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Increase Your Direct Mail Conversion Rate by Retargeting Callers

If you currently run Direct Mail Campaigns you might already be experiencing a good response rate. According to The Direct Marketing Association (DMA), direct mail receives a 4.4% response rate when compared to email which receives a mere 0.12% response rate. But how do you turn your respondents into paying clients? How do you increase Direct Mail conversion rate without breaking the bank?

In this short article, we will discuss how you can take your Direct Mail Campaigns to the next level by retargeting respondents that called in after receiving your offer.

Increase Direct Mail Conversion Rate by Retargeting Respondents Who Called In

By leveraging Facebook Custom Audiences, you can retarget prospects that called in after receiving an offer by my mail.

If you are already collecting caller data as leads call in, creating a custom audience on Facebook is very easy.

You can learn more about manually creating Facebook custom audiences here.

Once you have created a custom audience on Facebook you can then create highly relevant display ads to retarget your Direct Mail respondents.

Alternatively, you can fully automate the process of creating and updating segmented Facebook custom audiences by using Zigglio.

With Zigglio, all you need to do is purchase local or toll-free phone numbers to be used in your Direct Mail campaigns and Zigglio will automatically add callers to your Facebook Custom Audience so you can retarget your callers.

How Does Zigglio Work?

Each time you receive a phone call from a prospect, Zigglio does an advanced caller ID lookup for the caller and then uses that data to automatically update your Facebook custom audience.

This method of updating custom audiences in near real-time allows you to stay in front of your respondents even after the call has ended.

If you already have campaigns running with existing phone numbers, all you need to do is forward calls to Zigglio and those calls will be immediately forwarded to any target number you set.

Now you can display highly relevant display ads to your prospects while they are still in buying mode.

Conclusion

You can extend the reach of your direct mail campaigns by using Facebook Custom Audiences to create segmented lists for retargeting. This process can be easily automated by using Zigglio to create and update your custom audiences in near real-time.

Would you like a demo of Zigglio? Book a demo.

See also: Retargeting Your Adwords Call-Only Callers is Easier Than You Think

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Retargeting Can Help Refuel Your Car Dealership’s Ad Campaigns

A recent study showed that returning website visitors are much more profitable than first-time visitors, since they have a higher conversion rate and a lower bounce rate, and they also spend nearly twice what new shoppers do online within a given time period. If you want to learn more about how to refuel your car dealership’s ad campaign, check out the useful info about how to best use retargeting below.

Segment Your Traffic Before Retargeting

Not all visitors to your site are equal. Some may be looking for a new car, others a used car, and others a service, etc. Use analytics to see what your customers are looking at, then tailor your retargeting efforts based on what they’ve shown interest in. You should market to them the thing they’ve indicated they might want to purchase — so that you can encourage them to buy. One size does not fit all when it comes to retargeting.

Retarget via the Right Channels

When deciding where to place retargeting ads, be sure that you’re placing them on platforms where your potential customers actually spend time. By retargeting in the right places, you can be sure that your ads get in front of the eyes of the people who want to see them.

Conclusion: Retarget With the Item They’ve Indicated They Want to Buy

Some dealerships think that the best way to retarget is to offer return visitors deals or sales. However, rather than trying to lure them in with great deals — just market the item they’ve looked at or shown interest in. This is a great way to show them personalization and encourage them to reconsider the thing they were thinking about buying in the first place.

To make your marketing efforts even more powerful, make sure you market multiple times to people who’ve already indicated interest — and don’t just advertise widely, hoping to bring new people in. This can help nurture a lead quickly and encourage people to buy when they’re thinking about it.

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Retargeting Your Adwords Call-Only Callers is Easier Than You Think

Adwords Call-Only Ads are great, up to a point. When executed correctly, Call-Only Ad campaigns have proven to be an invaluable strategy for driving calls to businesses. This is no surprise, considering that calls to businesses from smartphones are predicted to reach 162 Billion by 2019.

What’s Not So Great About Call-Only Ads

You can’t retarget your callers by using traditional methods. People who ‘tap’ to call your business never visit your website. This makes it impossible to build a cookie-based retargeting audience since the caller did not visit your website.

With retargeting being a significant driver for boosting conversions, I think it is of utmost importance that all marketers retarget their inbound callers. It only makes sense right?

Good, now that we are on the same page, let’s think outside the box a bit.

Many of Your Callers Use Facebook, Let’s Find Them and Retarget Them

With social media usage on the rise, It’s safe to assume that many of your callers use popular forms of social media, such as Facebook and Instagram.

Armed with this knowledge, we can use Facebook Custom Audiences to find your callers and retarget them. I have found that for every 100 phone numbers I upload to my Custom Audiences, Facebook can locate on average, 60 of my callers. A 60% match rate is not so bad, wouldn’t you agree?

Now that you see where I am going with this, let me quickly break down the steps so you can begin retargeting your Call-Only leads.

Retargeting Adwords Call-Only Callers

1- Export a CSV file containing all the phone numbers of people who called your business.

2- Create a Facebook Custom Audience of your callers’ using the CSV file.

3- Use your newly created Custom Audience to create highly relevant retargeting ads.

Significantly Increase Your Custom Audience Match Rate

You can increase your Custom Audience match rate by as much as 30% when you update your audiences with multiple points about your callers.

Conclusion

It is possible to retarget your Adwords Call-Only leads by leveraging Facebook Custom Audiences. When you retarget your callers you will see higher click-through rates and an increase in conversion rates of your Call-Only campaigns.

Are you ready to retarget your Call-Only leads and convert them into paying customers?

Want to automatically update your custom audiences in near-realtime? Learn more about Zigglio.

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How to Retarget Your Inbound Callers on Facebook

Chances are, you spend a significant portion of your advertising budget on retargeting campaigns. Sounds like you? Bravo! Businesses that retarget, see 70% higher ad engagement and higher conversion rates.

What about your inbound callers? Are you retargeting them too? If not, you are missing out on the best type of leads. Leads with high purchase intent!

BIA Kelsey predicts that phone calls driven by mobile search will top 73 billion in 2018, a staggering number compared to 2013 when 30 billion calls were generated.

So how do you capitalize on this trend? How do you apply your retargeting strategy to your inbound call campaigns?

Leverage Facebook’s Ad Platform to create custom audiences of your callers then display retargeting ads.

Manual vs. Automated Retargeting

There are two ways to do this.

Option 1: Create a spreadsheet of customers who called your business, then manually upload your lists to Facebook (tedious, I know).

Option 2: Use Zigglio to automatically retarget your inbound callers. Zigglio will update your custom audiences in near real-time as you generate phone calls.

How to Retarget Your Inbound Callers With Zigglio

1. Sign up for a Zigglio account and create your first campaign. During campaign setup, you will need to specify where you want your calls forwarded. (See pricing)

2. Tell Zigglio when to add callers to your custom audience and when to create a lookalike audience. Segmented custom audiences can be created based on level of intent to purchase by using call duration as a qualifying factor.

3. Connect your Facebook Ad account. Zigglio will automatically create and update your custom audiences as calls come in. Once your audiences have populated and are ready to receive Ads, create ad campaigns to retarget prospects that called your business.

 

Conclusion

When you retarget your inbound callers, you will see higher ad engagement and ultimately higher conversions. You can be up and running in a matter of minutes without any technical expertise.

Your leads are calling, are you ready to convert them?

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