Programmatic Direct Mail Best Practices
- Nibik Armd
- Sep 24, 2022
- 1 min read
One of the key pillars of effective programmatic direct mail is personalization. By using accurate data, you can segment customers and tailor offers to match their preferences. Personalization is more than simply addressing recipients by name, and should focus on providing content that connects with prospects. For example, a mail piece that highlights a specific product may make it easier for the recipient to move from consideration to purchase.
Another key component of programmatic direct mail is automation. This technology allows companies to automate printing, design, and shipping processes, eliminating the need for human error. Furthermore, programmatic direct mail can be scheduled based on prospect behavior on a website. It can also be set up to automatically send a specific mailing at regular intervals. For example, a company can use a programmatic print and mail service to send monthly bills to clients.
Another best practice is to use triggered direct mail campaigns. These campaigns can run after a particular email marketing sequence, such as an abandoned cart sequence. This series of emails is usually sent after an online purchase fails. By adding a direct mail campaign to this email sequence, you can capture the attention of the customer and increase ROAS.
Using a programmatic direct mail solution will allow you to target a specific audience with highly relevant messages. This helps you avoid wasteful mailings by sending messages to the right audience. This technique also provides the ability to personalize your messages based on customer information.
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