By
Jyoti Tejpal
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Direct mail automation software streamlines the procedure of designing and drafting physical mail, like newspapers and postcards, to be sent to a more extensive client base.
Marketers and assists in use this form of software
Automating processes: Manually coordinating direct mail is time-consuming and expensive too. It is also challenging to facilitate coordination between the separate departments responsible for design, print, and deliver mail. Direct mail automation software helps this contrasting job flows into a single system. This centralized system streamlines interdepartmental communication and mailing activities to check timely delivery with minimal manual efforts.
Managing contacts better: Unlike paper registers, direct mail automation software captures & stores clients’ contact details digitally in a unique centralized pool which can be easily searched and even reused for various campaigns. Also, with an organized contact data record, marketers can segment their contacts based on multiple filters to target the right audience for their campaigns.
Creating mail: This type of software provides a built-in template editor that has various design templates to make and design postcards, brochures, newsletters, etc. The editor offers to create personalized mail for several occasions with minimal efforts and designing skills.
Reporting/analytics: Tracking and viewing key business indicators capturing and analyzing the success of marketing campaigns.
Delivery Tracking: Tracking the delivery of physical mail and getting the notifications once clients have received the courier.
Event-triggered mailing: Sending automated mail triggered by specific actions or events like birthdays or anniversaries.
Data import/export: Importing data to and exporting reports from the system pool.
Design management: Managing ready-to-use design templates and existing mail designs that can be reused for upcoming campaigns.
Most products available in the market are priced on a per-month basis and can be divided into three pricing tiers based on their starting price. A premium product is rated higher with additional features like advanced user roles and permissions, an analytics dashboard, and custom envelopes.
Integration capability: The software user chooses for managing their direct mail should integrate well with their existing business applications like customer relationship management (CRM) and marketing automation. The coordinating capability will help user leverage their current customer database as well as sync all client interactions and marketing efforts across applications. This will help in minimizing multiple data entry efforts and maximizing productivity.
Variety of design templates: Many companies use to create printed flyers, brochures, and postcards promoting their business. And creating this type of physical mail, they must require a template editor that provides different design templates. It’s critical to check whether user-preferred software has templates that suit the design requirements of their direct mail and marketing campaigns. Also, check if the models can be readily used or whether their staff will need any training to get hands-on experience.
Campaign analytics: The software users wish to purchase should help in tracking the performance of their direct mail campaigns. The software fully loaded with a real-time analytics dashboard that can track the delivery status of their physical mail and record the responses received from both online and offline channels will help in measuring the performance of their campaigns. It will also assist in addressing any shortcomings with their content or mode of delivery.
Direct mail coordinating with digital campaigns: Today, the use of mail automation software isn’t restricted to just posting physical postcards. Companies are now organizing their direct mail with digital campaigns using QR codes and personalized URLs that are printed on mailers. Customers can scan these QR codes or go to the URLs to visit the landing pages targeted by businesses. This significantly lowers client response time and improves the chances of engaging with them.
Artificial intelligence (AI) marketing to ascertain speed: Offline marketing is costly with a significant amount of money involved in designing, printing, organizing, and sending mail through postal services. Marketers have now initiated using artificial intelligence to study audience engagement and analyze customer behaviour for optimizing their offline direct mail campaigns. In line with this trend, software sellers have started adding AI capabilities to their core solutions. Direct mail automation software equipped with AI will offer marketers understand who their ideal customers are and what types of content their audiences prefer.
