Setting up a programmatic mail campaign consists of five key steps. First, the advertiser sets up the campaign objectives together with KPIs. Then key pages are tagged to be able to track the user journey and assets are uploaded to the programmatic mail technology provider – this way, as soon as a desired action is performed online on the relevant page, a direct mail piece can be automatically created and sent to print. It will be delivered to the recipient’s doorstep within 48 hours. The final step involves performance reporting with access to real-time insights and campaign refinement based on the detailed analytics.
5 types of campaigns:
- Browse but no sale
- Abandoned baskets
- First-time purchasers
- Customers stop buying
- Loyal customers
5 steps to a campaign:
- Set campaign objectives
- Tag key pages
- Upload assets
- Direct mail is triggered
- Performance reporting
- Further information
To learn more about programmatic direct mail, check out case studies from these providers:
Paperplanes (the UK) - https://www.marketreach.co.uk/case-studies/jd-williams
PebblePost (the US) - /en/knowledge-centre/direct-marketing/dm-insights/pebble_post_case_studies
This white paper from Royal Mail’s Market Reach has plenty of insights on programmatic mail, too - https://www.royalmail.com/corporate/marketing-data/trends-innovation/guides-insight/programmatic-mail/
