Tips to Use Programmatic Direct Mail to Your Company’s Advantage

November 27, 2019

The use of direct mail as a marketing strategy is nothing new. Remember the time when companies send postcards and letters about their products to countless households, typing the customers’ names to make it more personal? The same principle is used by marketing experts today, but the application of direct mail has slightly changed to address the needs of businesses better.

Instead of merely writing the names of potential clients to letters for a more personal appeal, companies are now employing a more customized strategy known as programmatic direct mail marketing. This type of campaign makes use of the power of digital technology and the appeal of direct mail to improve customer conversion and response.

How Does Programmatic Direct Mail Works?

When you use the programmatic direct mail marketing approach, you will employ an automated system that will readily enable you to mail someone who visited your website. Note, however, that this mail does not contain general information about your product or services, but something linked to the online browsing behavior of the web user.

For instance, if a user visited your site and clicks an item to add in the shopping cart but did not complete the transaction, the system will take note of this data and generate the home address connected to the IP address of the anonymous user. Your company can then send postcards, flyers, coupons, or promo deals that will entice the user to purchase the item he or she was browsing on your website previously.

How Can You Use Programmatic Direct Mail to Your Firm’s Advantage?

Programmatic means according to a method. Thus, this marketing technique is more than just sending personalized letters to random people in the hope that they will patronize your products. The mailing of messages follows a method or strategy. To help you use programmatic posting to your advantage, consider the following tips:

Make your sales pitch inviting and irresistible.

If you want to turn ordinary web browsers into customers, make it easy for them to purchase the items they are eyeing on your site. Mail them flyers with vivid images and discount codes that they can use to buy these products at exceptional prices. You can also offer free shipping or other promotional deals to influence their buying behavior in your favor.

Work hard to provide clients a rewarding and respectful experience.

Keep in mind that the appeal of direct mail as a marketing tool stems from the fact that people, by nature, appreciate some sense of personal connection. Tailor-fit your deal offerings and promos to the specific preference of the person you are targeting, rather than sending generic flyers. When you ensure your target audience that what you are offering is worth their attention and money, you are most likely to make a sale.

Consider your customer’s privacy and security.

While modern technology allows your business to get a glimpse of what web user desires, you should be prudent in using the information that you have. For instance, if one of your website visitors kept browsing and researching on a particular product, you cannot deliver this item on the person’s door, hoping to develop a loyal following. You may know that the individual wants the piece, but giving it out of the blue can turn off potential customers.

Utilizing the best of technology and combining it with direct mail marketing technique can produce tangible results (sales/profit) and not just mere brand awareness. Consider the pointers mentioned above when adopting a programmatic mail campaign, and you will surely move your business forward.