Just Eat debuts programmatic mailshots to curry favour

just_eatJust Eat is making its direct mail debut after signing a deal with programmatic firm Paperplanes to help the online food order and delivery service tailor effective marketing communications to its customer base.

Paperplanes will support the business across key regions and cities when an important Just Eat activity period is on the horizon. The company insists that the “agile and reactive intelligent direct mail strategy” ensures Just Eat customers receive offers and promotions at the right place, right time, every time.

The programmatic scheme, launched in 2017 with backing from Royal Mail and Go Inspire, works by tracking customers’ online behaviour, and then using that data to deliver personalised direct mail to nudge customer purchase decisions. Paperplanes insists the mailshot can be delivered within 48 hours of it being triggered online.

Just Eat senior global media manager Ross Duncan said: “What impresses us about Paperplanes’ solution is the speed and agility they can offer when supporting our campaign pushes. It was a no brainer to include Paperplanes into our marketing strategy, helping us improve conversion rates for a reasonable cost.”

Paperplanes founder and CEO Dan Dunn added: “As brands look for new ways to engage with their customers, significant investments are made in SEO, social and email but our direct mail campaigns have generated results up to ten times stronger than digital ones.”

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