A marketer incorporating email marketing and/or direct mail campaigns to strengthen their strategies is actually nothing new. However, when we look at today’s fast-paced and highly competitive world, we must strive to keep up with the latest innovations and marketing trends.
Speaking of which, direct mail may sound pretty old-fashioned, yet it is still one of the most powerful marketing channel’s available.
The average response rate of direct mail is around 5%. When you compare it with the 0.6% response rate of email, you can understand why it hasn’t lost its appeal.
What is programmatic mail?
Essentially, it is the automated e-mail replacement method using a direct mail piece. It uses highly targeted and personalised content and images to keep your message relevant to your customer.
Each message is unique and customised to each individual customer and its delivered directly to their letterbox. Once the strategy is set up, its simple becomes automated and highly effective.
Programmatic mail helps to create a long-lasting impression and relationship with your customers, without causing concerns around ad blockers, GDPR compliance or bothersome user experiences.
Why Should You Use Programmatic Mail?
We have summarised the top reasons to consider integrating programmatic mail in your marketing strategy.
Speed – Your potential customer will be holding a highly targeted mail piece within 24 – 48 hours of visiting your website.
Drives Return – Your highly targeted direct mail campaign will offer a much-improved response rate and return on investment.
Build Existing Relationships – recipients of your direct mail piece will feel more valued and are much more likely to respond or buy.
Relevant – your one on one mail piece will be highly relevant to the recipient because they have already shown interest in your product/service.
Data Value – test and build data models to assist in understanding your customer’s online behaviours to help deliver the most effective programmatic triggers for your business.
How Does Programmatic Mail Work?
It all starts when your potential customer visits your website and provides their contact permissions. Your will customer interacts with your site and carries out various actions and behaviours. This action triggers an instant Programmatic Mail response, which is highly targeted and personalised around your customer’s behaviour.
Within a day or two later your customer will receive a bespoke, pre-designed, personalised communication on their doorstep which will drive and motivate your customer to action.
Programmatic Mail is a highly effective and targeted, one-on-one communication method triggered by your customer who has already expressed an interest in your products/ services. A customer who has already given you permission or consent to do so
Considering this innovative data-driven approach, programmatic mail can offer a revolutionary solution for all business moving forward. It is certain that programmatic mail is starting to become a very effective marketing tool to help maximise return on investment.
