In today’s fast-paced digital world, capturing consumer attention is a constant battle. Website retargeting has been a trusted tool for marketers, serving as a gentle nudge to those who’ve shown interest. But here’s the stark reality: a staggering 92% of first-time anonymous website visitors leave without taking any desired action, and even amongst returning visitors, a significant 70% will abandon their shopping carts. These numbers represent a massive pool of untapped potential. Imagine if you could recapture even a fraction of these high-value anonymous visitors by leveraging online-to-offline marketing strategies.

Unlocking Hidden Potential in Website Retargeting

Consider these common scenarios that most brands face with website and cart abandonments, two key marketing leakages that lead to significant missed opportunities.

The Challenge of Anonymous Website Abandonment

A typical website with 100,000 monthly visitors sees roughly 92,000 anonymous visitors leave without converting. If you could reconnect with just 1% of these individuals through personalized postal retargeting and convert a mere 2% of them, you’d be looking at an additional 184 new conversions each month.

Turning Abandoned Visitors into Conversions

Even among returning visitors, 70% abandon their carts. Assuming 30,000 visitors add items to their carts, 21,000 abandon them. Reconnecting with 1% and converting 2% results in 42 additional conversions per month.

Combined, that’s a potential of over 200 new conversions monthly, solely from re-engaging a small fraction of lost anonymous visitors. The potential for growth is immense.

But the game is changing. We’re witnessing a convergence of online and offline marketing, and website retargeting is evolving to include something unexpected: your mailbox.

Website to Postal Retargeting: A Game Changer

Picture this: a potential customer anonymously browses your online store but then vanishes. Instead of solely relying on cookie-based retargeting, you can now send a beautifully designed direct mail postcard or personalized catalog directly to their home, rekindling their interest and driving them towards a purchase. That’s the essence of website to postal retargeting — connecting digital footprints to physical addresses.

According to the USPS, retargeted directmail can decrease abandoned carts by up to 14% and increase conversions by 47%.

How Online-to-Offline Marketing Works

Website to postal retargeting with direct mail is especially powerful when:

• High-Value Purchases: Direct mail’s tangible nature adds a touch of luxury that digital channels can’t replicate, perfect for premium products or services.
• Complex Sales Cycles: When decisions take time, direct mail acts as a constant reminder, keeping your brand in the spotlight throughout the customer journey.
• Personalized Offers: Tailoring direct mail based on website behavior amplifies relevance and boosts conversions
• Extended Buyer Consideration Periods: Industries where customers take their time to research and evaluate options can benefit greatly from this approach. Direct mail can serve as a valuable touchpoint, providing additional information and nurturing leads during their decision-making process.

Industries That Benefit Most

• Higher Education: Universities and colleges can send personalized brochures or success stories to prospective students who have shown interest in specific programs.
• Healthcare: Hospitals and clinics can use direct mail to provide educational materials or promote specific services to patients who have visited their websites.
• Home Improvement & Home Decor: Companies can send targeted catalogs or project ideas to homeowners who have been researching renovation options or home décor items such as furniture. 
• Automotive: Car dealerships can send personalized offers or brochures highlighting specific models that potential buyers have shown interest in.
• Financial Services: Banks and insurance companies can use direct mail to explain complex products or provide personalized financial advice to website visitors.

Use Case: Abandoned Web visit Rescue

• How it Works: A visitor abandons their web visit. Their actions are tracked, and their address is identified. A personalized postcard arrives, showcasing the browsed items and maybe even a discount code.
• The Goal: Re-engage the potential customer, remind them of their interest, and incentivize them to complete the purchase.

Cracking the Anonymous Identity Code

The key to website to postal retargeting is linking anonymous visitors to their physical addresses. This involves:

• Cookie Tracking: Cookies capture browsing data, creating user profiles.
• IP Address Lookup: While less precise, IP addresses can provide a general location.
• Data Onboarding: Partnering with data providers to match anonymous visitors to postal addresses. Providers such as Boostt.ai have robust consumer and digital identify graphs that can provide this identify matching data.

Leveraging Predictive Lead Scoring: Intelligence Beyond Clicks

Relying solely on website behavior limits your potential. Predictive lead scoring uses machine learning to analyze various data points, assigning a “lead score” to each visitor based on their likelihood to convert. Boostt.ai’s predictive intelligence allows you to:

• Prioritize High-Value Audiences: Focus direct mail efforts on those most likely to buy, maximizing ROI
• Craft Targeted Messaging: Personalize messages based on lead scores, addressing specific needs

Real-Time Lead Scoring and Multichannel Strategies

Imagine a visitor browsing your site, their lead score updating in real-time with Boostt.ai’s Lead Scoring API. As their score rises, indicating a higher likelihood to convert, you seamlessly transition them from emails and ads to a personalized direct mail piece, creating a truly omnichannel experience

Personalized Customer Journeys

Abandoned Cart:

• Email Sequence: Gentle reminders, maybe with a discount
• Direct Mail: Personalized postcard with abandoned items and a strong call to action

Anonymous Visitor

• Propensity Scoring: Analyze behavior to pinpoint high-value visitors
• Direct Mail: Send a personalized piece based on inferred interests

Other Possibilities

• Post-Purchase: Thank-you notes, cross-sell/upsell opportunities
• Loyalty Programs: Exclusive rewards for top customers

Beyond the Nudge: Informing & Educating

Personalized postal retargeting isn’t just about nudging towards a purchase. It’s also an opportunity to provide valuable information and educate potential customers. For industries with longer buyer consideration periods, direct mail can deliver in-depth product information, testimonials, personalized product catalogs, or case studies, helping customers make informed decisions.

Privacy And Transparency in Retargeting

As we harness the power of website to postal retargeting, it’s crucial to uphold the highest standards of data privacy and user consent. Be transparent about your data collection practices, offer clear opt-out mechanisms, and ensure secure data handling. Strive to strike a balance between personalization and privacy, fostering trust and building lasting customer relationships.

The Future of Personalized Retargeting is Omnichannel

In the ever-changing marketing landscape, innovation is key. Website to postal retargeting represents the next level of customer engagement, merging the power of digital tracking with the tangible impact of direct mail. By embracing this strategy while upholding privacy principles, you can create personalized experiences that resonate with your audience and drive meaningful results. 

Remember, your mailbox is no longer just for bills; it’s a gateway to deeper customer connections and informed decision-making. The future of retargeting is here, and it’s waiting for you in the mailbox. Don’t get left behind while your competitors are still relying solely on digital retargeting. Seize the opportunity to stand out, make a lasting impression, and unlock hidden growth. The convergence of online and offline marketing is happening now, and those who embrace it early will reap the rewards.

Learn more about website-to-postal retargeting with Boostt.ai.