Channels
Programmatic Direct Mail
Programmatic direct mail (PDM) adds automation, targeting, and personalization to your marketing campaigns, as well as fight ad fatigue and general digital fatigue that many of us are facing after constantly using digital tools since the pandemic.
Plus, it gets great results, and feels like magic!
What is Programmatic Direct Mail?
A programmatic platform sends a mailer to your customer when they have completed certain behaviors, like visited and left your website, or are a part of a certain demographic. Powerful machine learning determines the best moment to send out a mailer at or around a moment of intent.
High Response Rate
The average response rate to direct mail is 2.7% to 4.4%, while an email has around 0.6%. Plus, 42.2% of direct mail recipients either read or scan the mail they get, increasing the chance that your mail will be seen.
Great ROI
The average return on investment is $4.09 for $1.27 spent on direct mail and direct mail recipients purchase 28% more items than people who don’t receive that piece of mail.
Personalization
The programmatic platform analyzes the digital actions that users are taking, such as website visits, browsing patterns, and shopping cart abandonment, to trigger the dispatch of highly personalized physical mail.
Channel Description
All About Programmatic Direct Mail
KPIs
- Response Rate: Number of people who took any action as a result of a campaign
- Cost Per Action: How much was spent per conversion
- Sends: The number of pieces of mail that have been sent
- Average Order Value (AOV): The average amount of each individual customer’s orders
- Increase in Awareness: Shows if more people know about your brand; can be measured by survey
- Conversion Rate: How many people took the desired action of the campaign, like made a call, purchased the product, or visited in store
- Return on Ad Spend (ROAS): The revenue of campaign divided by total spend
Targeting options
- First-and-Third Party Data: Either your own customer database or data options within a DSP
- Retargeting: People who have already taken an action with your company
- Behavioral: For example, someone abandoned their cart
- Contextual: A person with interests similar to your customers’
- Demographic: A person’s job, age, gender, location, etc.
Platforms that support social mirroring
- As with every campaign, make sure you have clear, direct, impactful copy.
- Put your brand name/logo on each side of the mailer.
- Try to use your best imagery or design to elicit an emotional response: what your customer will feel when they purchase from your brand.
Channels
The Top Programmatic Channels
Channels are digital and physical spaces where you can run messaging that reaches your community. Version2 guides you to select and activate omni-channel advertising, so you can select the most effective format, pivot to what works, and retarget your customers.
Digital Out of Home
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Programmatic Audio
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Connected TV
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Digital Video
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Programmatic Takeovers
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Adhesive Ads
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In-Email Display
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In-Banner Video
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Native Display
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Social Mirroring
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Performance Display
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Programmatic Direct Mail
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Programmatic Audio
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Connected TV
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Native Display
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In-Email Display
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Digital Video
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In-Banner Video
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Programmatic Takeovers
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Performance Display
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Learn moreAdhesive Ads
Learn moreProgrammatic Direct Mail
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Speak with our team about how Version2 can help you reach and exceed your goals with programmatic advertising.
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