Programmatic is direct mail that’s automated – often triggered and personalised – in response to online interactions or data changes. It’s a great way to encourage specific actions from your customers and online/app users, and has all the benefits of DM (tangible, targeted, personalised and delivered into the hands of your targets) combined with the responsiveness and action-driven timing of digital.
Webmart’s programmatic specialists will help you understand how programmatic can benefit your business, then select the perfect data and production partners to make it all happen. Here’s what you can expect from us…
For one ecommerce business we work with, customer birthdays were a key driver for interaction. So, they decided to trigger a birthday card to be personalised and mailed to customers complete with offers and vouchers to stimulate further sales.
The data file containing birthday dates, names, addresses and purchase information came in; the card was personalised and printed the next day then posted the following day to drop precisely on the customer’s birthday.
Inside each card was a personalised message and personalised gift voucher (of varying values) based on past purchases to tempt them back online for redemption.
They were so well received and such great performers, our customer ran the campaign for a couple of years.
This example is based on printing and mailing an A5 postcard, printed on both sides with personalised print. Revenue assumes an average order value of £200.
Costs: (incl printing, personalisation, distribution): Sending 500 per day for 1 month Total cost: £7,500.
Total revenue: £30,000.
(at 1% response rate or 150 orders)
Our consultants assess your business, your customers and your objectives. That way, they’ll uncover the best ways to use programmatic direct mail to achieve your goals.
We’ll then advise on creative, formats, triggers, costing, production and distribution to bring your programmatic campaigns to life.
One brand increased abandoned basket conversion by 14%
Another brand triggered programmatic DM based on abandoned baskets. The DM piece was used to follow up unsuccessful reactivation emails and showed the abandoned items along with similar products from their ‘most browsed’ product categories. The result was a +14% abandoned basket completion rate.
Webmart are specialists in helping brands deliver extraordinary ROI through offline marketing campaigns. Here’s a range of fantastic success stories to show you what can be achieved.