2020 has undoubtedly been a year unlike any other in recent history; between a global pandemic where consumers are largely stuck at home with limited access to brick and mortar stores, a shift from third-party cookies, and advertisers boycotting Facebook, marketing teams have had to adapt to almost instantly. As we begin to tip-toe into the holiday season, marketers are looking for new touchpoints to reach customers that are easy to activate and will hit their marketing objectives.
Many companies rely on Black Friday and the holiday season to drive their bottom line, but efficiency and effectiveness are as critical as ever. So how can you maximize your spend and activate purchasing decisions? With Programmatic Direct Mail®.
Traditional direct mail is a proven marketing tactic to drive consumer engagement with a history of strong response rates and is effective at reaching consumers at home- where 88% of purchase decisions are made. However, traditional direct mail can be difficult to execute, generally requires long lead times, and doesn’t harness the power of recent, digital behavior.
Similarly, digital and social are proven ways to reach consumers, but with rising prices around the holidays, a shrinking set of solutions providers, consumer fatigue due to oversaturation, and lack of omnichannel performance measurement, marketers are looking for ways to diversify their media mix.
Enter Programmatic Direct Mail, which blends the best of both digital and direct mail, by using recent online signals to enhance direct mail and drive superior performance for marketers. Leveraging the PebblePost Graph, machine-learning algorithms, and an automated mail and logistics platform, the PDM® platform offers brands a seamless way to activate direct mail and reach their most ideal consumers across all stages of the customer lifecycle.
Below we’ve compiled three of our best tips and tricks to help you incorporate digitally-enhanced direct mail into your marketing strategy for Black Friday to drive more sales.
Black Friday Tip #1: Keep it Simple and Promote a Sale
Use Programmatic Direct Mail to promote your Black Friday sale for prospects, existing customers, and lapsed customers across all points of sale—whether it be online or in-store (where/when possible). We find that site-wide sales or unique promo codes work best and holiday-centric messaging should start 4–6 weeks before the big day.
Capitalize on the increased traffic to your site over the holiday months by leveraging online intent data to reach anonymous site visitors with a piece of physical mail to entice them to come back for Black Friday.
Black Friday Tip #2: Begin Early Because Speed is Key
Begin your Black Friday promotion early—think late September or early October—and capitalize on increased traffic and high-intent as consumers begin their holiday shopping. Since Programmatic Direct Mail is sent within 24 hours of expressed intent, you can reach consumers quickly and on their terms. As the holidays approach, leverage the speed of first-class mail to influence last-minute shoppers before shipping deadlines.
Real-time online intent data is a great way to ensure direct mail is relevant, which is key in maximizing its effectiveness at influencing purchase decisions.
Black Friday Tip #3: Offer a Different Touchpoint on Black Friday
With the oversaturation of email marketing and digital advertising, especially around the holidays, Programmatic Direct Mail is a great addition to your marketing mix to break through the noise. Complementary to your digital efforts, PDM has no scale limitations at a time where inventory scarcity is rising and has no holiday price increases—Cost per Pieces (CPPs) remain constant. Additionally, PDM offers transparent omnichannel performance reporting, capturing conversions across all points of sale.
For example, Parachute—a home essentials brand—leveraged PDM in 2019 to drive awareness of their Black Friday sale and drive conversions amongst new prospects.
Want to learn how to activate Programmatic Direct Mail as part of your customer acquisition strategy for Black Friday? Reach out to us at firstname.lastname@example.org.