The Omnichannel Approach to Direct Mail Retargeting

Retargeting is the act of re-connecting with previous customers through marketing and sales channels to increase the likelihood of another purchase in the future. 

With so many marketing mediums to choose from, companies have free reign to rekindle a relationship with previous customers. But how does each method compare? 

There is no simple retargeting formula that guarantees maximum success and profit, especially considering the diverse avenues of marketing in the modern era and the many companies that utilize several channels at once.

When deciding on an optimal retargeting strategy, it is in a marketer’s best interest to experiment with several mediums to see which ones leaves the best impact on their desired audience. 

Examples of Retargeting

When a customer visits a physical store to make a purchase, they are often encouraged to provide a name, email, address, or phone number for promotional offers. Once a customer provides their contact information, any email, SMS, or direct mail sent to that customer would be considered a form of retargeting. 

The same principles of retargeting have also translated into the digital realm of marketing. When a customer makes a purchase off a website, that company will try to encourage future sales through display, email, and banner ads (although traditional methods such as direct mail or catalog marketing would still apply to online purchases). 

Relevant: Direct Mail: Multiple Marketing Touchpoints

What Does Retargeting Do?

While retargeting campaigns offer countless benefits, seasoned marketers understand the value of repeat customers on campaign ROI. Because previous customers have already interacted with a business, a retargeting campaign will offer additional marketing touchpoints to encourage future purchases. 

People feel valued when companies remember them. By re-contacting these individuals with custom messages and offers, customers become more inclined to visit your store or website in the future rather than a competitor’s. 

Relevant: The Emotional IMPACT of Direct Mail Marketing

Omnichannel Approach to Direct Mail Retargeting

Many companies can become caught up in deciding the best method of retargeting to improve their campaigns. While some elect to use the same media, many choose to combine alternative channels for maximum proficiency. This mixed media campaign targets the same customers with the same message across several different formats (often called “omnichannel marketing”).