How Brands Automate Direct Mail Like Email
Summary
Just like email, direct mail can be automated! Smart brands send personalized catalogs based on shopping behavior - here’s how it drives retention.
🎧 Want more insights like this? Listen to the full episode here.
Transcript
The biggest apparel brands we see doing a lot of personalization. If I buy from, you know, the men's section at J.Crew, I'm to get the men's catalog later on. So, you know, first time buyer gets this piece of direct mail. 20-time buyer gets gets this other piece of direct mail, just like email. You can automate this. And the big benefit is, unlike email, you don't have to be opted in or subscribed to receive the piece of direct mail. So all these brands, I think, start with a couple core sequences. If I had to guess some sort of new customer sequence, a win-back sequence, you know, in there, automating those catalogs and once they're catalogs and pieces of direct mail and as they work, they're probably iterating and building more and more and more.
Getting more granular with the targeting. But every time, like the overall number of sends just keeps going up, which they're happy with as long as it's got a positive ROI.