From social media ads to email marketing and back again, today’s digital age has provided marketers with a seemingly endless supply of tools to reach their target audience. Still, the variety can make it hard to determine which strategy is most effective and the constant barrage of online content can easily lose your message in the shuffle. That’s why the United States Postal Service (USPS) is offering its annual promotions and incentives program.  They understand that the most effective marketing strategy is a mixture of print and digital and they want you to be able to take advantage. In this blog, we’re focusing on the 2023 Retargeting Promotion and how you can use it to reach your target audience through direct mail.

What is Retargeted Direct Mail?

Retargeted direct mail is a unique form of direct mail that pairs your audience’s digital history with a traditional marketing mailpiece. How does it work? Well, it involves matching either a visitor’s IP address to a website or app usage to a physical address, allowing marketers to send a dynamically printed, targeted message directly to their home via First-Class Mail.

Retargeting can offer you a way to give reluctant consumers the nudge toward a purchase without busting your budget.

Benefits of Retargeted Direct Mail

Retargeted direct mail provides a unique path toward re-engaging with customers, increasing brand awareness, aligning with your multi- or omnichannel campaign objectives and more. Here are three benefits of this marketing strategy:

1. Reconnect with lost customers: With retargeted direct mail, you can reach customers who have shown interest in your brand but haven’t completed a purchase or form. According to a study completed by Lob, 77% of USPS customers who check their mail daily sort through it immediately. By sending them a personalized mailpiece, your postcard has a much better shot of grabbing your audience’s attention.

Example: Inside Real Estate (IRE) uses hyper-personalized images to connect with prospective home sellers. These sellers first fill out an online form, and IRE automatically follows up with a text and a postcard. (Source: 5 Personalized Direct Mail Examples to Inspire Your Marketing Campaigns, Lob [2022])

2. Highly targeted messaging: By leveraging digital technology, retargeted direct mail allows you to send highly targeted messages to your audience. You can tailor your messaging to specific customer behaviors, such as the products they viewed or the pages they visited on your website.
3. Build brand awareness: Retargeting with personalized direct mail can help increase brand awareness by keeping your brand top-of-mind with your target audience. Did you know that approximately 90% of consumers are more likely to shop with brands that provide more specific and relevant offers? Conversely, 71% of consumers feel frustrated when a shopping experience is impersonal.

Retargeted direct mail can be seamlessly integrated with your existing marketing campaigns, such as email or social media marketing. By aligning your messaging across multiple channels, you ultimately create a more cohesive and effective marketing strategy.

A Mailbox-ful: the 2023 USPS Promotions

Retargeted direct mail is a powerful marketing strategy that can help you reach your target audience with personalized, timely messages. With the 2023 USPS Retargeting Promotion, you can receive a discount on eligible mailpieces and take advantage of this innovative marketing strategy to grow your business—but it isn’t the only tool at your disposal.

The 2022 USPS Promotions and Incentives run through the rest of the year, but for limited amounts of time. Review the list below to finetune your strategy for the second half:

• Tactile, Sensory, & Interactive Promotion(February 1, 2023 – July 31, 2023)
• Personalized Color Transpromo Promotion (February 1, 2023 – July 31, 2023)
• Emerging & Advanced Technology Promotion(May 1, 2023 – November 30, 2023)
• Retargeting Promotion(September 1, 2023 –November 30, 2023)

To qualify for the 2023 USPS Retargeting Promotion, mailpieces must meet certain criteria, including being sent via First-Class Mail. Visit this link for more information.

Visit our blog to be the first to learn about other promotions.