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The Magic of Programmatic Direct Mail Marketing

June 16, 2023 by Heather Brunson

wizard with mail icons

Programmatic Direct Mail: Magic is Real

Are you ready to unlock the secrets of programmatic direct mail and become a true marketing wizard? In the realm of marketing, where the battle for audience attention is fierce, only the most skilled wizards can rise above the noise and captivate their target audience.

To stand out from the competition, marketing professionals are constantly seeking cutting-edge strategies in today’s fast-paced digital world. Programmatic direct mail is the key to unlocking a wealth of potential, where innovation and tradition meet to create spellbinding campaigns.

Join us on this adventure as we delve into the magical realm of programmatic direct mail, unveiling its power to help elevate your marketing campaigns. It’s the ultimate weapon in your arsenal, allowing you to cast data-driven spells of personalization and captivate your target audience, like never before.

We’ll show you how to wield marketing power by:

  1. Collecting the ingredients: Gathering data.
  2. Mastering the art of segmentation: Analyzing and segmenting the data.
  3. Weaving spells with words: Creating captivating direct mail content.
  4. Embracing the power of automated direct mail: Putting direct mail automation technology to work for you.
  5. Unleashing your wizardry of tracking and measurement: Collecting, tracking and analyzing campaign data so you can see what’s working and what isn’t and make the necessary adjustments.

The Evolution of Direct Mail: A Tale of Transformation

Direct mail has long been a trusted companion in marketing campaigns, delivering physical advertisements and promotional materials to consumers’ mailboxes since 1872 with the introduction of the catalog. Yet, as technology advanced, traditional direct mail yearned for a touch of personalization and innovation that would extend beyond the benefits of a plain printed mailpiece.

Programmatic direct mail bridges the gap between traditional and online marketing channels, breathing new life into marketing campaigns with savvy automated direct mail.

Mastering “Programmatic” Advertising: A Crash Course

You aren’t a wizard yet, so before we dive in, let’s start with “programmatic” and the role of programmatic advertising.

Programmatic is “of the nature of or according to a program, schedule, or method” (i.e., tasks that can be done in an automated way).  

Imagine a world where buying and optimizing ad placements are done with precision and speed, thanks to automated systems and clever algorithms. This is programmatic advertising – data-driven insights and laser-focused targeting that enables marketers to effortlessly connect with their desired audience. Programmatic advertising uses precise targeting tactics to segment audiences with real data, in addition to automated technology and algorithmic tools for online media buying. This ensures that ads are served to the right people, in the right place and at the right time.

The Magic Behind Programmatic Direct Mail

Programmatic direct mail is the ultimate fusion of digital innovation and traditional direct mail – wielding the power of programmatic advertising while embracing the tangible allure of direct mail. It’s the integration of data-driven insights, automation and personalized messaging to create targeted and engaging physical mailpieces.

This automated type of marketing allows businesses to reach their audience with precision, delivering tailored content based on demographics, interests and purchase history. It involves sending a targeted piece of direct mail based on a specific trigger, such as matching your mail list to Facebook and Instagram accounts and delivering ads before, during or after your direct mail campaign or re-targeting visits to your website with ads that complement your direct mail offer.

infographic about programmatic direct mail with two wizards

A Step-by-Step Guide to Mastering Programmatic Direct Mail Marketing

Below is a step-by-step journey into the land of programmatic direct mail and how it can transform your marketing campaigns into captivating customer experiences.

Step 1: Data Collection—Collect the Ingredients

A direct mail adventure is only as good as the data used to execute it. And it starts with the customer profile – identifying the people most likely to convert. By using comprehensive and accurate data – via demographics, online behavior and purchase history – the more effective and targeted your direct mail campaigns will be, resulting in thriving marketing campaigns.

Step 2: Master the Art of Segmentation—It’s Not Magic

By delving deep into the secrets of each data segment, you unveil the preferences and characteristics that make the audience unique. Armed with this knowledge, you can craft a direct mail campaign that’s unique to each group. Your ROI will increase – and there will be less wasted marketing budget – when the right people are segmented into targets (even opening the door to effective lookalike groups).   

Step 3: Weaving Spells with Words—Content Creation

With targeted customer profiles, you can create captivating direct mail content that enchants recipients – including personalized messages that speak directly to each person, offering exclusive offers, promotions, and customized product recommendations. Every direct mailpiece becomes a treasure they can’t resist—a magical invitation to engage with your brand. You’ll ensure that every recipient feels like they’ve received a personalized gift from a trusted ally (brand).

Step 4: Automation and Integration—The Dance of Technology

Programmatic direct mail merges technology and tradition, engaging recipients and unlocking unforgettable brand experiences. With programmatic technology, you’ll orchestrate a hypnotizing dance of direct mail automation and integration – managing your complex variable data print campaigns with ease as well as extending your direct mail reach online (and alleviating extensive manual tasks).

Step 5: Tracking and Measurement—Wielding the Force of Insight

The magic of programmatic direct mail lies in seamless measurement and tracking – the ability to see full campaign metrics at a moment’s notice. You’ll have full visibility into campaign effectiveness, revealing response rates and conversions. With data at your fingertips, you can quickly optimize your campaigns and adjust based on the information. 

Experience the Benefits of Programmatic Direct Mail

Now that you’ve glimpsed the spellbinding process of programmatic direct mail, let’s explore the benefits that await those who dare to embark on this adventure:

Personalization—Captivate Hearts and Minds

Harness the potential of programmatic direct mail with personalized messages that speak directly to each recipient. By adding the recipient’s name and targeted messaging (e.g., relevant offer or promotion), you’ll witness engagement soar and the customer experience transform before your very eyes.

Integration with Digital Channels—A Symphony of Marketing Magic

Unite your marketing forces with direct mail that seamlessly integrates with your digital channels, conjuring a symphony of marketing magic. Your online campaigns (i.e., Google and social media ads) will harmonize effortlessly with your direct mail messages, creating a consistent brand experience that resonates with your audience across all touchpoints.

Precise Targeting—Hit the Bullseye

Leverage the precision of data-driven insights. Once you perfect the art of identifying your target audience based on their demographics, interests and purchase history, your campaigns will strike true and convert prospects into devoted customers.

Increased Response Rates—The Power of Relevance

When recipients receive tailored, relevant messages, they’re more likely to act. Experience higher response rates as your audience engages with your brand, taking the desired action with enthusiasm.

Improved ROI—The Alchemy of Success

Alchemy is not a myth when it comes to programmatic direct mail. Embrace the ability to track and measure the impact of your campaigns, transforming data into gold. Analyze the results, make data-driven adjustments and witness your ROI soar as you optimize your marketing spend.

Enhanced Customer Engagement—Create Lasting Connections

In a world filled with digital noise, direct mail stands out as a tangible and tactile experience. It offers a unique opportunity to create memorable brand interactions. Forge deeper connections, cultivate brand loyalty and watch as your customers become your biggest advocates.

Maximum Efficiency—Unlock Your Full Potential

Revel in the wonders of automation as programmatic direct mail streamlines manual tasks. No more printing, labeling or mailing headaches. Limit the amount of tedious day-to-day activities and focus your energy on strategic initiatives that drive your business forward.

splash amplify logo

A Marketing Wizard’s Tools of the Trade: Amplify

The journey of your direct mail can be so much more than just a printed mailpiece.

Amplify, Splash’s results-driven integrated marketing solution, gives you the tools to achieve marketing wizardry, unlocking the secrets to amplify your campaigns – from traditional mailpiece to online ads (and further!). You’ll drastically increase the number of touchpoints in a direct mail campaign by delivering your message on today’s popular digital channels.

Campaign set-up and management are 100% done for you using savvy marketing automation to integrate pre- and post-mail touchpoints into your direct mail strategy. You’ll utilize the latest digital technologies, such as Facebook, Instagram, Google and USPS’ Informed Delivery®, to deliver ads and targeted messages to your direct mail recipients online.

Amplify is your gateway to a realm where data-driven precision meets captivating creativity. A sophisticated digital marketing campaign is built around your print piece. All you need is a targeted mailing list and online ads (with a compelling offer) to ensure no lead is left behind with continuous online exposure – and an in-depth dashboard to track and measure.

statistics about direct mail marketing
splash velocity logo

A Marketing Wizard Tools of the Trade: Velocity

Expand your complex variable data print campaigns with ease.

Velocity, Splash’s powerful marketing automation platform, holds the key to unleashing the magic of streamlined communication and unparalleled efficiency. Modernize your campaigns and get mail out faster with a solution that combines custom print and digital solutions to help you quickly scale complex variable print campaigns.

A user-friendly portal tied to a comprehensive database makes it quick and easy to set up new campaigns while seamlessly managing all campaign elements in one accessible location (meaning no spreadsheets and artwork to keep in order!). A streamlined letter template management process works with the campaign portal to give you full control over your creative package – and send it straight into production.

You’ll harness the spellbinding potential of marketing automation to successfully battle recurring, high-volume direct mail campaigns with complex logic and processing needs. You’ll experience maximum organization and structure while eliminating long lead times and quickly getting to market.

overview about the features of splash velocity

Are You Ready to Be a Direct Marketing Wizard?

Now that you have a foundation of automated direct mail knowledge, you are ready to advance to a marketing wizard.

Embrace the innovation of programmatic direct mail—a combination of tradition and automation that elevate your marketing efforts and unlock the true potential of your direct mail campaigns.  From data segmentation to personalization, digital integration and tracking, you’ll have the secret ingredients to achieve marketing success.   

Contact us today at (714) 436-3300 to learn how you can harness the capabilities of direct mail automation and programmatic advertising to effectively reach your target audience and thrive — leaving a lasting impression and forging deep connections with your brand.