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Programmatic Mail Discover the new conversion channel

Use Direct Mail Retargeting to convert website visitors into sales

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Learn more about what Programmatic Mail is and how you can use this innovative method of sending mail based on website user behaviour.

The cost and performance advantages of programmatic media has driven widespread adoption. As programmatic techniques shift beyond simple automation, we see them combine with the consistent strength of direct mail to produce a new hybrid- Programmatic Mail.

You might be familiar with getting a huge amount of website visitors a day, but the fact is although many prospects can show interest, they don’t buy. Until now we have only been able to use this information and insight to drive digital media buys - serving emails, videos and display ads to the right consumer, who is exhibiting the right behaviour right now

Welcome to Programmatic Mail. The targeting and delivery of physical mail that can be linked directly to consumer behaviour within the digital sales funnel. Using permissioned, first party data, we can send individually targeted direct mail to non-converting web visitors. In other words, it's retargeting website visitors with direct mail.

Due to Programmatic Mail’s high level of targeting and ability to send ‘just the right message, at the right time’ based on behavioural data the response rates can be outstanding.

This guide will help you understand what exactly Programmatic Mail is, why it’s so innovative and how you can use this technology to convert more website visitors into sales.


What you’ll learn

JD Williams Case Study


As one of UK’s leading online retailers, N Brown Group constantly seeks to reduce basket abandonment rates for its JD Williams brand –to drive greater returns from e-commerce.

Although JD Williams already had a basket abandonment remediation strategy in place, they sent two permissioned emails to customers who had abandoned their baskets with retargeted banner ads also encouraging reconsideration.

JD Williams wanted to see if a new media channel could help improve their retargeting response rates. Could physical mail really complement their existing digital channels and improve response rates


JD Williams set up a trial with Paperplanes designed to deliver conclusive answers. That meant including the following segments:

  • A control group, where abandoned basket customers were sent no follow-up message
  • A group where customers received existing two follow up emails
  • A group where customers received both follow up emails plus a piece of direct mail


For the final group, where Programmatic Mail complemented existing marketing channels

  • Response rates increased overall by 6%
  • Average order value increased by 8% overall
  • Abandoned car ratees were reduced overall by 14%

Download the guide to find out in more detail how JD Williams used Programmatic Mail to achieve these results.

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