How to Retarget Past Clients Using Direct Mail + Facebook Ads

BusinessDasher confirms that getting a new customer can cost 5-25 times more than retaining an existing one. It's a huge signal that your past clients are your most valuable asset.

When you retarget past clients, you can save on marketing costs and increase repeat business. You'll also be engaging with people you already know are interested in what you offer.

Combining direct mail with smart Facebook ads creates a powerful, multi-channel marketing strategy. It helps you maximize returns on investment (ROI) and makes it easier to reconnect with past clients.

Continue reading to know how you can optimize the strategy.

Group Your Past Clients

Each of your past clients is unique, and you should treat them as such. Effective retargeting techniques will require you to subdivide or segment them. Here's a simple breakdown you can use:

• Recent clients who most likely remember your brand
• Lapsed clients who loved your product but no longer buy
• High-value clients who spend more and engage with your content

When you understand the behavior and preferences of each group, you can tailor your direct mail marketing pieces. You'll also be able to ensure all the Facebook ads they see are relevant to them.

Craft Direct Mail Your Past Clients Will Notice

Direct mail marketing creates a tangible, personal connection. If you want your pieces to stand out, make them eye-catching and actionable. Use the following tips:

• Include the client's name and reference previous purchases
• Highlight a compelling offer, like a discount or gift
• Use a strong call-to-action
• Create visual appeal with high-quality images and a clean layout

If you use these strategies, your mailers will remind past clients of your business and encourage them to take action.

Taradel helps you create eye-catching postcard mailer designs, with no prior marketing knowledge required.

Boost Your Reach With Facebook Ads

Once your past clients receive your direct mail, it's time to reinforce the message online. Facebook ad strategies let you target people based on their previous interactions with your business. Let's cover how you can make your Facebook campaigns more effective.

Custom Audiences

With Custom Audiences, you can upload your client list directly to Facebook. It ensures your ads appear to people who have already interacted with your business.

Increase ROI with ads by targeting clients who already recognize your value.

Dynamic Ads

Facebook Dynamic Ads allow you to showcase products or services your clients have bought or browsed before. For example, if a past client bought a coffee blend from your shop, your ad could feature similar blends or a new seasonal flavor.

Such an approach helps your business stay at the top of their mind. It encourages repeat purchases and ensures you make better use of your marketing budget.

Retargeting Ads

Retargeting Ads are perfect for clients who interacted with your website but didn't complete a purchase. You can remind them about what they viewed and gently nudge them to take action.

If you use retargeting ads alongside direct mail, you create multiple touchpoints. It increases the likelihood of making more sales.

Sync Your Messaging Across the Two Channels

Your direct mail and Facebook ads should work together. Think of it like telling the same story in two unique but complementary ways.

You can send a postcard mailer to your past client with a special offer. As they scroll through Facebook, they may then see a similar Retargeting Ad, which reminds them to take action.

Match the look and wording of both ads to improve results. Ensure you use the same colors and pictures so your clients will know it's from you at a glance. Other things to do are:

• Showcase the same deal on the direct mail and Facebook ads
• Repeat the key points in both channels
• Use the same call-to-action

When your mail and ads match, your past clients will feel more connected to your business. It makes them more likely to return and be loyal.

Be Strategic About Timing

Proper timing is crucial when you use direct mail marketing and Facebook ads together. If you send a postcard to a past client and then wait too long to show a Facebook ad, they might forget about an offer.

However, if the ad appears shortly after they receive the mail, they won't forget your business. Use the following client engagement tips:

• Coordinate your direct mail and Facebook ad schedules
• Try to show the Facebook ad within a few days of the mailer arriving
• Ensure the offer and messaging are consistent across both channels

At Taradel, we have an easy-to-use platform to help you manage direct mail and online ads. You can use our tools to create personalized mail campaigns and Facebook ads, designed to work together.

Measure Results and Improve

It's crucial to track results and adjust your strategies when advertising on Facebook and with direct mail. Some key metrics to monitor are:

• Response rate from direct mail
• Click-through rate on Facebook ads
• Conversion rate
• Returns on investment

These measures will help you refine your retargeting techniques. If you notice that some clients respond better to mail, you can send them more of it. If Facebook ads are working best for another group, put more effort there.

With Taradel, you can track both mail and digital campaigns in one place. We make it easy to see what works and make changes fast. Our dedicated page lets you measure the following:

• Phone calls resulting from specific marketing material
• The number of clicks from your Facebook ad or link on a mailer
• The number of impressions from digital ads

Tracking your results helps you outsmart your competition by creating more effective campaigns.

Retarget Past Clients to Unlock Your Business's Potential

Marketing to your past customers is a cost-effective way to grow your business. Retarget past clients by grouping them and crafting eye-catching mailers. Then, reiterate the message with Facebook ads and adjust your campaigns to maximize results.

At Taradel, we believe in empowering businesses to reach their full potential. Find your ideal audience with Mapfire, which offers advanced location and demographic tools. Design engaging mailers with our intuitive tool and use Taradel's built-in dashboard to track the results of your multi-channel campaign.

Plan your campaign with us to turn past buyers into loyal customers.