Programmatic Direct Mail Best Practices

 Programmatic direct mail is a powerful way to maximize your advertising budget and improve the experience of your customers. It allows you to integrate existing marketing strategies with the power of data from online and offline sources. Millennials, in particular, respond positively to direct mail, which evokes memories and stirs up emotions. This is important, because emotional decisions result in higher conversions. Programmatic direct mail can also help you automate your digital campaigns.

In order to engage your customers, you should tailor your direct mail messages to each recipient's preferences. By integrating multiple data sources, you can segment your customers and provide them with highly relevant offers. But personalization shouldn't be limited to addressing the recipient by name. Focus on providing content that connects with your prospects and offers them a reason to open and read your mail.

When creating a programmatic direct mail campaign, it is best to target customers at different stages of their purchasing journey. For example, a customer who has just abandoned a cart can be retargeted with a triggered mail. This will help you capture their attention and increase your ROAS. For customers in the consideration stage, mailpieces can highlight specific products, which makes the process of moving toward purchase easy.

By integrating your direct mail campaign with email marketing, you can increase the impact of your direct mail campaign by as much as 25%. Direct mail is still an effective way to reach local customers because it is a tangible object, and consumers are more likely to read it than an email ad. In addition, you can tie your direct mail campaign to your digital marketing efforts by providing unique promo codes for customers.