Direct mail can be a powerful tool to nurture leads, clients, candidates and other audiences at the right time. However, implementing a campaign manually can be a cumbersome process that requires team members to spend more time on other priorities. Automating the entire process eliminates manual work and allows marketers to scale their campaigns without sacrificing the quality of results.
Automated direct mail enables marketers to compile and use data points from different touchpoints to create highly targeted and personalized campaigns that increase response rates and customer retention. For example, a clothing brand can send a personalized message to shoppers based on their previous purchases or browsing history. This type of personalization is hard to achieve through digital marketing channels alone.
In addition to enabling marketers to execute and measure campaigns on an omnichannel basis, direct mail automation also improves efficiencies for organizations that require large-scale printing and mailing services. Healthcare institutions, for instance, often need to print and send out medical documents like bills, discharge summaries and test reports. Using an automated solution can help these businesses save time and resources by allowing them to outsource the work to an experienced vendor that provides high-quality prints and a secure delivery service.
For other types of organizations, such as restaurants, gyms and social clubs, the ability to deliver personalized messages through their marketing campaigns is an important way to build engagement with their audience. Having an automated direct mail platform that can integrate with their CRM and enable them to send trigger-based messages is beneficial to these businesses as they look to maximize the return on their marketing efforts.
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