What Is Offline Retargeting?
Offline retargeting is the process of re-engaging someone who’s shown interest through a non-digital channel, or who hasn’t converted online, by using physical or human touchpoints like:
- Direct Mail
- Phone calls
- SMS
- Local offers sent by post
It’s useful when:
- Your customer base skews older or less digitally active
- You have first-party data (addresses, phone numbers, email)
- The buying decision involves multiple people in a household
Offline Retargeting Tactics That Work
- Mail After Digital Drop-Off
If someone visits your site but doesn’t book an appointment, follow up with a printed offer or reminder. This works particularly well in audiology, where families may need time to discuss. - Call After Mail
Use call centre follow-up within 5-7 days of a direct mail drop. “Did you receive our letter? Can I help book that appointment for you?” - Trigger SMS After Email Non-Opens
Many over-60s don’t check email daily. If your email isn’t opened, try a short, polite SMS:
“Hi, just checking you saw our offer for a free eye test. Would you like to book an appointment?” - Lapsed Customer Lists
Use your existing database to retarget people who haven’t booked in 12+ months. Layer in geography and product history (e.g., glasses-only customers) to tailor the message.
Real Campaign Results
In recent optics and audiology campaigns, we’ve seen:
- Up to 3x higher response rates from customers who received both a mailer and a follow-up call
- SMS reactivation of 12-18 month lapsed contacts performing better than email
- Physical mail initiating conversations within households that digital couldn’t reach
Offline strategies aren’t about being “old school”, they’re about meeting the customer where they are.
Offline ≠ Outdated
Retargeting isn’t just for Facebook and Google.
In a sector where trust, reassurance, and real-world service matter more than instant clicks, offline methods create space for:
- Reflection
- Family involvement
- Action on their terms
Takeaway for Marketers
If you’re only retargeting online, you’re missing huge segments of your audience. Instead:
- Layer your digital and offline strategies together
- Use physical touchpoints to build trust
- Follow up thoughtfully with the right timing and tone
Because in optics and audiology, sometimes the best retargeting channel is your letterbox or landline.
