Engage Customers with Direct Mail Automation

In our ever-evolving digital world, email has become more of a standard nuisance rather than a creative tool to engage products. On average, business people around 120 emails per day and the ordinary Gmail account contains over 8,000 messages. 

So what’s the alternative? 

Direct mail is still a front-runner when it comes to messages that are actually read by consumers, and generally people prefer receiving a piece of mail as opposed to an email. However, direct mail is time-consuming to create, post and mail, and it can get expensive when you’re sending hundreds, or even thousands or parcels. Not to mention it’s harder to track and measure. 

So, then, what really is the solution? Enter a happy medium combining digital technology with the old fashioned postcard: direct mail automation. 

What is Direct Mail Automation? 

Direct mail automation is software that—as the name implies—automates the process of sending direct mail to your customer. The tool allows marketers take control of creating personal messages through digital software, then provides the capability to automatically send the message and track the results. Once an algorithm is set and applicable information updated, marketers can automate repetitive marketing campaigns, saving time, money and headaches.

Direct Mail Automation in Practice 

Now that you have an understanding of what direct mail automation is and how it works, I’m sure you’re wondering how it works in the real world? Great question. 

Customer Engagement (or Reengagement) 

People are busy and have an exorbitant amount of options when it comes to making purchases. A customer that bought a product from you six months ago may have forgotten about your company, or even the item they purchased. They may need a little reminder. However, they last thing they want is ANOTHER item in their inbox that they have to move to the trash. 

If your business incorporates a direct mail automation algorithm into your marketing strategy, the consumer’s inactivity will trigger the system, and a friendly reminder through direct mail will be sent letting them know how much they are missed. 

You can even include a discount code or other incentive. Moreover, after the automation system has been used for an extended amount of time, you can begin to collect data on how many parcels are sent out, to whom, and how effective your campaign is. 

Personalization is Key

Another great example is personal follow ups or thank you notes. Recent studies have shown that 84% of people prefer a personal thank you, and over 85% say they would open a personalized piece of mail over the alternative. The personal aspect allows you to stand out from the endless bombardment of messages they receive. However, writing personal thank you notes to each customer is time-consuming, and let’s face it, just way too much work. 

Again, direct mail automation solves this problem. 

A marketing team can develop digital handwriting through direct mail automation software that acts as a personal hand-written thank you note. Then, these personalized notes can be triggered based on the actions of your audience. Don’t believe the notes look hand-written? Take a look at a few examples.

Direct mail automation is the perfect way for your business to engage (or reengage) consumers in a way that is appealing to them, while it provides less hassle and is less expensive in the long run for you. The best marketing teams understand that it’s never an all-or-nothing endeavor that will succeed. Finding the right combination of technology and personalization is the best way to reach and engage your consumers.