Royal Mail MarketReach is boosting its campaign to get brand owners and agencies to wake up to the joys of direct mail by offering postal discounts of up to 30% on its new programmatic mail service.
The scheme, run in conjunction with Paperplanes and GI Solutions, launched in February and enables brands to automatically send highly personalised mailshots to online customers who have visited ecommerce sites but not followed through to make a purchase.
Claimed to be the only programmatic mail service available in the UK, it is backed by GI Solutions’ industrial scale print capability. MarketReach claims that campaigns can be initiated within hours of a customer visiting a website and delivered within 48 hours.
Earlier this month, Lida launched a major marketing offensive for the programme, fronted by programmatic industry champion Publicis Sapient chief Nigel Vaz.
Now it is offering huge discounts to incentivise take-up.
Despite Royal Mail recording a fall in letter volumes, direct mail appears to be holding its own, thanks in no small part to MarketReach’s ongoing efforts to target both clients and media agencies in an effort to get mailshots back on media schedules.
Writing exclusively for Decision Marketing, Lida chairman Matthew Heath said: “Digital has made the world more connected and more complex for marketers, but it hasn’t made mail less relevant or important. Quite the opposite. ‘Snail mail’ is fast becoming ‘smart mail’ and opening up a whole new world of opportunity at a time when connecting channels to cut through the clutter and noise of so much marketing is more necessary than ever.”
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