Can direct mail be automated with software?

Today, many companies have abandoned postal mail as a marketing tool. However, this channel is still valuable, especially for reaching segments that we don't reach digitally.

Automating postal mailing is not only possible, but it can also be a great ally in improving the personalization and effectiveness of campaigns. In this article, we're going to explore what steps you need to take, what to consider, and how a mailing company can help you do this to facilitate automation.

1. Identify the right use case

Before starting to automate postal mailing, it is essential to define what segment of customers or potential customers we want to reach. Think about those profiles that you're not effectively reaching with your digital campaigns or those that might respond better to physical contact. Here are some examples:

• Customers who haven't opened emails in the last 6 months: This type of customer may be those who need to contact each other physically and attempt more direct retargeting.
• Rural areas or second cities: Where Internet access is more limited or postal mail is a valued and more common form of communication.
• Premium segments: Physical mailing can be an excellent way to give a touch of exclusivity and to transmit a more elaborate and personalized communication.

Identifying the use case is the first step in better customizing your strategy and ensuring that the investment in postal mailing will pay off.

2. Is your database clean?

A clean database is essential for effective campaigns. A professional postal mailing approach requires customer data to be up-to-date and error-free, which will prevent returns and improve the impact of the campaign. Having incorrect or duplicate data can result in additional expenses and a loss of mailing effectiveness.

There are currently several tools that make it easier to clean databases, allowing you to review information and correct errors automatically. With Posthero, you can ensure that your contact information is properly formatted and that you're optimizing your investment in postal campaigns.

3. Use a flow automation tool

Finally, to really take advantage of postal mailing, you need a tool that allows automate the sending of correspondence. With Posthero, you can create postal communication flows based on customer behavior in any CRM or email marketing tool.

This allows you to automatically send postal emails in response to specific customer events, such as:

• Prolonged inactivity: If a customer hasn't interacted with your digital campaigns for a while, a postal delivery can reactivate their interest.
• Birthdays or anniversaries: A personalized postal mailing with a congratulation can build customer loyalty.
• Purchase tracking: Sending a thank you or reminder after a purchase can improve retention and loyalty.

Posthero's automated flows are highly customizable and allow you to send unique messages to each customer, ensuring that each postal shipment is aligned with the recipient's context and interest.

Benefits of automating postal mailing with Posthero

Posthero not only allows you to create automated flows from any CRM or email marketing tool, but it also offers additional benefits, such as:

• Easy integration with platforms: Thanks to its ability to integrate with multiple platforms, you can create automated flows in a few steps, without the need for complex configurations.
• Advanced customization: Each shipment can be adapted to individual customer data, creating a personalized and relevant experience.
• Monitoring and analysis: You can measure the performance of each postal campaign, continuously optimizing for better results.

Conclusion

In short, the automation of postal mailing it's a powerful strategy to complement your digital marketing efforts. By identifying the right segment, maintaining a clean database and using tools like Posthero, you can take your campaigns to another level and achieve a tangible impact. Thus, a postal mailing company how Posthero can help you maximize the reach and effectiveness of your campaigns, offering a personalized and memorable alternative in the physical world.

Don't miss the opportunity to differentiate yourself and connect with your customers through a channel that, although traditional, continues to demonstrate its value.

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