracking and reporting through emails, phone calls, and web analytics.

Email Marketing

Types of emails that can be sent might be subscription newsletters, follow-up emails to website visitors who have downloaded content, customer welcome emails, and holiday or other promotions to loyalty program members. Targeted emails to customers who have already logged onto a specific website are usually more effective than blanket emails sent to people who have not expressed an interest in the service or product. Marketers might email customer reviews of products or services from visitors to a website, as marketers have found that people often look for consumer reviews on websites to see if a product is worth buying.

Direct Mail Remarketing: A Key Selling Tool

Marketing professionals theorize that a consumer must see a message at least seven times before taking action. Direct mail remarketing is an effective way to reinforce messages introduced via print advertising. Using the digital remarketing tactics discussed above lets marketers harness the data-collecting powers of the internet to serve marketing messages to prospective customers in a cost-effective manner.

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Created on Oct 7th 2021 03:48. Viewed 383 times.

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