Website Remarketing Optimizes Hair Care Brand
A women’s hair care brand that specializes in at-home hair color with feel good ingredients relies heavily on their website to drive online sales. Here’s how to boost sales by using a new form of website remarketing, direct mail retargeting, to grow new customer acquisition in a cost-effective way.
Why Online Retailers Need Website Remarketing
There could be a million reasons why someone visits a website, browses, and then abandons their cart. Maybe they got busy, they wanted to think about it, they had to take the dog out, I could go on. The point is, they left, but you want them to come back. Direct mail can increase website sales by serving as a gentle reminder (and usually add a bonus incentive like free shipping, etc.) to grab their attention again and prompt them revisit the website and complete their purchase. While direct mail retargeting can be an expensive marketing channel, when paired with proper audience selection it can be a very scalable and cost-effective strategy to grow online sales. Their goal was to acquire new customers at a cost of $80 per acquisition or less. Challenge Accepted.
How We Used Direct Mail Retargeting To Boost Online Sales
Website traffic was segmented into five cells based on website behavior such as the duration of time spent on the website, if they viewed any products, if they added an item to their cart but left, etc. Then they were sent the direct mail postcard offering free shipping. A representative holdout group was set aside and did not receive any direct mail. This way we could test whether our strategy was driving additional sales and not just catching sales that would have happened through other online retargeting efforts.
The Result of Direct Mail Retargeting
After a 4-week testing period, our results showed that all segments created lift in response compared to the holdout group. Our solution optimized their budget and the average cost per acquisition came in around $63, which was well under their $80 CPA target. That number also indicates that the mailed group pulled in 22.1% more sales than the holdout group.
Direct mail retargeting is a versatile marketing strategy that can be successful across a multitude of industries and can be scaled to fit any business. Contact us to optimize your budget and help you grow your business.