Programmatic Mail is direct mail triggered by a fully permissioned customer action. That trigger is always a customer interaction at a key point in their digital journey, said the SMP – which has launched this initiative in response to industry demand.
Royal Mail Wholesale’s new scheme to incentivise businesses to adopt Programmatic Mail will mean they can more easily take advantage of technical advances in the targeting and delivery of physical mail linked directly to consumer behaviour within the digital sales funnel.
Using permissioned, first party data, companies will be able to send individually targeted direct mail to non-converting web visitors – often the next day, but certainly within 48 hours.
The SMP described this as “physical mail and digital targeting working perfectly together”.
Programmatic Mail uses a direct mail adaption of the way programmatic advertising uses software to strategically purchase advertising space online. It nudges customers through the sales funnel by delivering highly targeted direct mail to existing customers, in real-time, to boost website sales.
A trial conducted by JD Williams with Paperplanes found that using Programmatic Mail increased response rates by 6%, average order value by 8%, and reduced abandoned basket rates by 14%.
The Royal Mail Wholesale Programmatic Mail incentive will accept applications until 3 February and each accepted application will run for 12 months.
SMP chair Lucy Swanston said: “Programmatic Mail is such an exciting new development for marketers. We are proud Royal Mail Wholesale has been fleet of foot in launching this incentive scheme so the print and mailing industry can more easily capitalise on this technological advance to help their customers seamlessly combine the strengths of digital and print to significantly increase ROI.
“Programmatic Mail builds on the love consumers have for mail and makes them love it more because they receive it, tailored specifically for them, and at the right time, while their initial digitally sourced interest is still fresh.”
Under the incentive, customers will be able to post programmatic mailings at the Advertising Mail rate, even for mailings which are below the 4,000 items per day contractual threshold.
The incentive will offer two mailing routes: for daily consolidated Programmatic Mail where the volume is below 4,000 items, these items can be consolidated with business mail, and postage credits will be awarded to achieve the Advertising Mail rate.
Alternatively, for daily consolidated end-brand Programmatic Mail where the volume is equal to or greater than 4,000 items – these items can be posted using the existing Royal Mail advertising mail product codes to achieve the Advertising Mail rate.
To be eligible for the incentive, businesses must post in trays only and post a minimum of 50,000 items over the 12-month period.
