Royal Mail MarketReach is a team of dedicated experts who exist to help organisations drive revenue using direct mail. Speak to us to learn more about mail and how we can help your business for free.

Programmatic Mail Discover the new conversion channel

Download the guide

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. 

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

Background:

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

Solution

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

Results

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.

Download the guide

Royal Mail Group would like to keep in touch with you about our products, services and offers that might interest you. By clicking submit below you acknowledge that we may contact you by post, telephone, email and text message.

If you do not want to hear from us by any or all of these means, please select the relevant box(es) below:

We may, on occasion, still need to send you important service messages. Royal Mail Group takes your privacy and security very seriously. For more details please read our Privacy Policy.