Have you been hearing more about retargeting with direct mail lately? I have. I was recently asked to pull together some resources on the topic, and I was actually surprised how many service providers are promoting it on their websites. The number is certainly growing.

The value of retargeting is the bump that gets applied to the campaign as a result of reminding the recipient of their initial interest in a product or service.  These service providers claim that their customers are seeing ROI and conversion rate increases that are significantly higher than those with digital retargeting services.

Here’s how it works: Someone lands on a website, searches on a product, showing initial interest, then moves on without making a purchase. With digital retargeting, the next time the person logs into Facebook, Google, or even Pandora, an ad for that product pops up in their feed or somewhere on the page, reminding them of their interest and increasing the chances of a sale. With direct mail retargeting, it’s the same idea except that instead of a digital ad, it’s a direct mail piece that lands in their mailbox within a few days.