Innovations in direct mail

Direct mail is experiencing something of a renaissance, with innovation and more robust measurement giving this traditional medium a new lease of life.

Direct marketing is a channel which has had to innovate in recent years. The launch of the JICMail audience data standard is regarded as a game changer by many in the industry, while the use of programmatic direct mail is getting marketers excited.

The ability to send personalised direct mail to potential customers who have abandoned an online basket or browsed particular pages is motivating many brands.

Royal Mail is supporting tech startup Paperplanes in this area. The company is able to track customers’ online behaviour and deliver personalised mail within 48 hours to nudge people into making a purchase.

Tyre giant Continental has been testing the technology. Its resellers were becoming frustrated by too many lapsed customers so the brand’s business optimisation manager Jeff Book decided to run specific, personalised campaigns. Relevant deals were offered based on historic transactional data and the store customers usually visited.

Programmatic direct mail re-engaged lapsed customers and boosted sales of tyre checks, wheel alignment, servicing and MOTs. One retailer saw a 20% increase in MOT bookings within 12 days thanks to the targeted mail reminders.

Read the full article from Marketing Week here.

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