Perhaps the biggest error you could make in direct mail retargeting is to assume that it won’t work for you
You’ve finally got your digital presence established, and the marketing results looked promising for the first two quarters. However, you’ve noticed a drop in conversions from prospective to actual patients, even though your web traffic stats still look good. What could be happening? You followed all the advice from the best chiropractic marketing gurus and hit all the important markers to show that your site is getting visitors, so why aren’t you seeing much return on your investment? The answer may lie in direct mail retargeting for your online visitors.
You might think that direct mailings have gone the way of analog phones or floppy drives for computers, but they are actually an inexpensive, easy way to hone in on digital users who have expressed interest in your website, but need a little extra push.
Let’s take a look at what goes into direct mail retargeting, as well as some of the most common pitfalls to avoid.
Direct mail retargeting paired with digital
Before the advent of digital marketing, direct mail (or snail mail) was the main tool used to reach out to consumers. However, it was difficult to refine or customize such mailings to consumers who were most likely to be interested in particular goods or services.
In comparison, retargeted direct mailings only go to those consumers whose online behaviors have already flagged them as being interested in the products or services a company is offering. Once these potential patients have provided you with an email and mailing address, you can then send a direct mailing as a way to create further interest in your services. However, there are some tricks to help avoid common mistakes when using direct mail to retarget potential patients.
Numerous studies of consumer behavior have shown that sellers only have a small window of opportunity in which to capture the interest of a potential buyer. This window has only grown smaller with the advent of digital marketing.
This means that you can’t rely on the continued interest of a prospective patient who has visited your website. Once that person has provided you with the information needed to send a piece of direct mail, do so immediately.
This not only keeps you top of mind when they receive your mail, but can also subconsciously set an idea that you are responsive to their needs. The longer you wait to retarget that prospective patient, the less likely it is that you will convert them.
Don’t skimp on postage
It’s true that using first-class mail is more expensive than bulk rate for mass mailings, but the trade-off is likely worth it.
Your goal is to get those mailings out as soon as possible, and first class mail will get the job done. Fortunately, you can now chose between either a 4.25×6 or a 6×9 postcard for your direct mailing, and still get the preferred mailing rate, thanks to updated pricing from the U.S. Postal Service last year. In essence, your direct mail piece can now use twice the real estate to make an ever bigger impact, yet still cost you the same amount.
Don’t forget to say thank you
In our current 24/7 digital world, in which the personal touch seems to have been forgotten, it’s even more important not to forget such niceties as part of your marketing campaign.
This is particularly true for those prospective patients you are trying to target with direct mail. Even if they do not immediately convert to a patient in your waiting room, giving them a small gratitude, such as a discount code as a thank you could pay off further down the line.
Perhaps the biggest error you could make in direct mail retargeting is to assume that it won’t work for you. In fact, it can be a very effective means of bringing in prospective patients who just needed a little personal, extra incentive.