Programmatic Direct Mail Best Practices For a Business

 When you use the power of programmatic direct mail, you'll match a "signal" to a real person's name. For example, when a prospect visits a car dealership's website, a follow-up mail package is sent to him that includes information on that model, an incentive to schedule a test drive, and the contact details of an insurance specialist. Publishers are in a prime position to take advantage of this new platform. They already have a database of names and addresses and can capture behavior data from across the web with a service like What's New In Publishing.

Another benefit of programmatic direct mail is its automation. You can schedule your mailings based on prospect behavior on your website, or you can schedule them to go out on a regular basis. Using a programmatic print and mail service allows you to send monthly invoices and bills to a targeted list. With a little bit of setup, your direct mail marketing campaigns can be fully automated and have minimal human involvement. This is a major advantage for a business looking to boost its ROI.

In the B2B world, sales cycles can last months, and nurturing campaigns can be as long as tens of emails. Using email and direct mail to engage with prospects and answer questions is one of the best ways to keep a deal moving forward. It's also worth noting that 90 percent of customers expect to be able to interact with a brand consistently across all channels, including email. One of the most common objections to direct mail is the time factor. Often, multiple stakeholders must approve a direct mail campaign.