How To Speed Your Direct Mail Communications With Programmatic Mail And Its Benefits
Sending and receiving postcards on holidays is one of the exciting things we do. But sending postal mailers, including postcards, is not much fun when you send it in bulk. In fact, businesses often have a hard time sending many postal mailers to their target audience.
However, the recipients of such mailers and postcards enjoy it so much that it has a higher response rate than most digital marketing strategies. So, the only question here is how businesses can send direct mail, including postcards, without the headache of manual processing.
And, we believe the ideal answer to this question is programmatic mail. Here, we will make a case for advanced direct mail automation software for optimising offline communication for business organisations. Read on to find out what is programmed mailing and how it can benefit your business.
What is Programmatic Direct Mail?
Programmatic direct mail lets you use an advanced direct mail system to print and deliver a piece of printed direct mail automatically. It usually involves using variable images and text content to provide customers with relevant marketing messages.
Advanced programmatic mail allows you to send customised mailers based on a schedule you choose automatically. Similarly, you can also use a direct mail system to set up triggers based on particular actions.
For example, you can automatically send thank you cards to your customers every time they purchase from your business. In other words, once you set up a direct mail automation system sending direct mail becomes as easy as sending emails for your business.
How Does Programmatic Mail Work For Your Business?
The working of programmatic mail is much more straightforward than you might think. Using an example, it is easier to understand the working of automated mail. So let’s say that you own a retail and eCommerce store.
Let us also assume that you want to send a thank you card whenever a new customer registers on your eCommerce website. Here, you can set the triggering action as a website or membership registration. So, every time a new customer signs up as a member on your eCommerce website, the direct mail system sends them a thank you postcard.
Another thing you need to know about programmatic mail is that you can connect it with your CRM for easy customisation. The system uses a thank you postcard template that you set up and personalise with CRM data. Hence there is no scope for error, and the thank you postcards get delivered uninterrupted.
Why Should You Use Programmatic Mail For Your Business?
There are several ways a business organisation can use an automated direct mail system. The applicational use of programmatic mail includes everything from cultivating brand loyalty among customers to marketing your products and services.
Let us go back to the scenario where you have an eCommerce website. One of the most nerve-racking experiences an eCommerce business can have is shoppers abandoning their cart before checking out. Sending an email as an abandoned cart reminder is one option, but they often don’t even get opened.
On the other hand, sending an abandoned cart reminder via postal mail is more likely to catch the customer’s attention. Because, unlike emails which you can leave unread forever, direct mail is almost always opened by the recipients.
Benefits Of Programmatic Mail
Employing a programmatic direct mail tool or software gives you various advantages. Using these advantages efficiently will help you get ahead of your competitors. Here are some of the significant benefits of automated direct mail for your business.
Ensure The Fastest Direct Mail Delivery
Programmatic mail is the best way for your business to quickly speed up its direct mail process. Using a direct mail automation tool like PostGrid lets you eliminate all slow manual processes. As a result, you can ensure that the mailer reaches the recipient in the shortest time possible. Learn our guide on how you can speed up the direct mail operations of your business.
Get Higher ROI For Your Direct Mail Campaigns
The minimum return rates of your mailer and the resources you save through an optimal direct mail process help you achieve maximum ROI.
Grow Your Relationships With Existing Customers
As we discussed, direct mailers, especially thank you postcards, birthday cards, etc., create an emotional impact on the recipients. Hence, you can use programmatic mail to nurture existing relationships and convert them into loyal customers and brand advocates.
Pitch Relevant and Personalised Marketing Message
With a direct mail system such as PostGrid, you can connect it with your CRM. It allows you to access crucial data, such as the product the customer is likely interested in and use it in your marketing mailers.
Execute Data-Driven Direct Mail Campaigns
Advanced programmatic direct mail tools like PostGrid let you build and test data models. As a result, your business can identify the customer’s online behaviour and use them as programmatic triggers. For example, one such trigger could be when the customer dwells time on specific pages or the frequency of visits.
Conclusion
Employing programmatic direct mail can be a gamechanger for your business. It can optimise direct mail operations and ensure timely offline communication with your target audience. However, you need a fully automated direct mail solution to get the full potential of using software for your direct mail.
For example, advanced direct mail solutions like PostGrid enable you to print personalised direct mail for your business. PostGrid even gives you access to its very own template gallery and design tools that let you design and print your mailers.
With such an advanced programmatic mail tool, you can conveniently send your marketing materials. Furthermore, you can also use PostGrid’s address verification tool to maximise the reach and deliverability of your direct mail campaigns.
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