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The Strategic Mailing Partnership has announced a new programme to empower programmatic mail
A new Royal Mail Wholesale incentive scheme to harness the power of programmatic mail has been announced by The Strategic Mailing Partnership (SMP).
The new scheme has been made to incentivise businesses to adopt programmatic mail in order to take advantage of technical improvements in targeted mail.
Programmatic mail is direct mail triggered by a fully permissioned customer action, made at a key point in a customer’s digital journey.
SMP Chair, Lucy Swanston says: “Programmatic mail is such an exciting new development for marketers. We are proud Royal Mail Wholesale has been fleet of foot in launching this incentive scheme so the print and mailing industry can more easily capitalise on this technological advance to help their customers seamlessly combine the strengths of digital and print to significantly increase ROI.
“Programmatic mail builds on the love consumers have for mail and makes them love it more because they receive it, tailored specifically for them, and at the right time, while their initial digitally sourced interest is still fresh.”
With programmatic mail businesses will have the ability to use permissioned, first party data which can be used to send individual targeted direct mail to non-converting web visitors, within 24 to 48 hours.
To be eligible for the incentive, businesses most in trays only an post a minimum of 50,000 items over the 12-month period.
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