Direct mail redirect helps e-retailers get the most out of their holiday traffic

Current trends suggest this will be the busiest e-commerce party in history. eMarketer reveals in its new study that US consumers will spend $933.30 billion on e-commerce in 2021, a 17.9% increase over the previous year (source: emarketer.com). And with more brands online every day, the market has never been more competitive. Direct-to-consumer e-commerce retailers are using new technologies to maximize existing traffic and compete with other brands, Amazon and Walmart.

Statista indicates that Amazon will cut 50% of e-commerce sales by 2021 (source: Statista), meaning that 1.8 million e-brands will compete for the rest of the inventory (source: Balancing Everything). These brands are looking for all the tools they can find to make the most of this wave of consumer spending and grow their sales and customer base.

That’s why eCommerce brands struggle to convert existing traffic to their website – 97% of visitors walk out the door the first time they visit a website without buying anything. In addition to improving website optimization, the safest way to make more purchases for website traffic is by redirecting.

Digital recapture is one of the most effective digital advertising tactics available, with a 0.7% CTR for impressions and a 0.9% CTR for Facebook. This means that only 7 to 10 of them return to the site when brands digitally forward 1,000 visitors to the site. As a result, more than 990 of those potential customers never come back to buy.

However, a smart and inexpensive retargeting solution proves to be extremely effective in bringing those customers back: Retargeting by direct mail.

The modern focus of iO Direct Mail is simple – they use a proprietary process that uses proprietary cookies to link up to 50% of website visitors to email addresses in a privacy-friendly way. Unlike changing IP addresses, with more errors and less accuracy, this approach is the best way to associate a name and address with an anonymous website visitor.

The platform automatically launches postcards every day, ships with premium postage for faster delivery, and reaches targeted visitors a few days after leaving the site. Each customer’s dashboard shows daily site traffic and the number of matching addresses, indicating potential email volume.

Once an app is launched, the dashboard also shows the daily number of cards sent, a map of where cards are delivered, and conversion statistics.

By introducing this channel into their marketing mix, e-commerce companies now have an entirely new and more effective way to convert lost website visitors. “Most of our eCommerce customers experience very high response and conversion rates,” said Chris Foster, vice president of new business development at Modern iO.

‘And logically: reaching lost site visitors with a relevant postcard produces more response. The physical nature of the postcard plus time and relevance makes this channel effective. Printing has a stronger impact on the brain than digital. “

Studies showed that recall was 70% higher in participants exposed to direct mail (75%) compared to digital advertising (44%).

 “Since we don’t have minimum or monthly contracts,” says Foster, “we’ve made it as easy as possible for any e-commerce company to have more control over direct mail rescheduling. And we’ve doubled our customer base in the last year specifically, to help direct-to-consumer brands improve conversion by redirecting website traffic they’re currently receiving… even if they have fewer than 5,000 visitors a month. ”