Is Direct Mail Dead? Not a Chance! How It Continues to Shape Marketing
TL;DR: Behavioral targeting enhances direct mail campaigns by using online behavior analytics to create personalized experiences. This technique makes direct mail more appealing and effective by mimicking the personalization of digital ads.
Direct mail remains one of the best ways to reach your audience with personalized communication. However, integrating behavioral targeting strategies into these campaigns can take them to the next level.
Understanding Behavioral Targeting
First thing first, what is behavioral targeting? The experts at Indeed define it as an advertising technique companies use to target customers based on their online behaviors. For instance, it can be based on the purchases they make or the websites they visit.
This approach helps marketers deliver advertisements to audiences who are more likely to be interested in their products or services.
Contextual vs Behavioral Targeting
With so many advertising techniques out there, it can be difficult to determine which is best for your direct mail campaign. Let’s compare the differences between contextual vs behavioral targeting:
- Contextual Targeting is the practice of placing ads based on the content of a web page. For example, displaying cooking equipment ads on a recipe website. This strategy assumes that the audience will be interested in products that relate to the content they are currently viewing.
- Behavioral Targeting, on the other hand, considers the user’s past behavior across different sites and times. It builds a more comprehensive profile that includes interests and shopping habits. This empowers marketers to deliver a personalized advertising experience no matter which web page a consumer is on.
Why Behavioral Targeting Matters for Direct Mail
While both targeting strategies have their merits, behavioral targeting is often more effective for direct mail campaigns. This is largely because behavioral targeting bridges the gap between digital analytics and traditional direct mail.
According to recent behavioral targeting statistics, more than 90% of US consumers find personalized marketing “somewhat to very appealing.” It’s important for direct mail marketers to leverage the same precise customization that makes online advertising so effective. This creates a unique tangible experience, paired with the personalization usually only found on digital platforms.
Such a memorable campaign can cut through the noise of digital ads.
Strategies for Effective Behavioral Targeting in Direct Mail
To get started with this advertising technique, you first need to identify your behavioral target market. This is a specific segment of consumers grouped together based on their behaviors and actions. Unlike traditional demographic or geographic segmentation, this is based on actions rather than characteristics.
Examples of Target Behaviors
Some of the common target behaviors that define a behavioral target market include:
- Purchase History: Marketers use data on past purchases to tailor offers and products that align with the proven interests of the customer customer’s proven interests. For instance, someone who recently bought a high-end coffee machine might receive offers for premium coffee beans or accessories.
- Website Browsing Patterns: Tracking which products a customer has viewed or left in an online shopping cart helps to send them targeted offers through mail.
- Engagement with Previous Campaigns: Seeing how customers interacted with previous mailings can guide the content and exclusive offers in future campaigns.
- Social Media Interactions: Insights gathered from how customers interact with a brand on social media can help send customized mail.
By analyzing these behaviors, marketers can create more effective, direct mail campaigns that are highly personalized and targeted highly personalized, and targeted direct mail campaigns. Get help reaching your audience with Modern Postcard!
