How often have your ads been blocked? Or,

Do you face yourself fighting to reach and engage with your target audience?

Well, it’s true that online ads are ignored and social media platforms are full of messages competing with your brand. 

So, what’s the solution now?

It’s Programmatic direct mail. 

Yes, the programmatic direct mail is the upgraded digital version of direct mail. It is a kind of modern approach with a blend of online and offline marketing. 

But, there’s more to it which is why this article is a useful read that will throw some light on the meaning, work, and usefulness of the programmatic direct mail to your business.

So, sit back and jot down as you are going to take important notes from this article. Keep reading.

What is Programmatic Direct Mail?

We will learn about the Programmatic direct mail but first, let’s have a quick look at what direct mail is.

Direct mail has always been a traditional marketing approach of sending physical mail pieces to the target audience:

• Postcards
• Letters
• Catalogs
• Flyers

Now coming to the Programmatic Direct Mail, this is just the modern approach leveraging the power of digital technology and data. That’s not all. This power is used to automate and optimize direct mail campaigns.

The Programmatic Direct Mail uses online signals to trigger the delivery of personalized and relevant mail pieces to potential prospects within given hours and days. These online signals include:

• Website views
• Browsing behavior
• Purchase intent

Furthermore, Programmatic direct mail combines the benefits of online and offline marketing such as:

• Higher response rates
• Lower cost per acquisition
• Increased brand awareness

How does Programmatic Direct Mail Work?

Now coming to the working of Programmatic direct mail. Well, in marketing some quick actions and decisions can work wonders for you. 

Yes, you might be aware of this but are you implementing it often?

If you are fuzzy, then you must know how Programmatic direct mail works. 

Programmatic direct mail works when you send messages to your active customers who might have come across you recently or visited your website. 

The catch is to craft the messages (emails) based on the customer’s preferences, IP addresses, cookies, email addresses, and other behavioral activities. The programmatic direct mails use the software platforms to execute this task. The software then integrates with your website, CRM, or other digital tools. 

There’s more to it. The data collected is further matched with the physical addresses using proprietary algorithms or third-party databases. 

Now once the match is made, the platforms will send the mails to a printing and mailing partner who will deliver the same to the recipient in a short time.

How Can Programmatic Direct Mail Help Your Business?

The Programmatic Direct Mail can help the businesses in the following ways:

Increasing Conversions

When you reach your customers at the right time with the right message, there is an increased conversion. For instance, if the customer abandons their car, you can offer them a discount and other exciting deals like free shipping to encourage them to complete their purchase.

More Customer Loyalty

Retaining old customers is an art in the business. Believe it, you would never want to mess with them. Henceforth, it’s crucial to send timely offers and other relevant information. For example, when your old customers receive your programmatic letters, thanking them for their purchases, it will make your old customers feel involved with an increased sense of satisfaction and loyalty.

Brand Recognition

In this competitive digital landscape, businesses need adequate and effective recognition that can help them stand out from the crowd. This is crucial to create lasting impressions on your prospects and customers alike. This is why when the ads are easily ignored and blocked, the programmatic catalog comes to the rescue. 

Programmatic Direct Mail Marketing Vs. Traditional Direct Mail

Now that we have discussed what is direct mail and programmatic mail, let’s understand the key differences between them:

Speed

The first parameter of differentiation is the speed. Now if we talk of speed, the programmatic direct mail marketing is far faster than the traditional approach. While the traditional methods may take several weeks and months in the process of designing and printing, the programmatic ones can be done in days or even hours.

Relevance

The second basis of differentiation is the relevance. Programmatic direct mail marketing is more relevant compared to traditional direct mail. This is because traditional direct mail relies more on static lists. They also rely on the current needs or preferences of the recipients.

On the contrary, programmatic direct mail marketing uses real-time data and triggers. But why so? This is because it reflects their online behavior and intent.

Measurement

In terms of measurement, programmatic direct mail is more measurable than traditional mail marketing. Programmatic direct mail provides clear metrics and insights that allow you to monitor, while on the other hand, traditional direct mail marketing can be hard to track and attribute.

FAQs

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What is Programmatic Direct Mail?

Programmatic direct mail is the type of marketing in which you send an automated targeted piece of direct mail to your audience.

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How is Programmatic Direct Mail different from Direct Mail?

Programmatic direct mail uses the modern approach of leveraging technology to automate and send mail for marketing, whereas direct mail is used to follow traditional approaches like sending postcards, flyers, etc. 

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How does Programmatic Direct Mail work?

Due to its relevance and perfect timings, the programmatic direct mail would send you automated messages that compel the customers to take quick action and convert them into potential leads.

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Give an example of Programmatic Direct Mail Marketing

Event invites, abandoned cart postcards, and lead nurturing letters are some examples of Programmatic Direct Mail Marketing.

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