Programmatic direct mail is creative that’s automatically personalised, printed and posted based on a triggering action. That trigger could be in response to a new donor sign up, an online store purchase, or an abandoned basket, for example.
It's tightly targeted, highly effective with minimal wastage and drops through the donor's or customer's letterbox quickly after the trigger date to help cement your relationship with them and encourage them to take specific actions.
It can work alongside your other campaigns too. In the example in this case study, a triggered DM piece sat behind an abandoned basket email campaign to drive a very healthy 14% basket completion rate from people who didn’t respond to the automated email campaign.
There are lots of ways programmatic DM is being used by charities:
Reactivation Piece: Send people who were regular donors a DM piece after x months to encourage them to start donating again
Cross/Up Selling: Suggesting other products or further donations people might be interested in
Welcome & Thanks: Triggered DM to new donors or in response to higher value digital interactions
Loyalty & Anniversaries: 'Tangible' DM means more than digital communications to your most valuable donors
One of the great things about programmatic DM is that once it's successfully implemented, it's fully automated and runs in the background. Or you can focus on tweaking and improving it, automating new campaigns and integrating them with other triggers, touchpoints and channels.
These examples illustrate how online behaviour can trigger effective direct mail pieces which, if used correctly by your charity, can increase donations and direct debit sign ups.
We're introducing several charities to triggered direct mail, right now. If you'd like to find out more, please contact our partnerships team using the form below or call us on 01869 321321.