Marketing today is about crunching numbers and following hard data to make decisions and win over consumers. It’s the reason we’re tracked virtually everywhere we go online.
Digital tracking isn’t so scary anymore
Visit an eCommerce website to check out some headphones, and you’ll likely see those very same headphones pop up on your Facebook feed as an advertisement for the next week.
It can be a bit unnerving. But less so than it would have been 3 or 4 years ago. The evolution of automated marketing campaigns is moving at such a pace that, what would have seemed very creepy not that long ago is now normal.The evolution of automated #marketing #campaigns is moving at such a pace that, what would have seemed very creepy not that long ago is now normal. Click To Tweet
Simply put, big data doesn’t scare consumers like it used to. And the way it’s being used doesn’t seem as magical as it once was either.
Adblockers are the logical response
More and more people are using adblockers. They’ve seen what’s behind the curtain and they aren’t impressed by the show.
But an adblocker doesn’t stop the tracking — just the delivery of ads.
In past blogs I’ve talked about why print, and personalized physical mail in particular, is experiencing a renaissance with advertisers.
Printed mail beats the adblocker
People are more likely to actually see a personalized printed mail piece than an online ad. Furthermore they are likely to see it as having a higher perceived value, so it sticks around longer.
If customer re-engagement is important to you, this has to matter
Studies show that it is 5x more profitable to create a lifetime customer than it is to find a new one. So investing a bit more to keep your existing customers happy is simple math.
If you’ve ever been lucky enough to be a “regular” at a store or restaurant, you understand what it’s like to have the owners know you by name or remember what your favourite meal is. There is a real connection that happens when they treat you as more than a bottom line number in a long fiscal equation.
So how can this connection be replicated in the online world?
The simple answer is to literally take the conversation offline. You can use the same data that generates those online ads to create and send physical mail to your existing customers when they visit your site and abandon the shopping cart before completing a purchase.
Let’s talk about “Tim.”
Last year Tim ordered a pair of X-150 headphones from your site. Yesterday he was back looking a the new model X-175. He added them to the cart and got all the way to your checkout.
But then Tim left.
There was no sale and no reason given. He was just gone. As a smart marketer you’ve set things up so Tim is seeing ads for your site everywhere he goes online.
3 days later Tim receives a reminder postcard in the mail — addressed to him and showing a picture of those X-175 headphones.
I noticed you were looking at the X-175 headphones the other day. Here’s a code for 15% off and free shipping if you’re still interested.
Tim might be blind to the ads online, but I bet he takes notice of a piece of addressed mail showing up in his mailbox with an offer.
That’s the power of ResponsivePrint™. It is the one way that you are virtually guaranteed to get the attention of a customer with whom you’ve done business in the past.
As your past client, you already have their information. All you’re doing is customizing your offer and making your virtual pitch real.
If you are serious about re-engaging your customers this technology is already here. And I’d love to talk to you about how it can be integrated with your existing marketing channels to increase conversions and successfully keep your customers coming back for more.