How Programmatic Direct Mail Works
Programmatic direct mail marketing combines the power of data analytics and data-driven insights to create highly personalised and targeted mail pieces that are intended to resonate with the recipient. The data is initially compiled using existing customer data or third-party mailing lists, which can include information such as demographics, lifestyle, purchase history, browsing behaviour, and so on. This data helps in targeting specific audiences or creating different buyer personas, which can then be used to tailor the messaging and design of the direct mail piece. Once the design is complete, direct mail can be scheduled, printed and mailed to recipients, or triggered when a customer takes certain actions on your website or using other marketing channels.
One of the key advantages of programmatic direct mail is its ability to seamlessly integrate with other marketing channels. This way, businesses can create a consistent and cohesive brand experience that resonates with the customer at every touchpoint by utilising the same customer data across multiple channels.
Some Benefits Of Combining Programmatic Direct Mail With Other Marketing Channels
Programmatic direct mail is just one piece of the marketing puzzle. Therefore, it is most effective when integrated with other marketing channels such as email, social media and display advertising. This way, brands can create a truly omnichannel marketing experience that reaches customers through multiple touchpoints.
Increased customer engagement is one of the main advantages of combining programmatic direct mail with other channels. This allows marketers to better understand their customers and give them a more tailored and relevant experience by utilising data from other marketing channels.
For example, a potential customer may have signed up for your email newsletter to learn more about product or service discounts. Instead of a generic email, you can send a direct mail piece with a discount offer and a QR code that directs them to your product page. This way, you are more likely to capture your customer's attention than with an email.
Another key advantage of combining programmatic direct mail with other marketing channels is increased brand awareness. By connecting with customers on a more personal level, brands can develop a recognisably consistent brand identity that resonates with them. This can increase the likelihood of repeat business and help to maintain long-term brand loyalty.
Programmatic vs. Traditional Direct Mail
While programmatic and traditional direct mail has some similarities, they also differ significantly in a few important ways. For starters, traditional direct mail is often a one-size-fits-all strategy that involves distributing the same mail piece to a large group of people. While this does work on occasion, it frequently results in low response rates and is a waste of time and resources. On the other hand, programmatic direct mail makes use of data and technology to help create different buyer personas and direct mailers that are highly targeted based on interests, preferences and purchasing behaviour. This personalised approach has the potential to increase response rates and return on investment.
Another key difference between these two approaches is the level of automation involved. Programmatic direct mail is highly automated, with advanced digital software handling most of the process, including data analysis and printing. As a result, it is more efficient and cost-effective than traditional direct mail, which often requires a more manual approach during every step of the marketing process.
How Programmatic Direct Mail Can Improve Your ROI
One of the main reasons businesses are turning to programmatic direct mail is its ability to increase ROI. Direct mail marketing that is highly targeted and personalised is often more effective and efficient because it is relevant, accurate, and tangible, which can increase the chances of conversion.
Automated direct mail campaigns can also be tracked, allowing you to measure the effectiveness of your marketing efforts. Businesses can track how many leads or sales were generated as a result of the direct mailing by using unique QR codes or URLs on each mail piece. This data can then be used to improve future campaigns, potentially increasing your long-term ROI.
Common Misconceptions About Programmatic Direct Mail
Despite its numerous advantages, there are some misconceptions about automated direct mail. The most common one is that it is too costly or difficult to implement. While setting up a programmatic campaign may require an initial investment, some direct mail companies, such as Zap~Post, allow you to start on a monthly plan and upgrade to increase your outreach as you scale, with the option to cancel at any time. This gives you more flexibility and allows you to launch a realistic direct mail campaign that fits your budget and audience size. Click here to find out more about mass mailers.
Another common misconception is that programmatic direct mail is less effective than digital marketing channels like email or social media. While these channels certainly have their advantages, programmatic direct mail offers a more distinctive and tangible experience that can be challenging to replicate in the digital space, with response rates of over 9% often achievable.
Final Words On Automated Direct Mailers
Programmatic direct mail is a highly effective method of reaching out to customers with personalised and relevant messaging using physical mail. It allows businesses to create a unique and highly effective brand experience that potentially leads to increased customer engagement and a higher ROI. Automated direct mail can also be integrated with other marketing channels such as email and social media to create a truly omnichannel experience that reaches customers at multiple touchpoints.
