The Role Of Ai In Direct Mail Marketing

Ai In Direct Mail Postcard Marketing

Direct mail marketing has continued to offer the key benefit that digital marketing lacks, which is, retainability. People not only trust the printed form of communication but the human brain retains the printed information longer than digital messaging. While digital ads can be blocked, direct mail is something customers love to receive. Leveraging direct mail marketing to send product samples and other freebies is a proven way to maximize response rates.

In the age of data, direct mail marketing experts are utilizing artificial intelligence and machine learning to boost campaign performance. Artificial intelligence (AI) offers the potential for cross-channel, integrated direct mail campaigns. AI helps free up resources, aids in optimizing customer profiles while empowering marketers to reach the right prospects with the right message at the right time.

Although emails are typically associated with the use of AI to personalize messages, direct mail marketers are also leveraging the technology to get better results. With AI identifying behavior patterns and custom triggers, campaigns can target hypersegmented prospects with tailored content. This boosts response rates and returns on investment of postcard marketing or letter marketing.

Benefits of using AI in direct mail marketing

Hyper personalization of content

Customers expect and prefer brands that personalize content. Personalizing your direct mail marketing messages creates a positive customer experience. According to a McKinsey report, personalization of marketing content boosts customer satisfaction rates by 20 percent while sales conversion rates are 10 to 15 percent higher.

AI helps optimize your direct mail marketing personalization strategy with variables including values, location, behaviors, and context. When you integrate these variables with an accurate direct mailing list, you can ace the game of personalization.

Direct mail recommendations

Most people are familiar with how Netflix is able to make personalized recommendations based on AI recommendations. E-commerce giants such as Amazon also leverage AI to make smart suggestions.

Direct mail marketing experts are also using AI to upsell services or products based on the target consumers' purchase history. By identifying patterns in purchase behavior, AI is able to make accurate recommendations. This ensures you are not randomly sending out direct mail materials such as letters, catalogs, or postcards. In fact, AI allows you to precisely target the highest quality leads who are interested in your products or services. These recipients have a high likelihood of converting which elevates the return on investment (ROI) of the direct mail marketing campaign. With AI, you can boost your sales revenue while catering to your customers' expectations on personalization.

Automation

Automating marketing emails has been a common practice that helps marketers reach the right targets at the right time. AI can similarly help direct mail marketers grab marketing opportunities. Artificial intelligence empowers you to create triggers across multiple channels. For instance, AI can detect when someone sees a product they like on your e-commerce store. If they have provided their contact information, you can send a catalog or a free product sample based on your customer's interests.