What Marketers Need to Do Before Executing a Retargeting Program
Anonymous website visitor retargeting with direct mail is one of our sweet spots. Some marketers call this retargeted direct mail (RDM). We call it Web ID Plus, but our clients call it magic. And we do it differently than everyone else in the industry. We scale a single pixel to an entire dealer, franchise, store location and local sales networks while also layering on email, display, social and other digital channels to convert website visitors into customers at a higher rate. Typical identity resolution technology requires a single pixel unique to each website which makes implementation and data processing a huge headache for larger sales networks.
Before you roll with anonymous website visitor retargeting with any channel, you will need four things:
- An understanding of what countries/states your visitors are coming from.
- An identity resolution technology that can identify traffic from countries to ensure compliance with privacy laws.
- A method allowing visitors on your site to exercise their “right to be forgotten.”
- The type of personal data collected
- Any third parties you share the data with
- How users can review, change and, most importantly, understand how to exercise their rights to be forgotten or deleted from the data that you’ve collected
- How you’ll respond to Do Not Track requests
The file of matched individuals is encrypted and stored securely at Amazon Web Services (AWS) where our WebIDPlus application pulls down the file, works its proprietary magic, prepares the mail file for print production and securely delivers that file to the printer. Both Infinity Direct and each print production partner we work with are all SOC 2 Type II certified ensuring the security of the matched data while maintaining the privacy of your targets.
What our clients see are increased traffic, conversions and incremental sales we can attribute directly to their WebIDPlus program when comparing to a holdout group of matched individuals who don’t receive any impressions.