There are five key customer interactions with websites that programmatic mail can help businesses with. From addressing visitors who browse without purchasing to rewarding loyal customers, programmatic mail establishes a reliable link between customers’ online behaviour and powerful tangible advertising.

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:

royal mail

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/

 

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