Programmatic direct mail is an emerging form of marketing that combines the best of both worlds: the personalization of direct mail with the targeting and automation of programmatic advertising. Simply put, it’s direct mail that’s executed using programmatic technology.

Traditionally, direct mail has been difficult to measure and scale. Marketers have struggled to target their campaigns effectively, track their ROI, and ensure that their messages reach the right audience. Programmatic direct mail solves these issues by allowing brands to use data and automation to create hyper-personalized campaigns that are delivered directly to consumers’ mailboxes.

How does programmatic direct mail work?

The process of programmatic direct mail is similar to that of programmatic advertising. Advertisers can use data to target their campaigns, and the mailing process is automated, allowing for greater efficiency and faster turnaround times. This type of advertising also allows for greater control over the creative process, enabling advertisers to make changes to their campaigns in real time and test multiple versions of their messaging.

Here is how it typically works:

1. Data gathering: The first step in programmatic direct mail is to gather data on potential customers. This data can include information like demographics, purchasing behavior, and online activity.
2. Targeting: Once the data is collected, it is used to create highly targeted mailing lists. These lists are based on specific criteria, such as location, interests, or behavior.
3. Design and messaging: The next step is to create a direct mail piece that is personalized to the recipient. This can include custom graphics, messaging, and even variable data printing to ensure that each piece is unique.
4. Printing and fulfillment: After the design is finalized, the direct mail pieces are printed and prepared for mailing. This can be done in-house or through a third-party provider.
5. Tracking and analysis: Once the direct mail pieces are sent, tracking tools are used to monitor their delivery and response rates. This data is then analyzed to optimize future campaigns.

Why use programmatic direct mail?

In an age of digital overload, receiving a personalized piece of mail can make a brand stand out and create a lasting impression. It is a powerful marketing tool that offers several key benefits:

1. Highly targeted: Programmatic direct mail allows you to target specific audiences based on a wide range of criteria, including demographics, interests, and behaviors. This means that you can create highly personalized and relevant messaging that resonates with your audience and increases engagement.
2. Tangible: Unlike digital advertising, which can often feel impersonal and fleeting, direct mail is a tangible, physical item that people can hold in their hands. This can create a deeper emotional connection with your audience and increase the likelihood of conversion.
3. Less competition: In an age where digital advertising is everywhere, direct mail can help you stand out from the crowd. With fewer brands using direct mail, there is less competition for your audience’s attention, which can lead to higher response rates.
4. Measurable: Programmatic direct mail campaigns can be tracked and analyzed just like digital advertising campaigns, allowing you to measure their effectiveness and make data-driven decisions for future campaigns.
5. Automated: Programmatic direct mail uses automation to streamline the process of creating and sending direct mail campaigns. This makes it easier to manage large campaigns and frees up time for marketers to focus on other tasks.

Programmatic direct mail is still a relatively new and evolving technology, but it has the potential to revolutionize the way that direct mail is used in marketing. It’s important for advertisers and chief marketing officers to stay up to date with the latest trends and technologies in order to create effective and innovative campaigns that resonate with their audiences.