Direct mail campaigns in the digital age: Drive up to 10% increase in conversion rates

Direct mail might be one of the oldest forms of advertising out there, but new ways to scale, automate and personalise these campaigns are bringing direct mail into the 21st century - and driving huge boosts in sales as a result. 

Up until recently, brands needed to rely on generic, overly-broad direct mail campaigns that wasted budgets and left revenue on the table. But by blending tried and tested strategies with data-based personalization, companies can now cater to diverse market segments and offer personalised promotions at scale, based on a customer’s preferences and purchasing behaviour. 

Let’s say a customer unpacks their online order from their favourite beauty website, whose loyalty program they’ve been a member of for years. At this point in their customer journey, customers expect a high level of personalization - and want to be recognised and rewarded for their loyalty. Instead of promotions on products the customer has no interest in trying, the beauty company could offer product bundles or buy-one-get-one free offers on their favourite items.

Talon.One and optilyz, Europe's leading direct mail automation software, recently partnered to bring this scenario to life, and have worked with market leaders in the retail, e-commerce and on-demand space to bring personalised and omnichannel direct mail campaigns to millions of consumers across Europe.

How can brands achieve this? Creating a personalised direct mail campaign with tailored promotions isn’t as complex as it sounds. Since both Talon.One and optilyz can easily be integrated with any established marketing cloud, the existing martech stack can be used to build the promotional campaigns. Clients would simply create their individualized coupon codes within Talon.One and send the personalization data to optilyz via a webhook. Within the optilyz software the coupon codes will automatically be added to the print campaign. Then all there is left to do, is adding the direct mail campaign to the journey builder within the client’s marketing cloud. Alternatively, it’s also possible to download coupons from Talon.One and upload them in optilyz. 

By mastering the art of direct mail automation, brands can ensure each campaign is carefully tailored and executed to maximise its impact. The tangible nature of direct mail also creates a unique opportunity to capture customers' attention in a way that digital channels often struggle to achieve. With Talon.One and optilyz’s expertise, companies can create memorable experiences for their customers, resulting in increased brand loyalty and ultimately driving long-term success in the competitive ecommerce industry.