5 things you need to know about the power of programmatic mail

2 minute read

Entice browsers back to your site. Encourage shoppers to press ‘buy’ on abandoned carts. Re-engage and reactivate lapsed customers. You can do it all with programmatic mail, a powerful marketing tool that combines the ease of automation with the precision of data-driven targeting to deliver personalized direct mail that inspires people to take action.

Here are 5 things you need to understand about the power of programmatic mail:

1. Personalization and relevance 

Programmatic mail allows marketers like you to leverage data-driven insights to create highly personalized and relevant mail pieces. By analyzing customer behaviour, preferences and demographics, you can tailor direct mail that resonates with customers and inspires them to take action.


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2. Multichannel integration 

Programmatic mail seamlessly integrates into a multichannel marketing strategy. Nearly three-quarters of marketers use direct mail with email (72%) and about half use it with paid social (46%) and SMS/MMS text messages (45%)1. By coordinating direct mail efforts with digital campaigns, you create a cohesive and consistent brand experience that enhances brand recall, customer loyalty and drives results.

3. Automated for the people 

Programmatic mail automation enhances your marketing by eliminating manual labour, increasing personalization and delivering timely, data-driven insights. When triggered by specific events or customer actions, your direct mail can be sent at the exact moment they have your business on their mind – perhaps after they browse your website, fill (but maybe abandon) an online cart or sign up for a newsletter. It’s no wonder 2 in 5 marketers (40%) are investing in automated, direct mail software.2

4. Brand differentiation 

Incorporating programmatic mail into your marketing strategy sets you apart from competitors who rely solely on digital channels. In integrated campaigns, direct mails leads to a 40% increase in response rates and 63% increase in ROI over digital alone.3 That’s because this approach showcases a commitment to reaching customers through various means.

5. Proven results 

Simply put, programmatic mail campaigns can be extremely effective. In fact, 3 in 4 marketers (74%) say that direct mail delivers the best ROI of any channel available.4 But don’t take our word for it – just ask leading brands like Wayfair Canada, Princess Auto, and Barbies Restaurants what programmatic delivered for their customers.

Ready to tap into the power of programmatic mail? Chapter 6 of the Essential Guide to Direct Mail unpacks the potential of programmatic direct mail for your business.


This blog is the one of 6 highlighting the power of direct mail for your marketing.

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1 The State of Direct Mail, LOB and Comperemedia, 2023.
2 Ibid
3 Direct Mail 2020 Trends, Accenture Interactive, 2020.
4 The State of Direct Mail, LOB and Comperemedia, 2023.