Have you ever been browsing a retailer’s site and started seeing the products you browsed beginning to show up everywhere you go online? Ads start showing up on Facebook or Instagram. They pop up along the top or on the side of the screen as you browse your email.
Ad Retargeting
Is it an accident? Absolutely not. It’s ad retargeting, which is a rapidly growing form of online marketing. But did you know that you can do something similar with print?
With print and digital ad retargeting, advertisers use cookies to track where a visitor goes on your website. With print, if that cookie can be matched to someone you have a legal right to mail (such as a customer or someone who has otherwise opted into your communications), you can use the information gathered to follow up.
One study, “The Abandoned Cart Reactivation Gap” by Go Inspire, found that the conversion rate of retargeted direct mail is 113.5% higher than for email, even though the revenues tend to be roughly the same between print and email retargeting. The higher conversion rate for print retargeting means that the revenues are double those from email.
It’s no wonder that significant advertisers like Harry & David, Ashley HomeStore, and Wells Fargo use print retargeting.
Focusing Spend
In the digital world, there is no hard cost to send a retargeting ad. In the print world, retargeting has hard costs for production and mailing, so marketers generally reserve it for higher-value products and services. They also use print retargeting for products for which site visitors have shown a high level of interest. Geico, for example, uses print retargeting for website visitors who request online quotes but don’t follow through. Other advertisers use it to nudge shoppers who put high-value items in their carts but don’t check out.
Intrigued? Contact us for a free review of your products and services, along with your marketing goals, to see if print retargeting is a good fit for you.
