Filter By

Show All
X

Connect to

X

Artificial Intelligence Powered Direct Mail Increases Engagement and Boosts Profits

T-direct-mail-ai.jpg

For many years a fundamental of direct marketing has been personalisation – so what’s changed? Digital marketing has given us the ability to deliver the right message, at the right time, to the right person in the online environment, and now direct mail can be just as intelligent.

Machine learning, the technology behind AI, can produce accurate predictions from big data, which enables direct mail to provide the same tailored experience for each individual customer, no matter their buying habits.

Combine AI with state of the art high fusion inkjet printing and you have the ability to produce in high volume at a cost effective rate. No more special papers to increase costs, every single image and word is different on every page – there is no limit to your power to create highly personal print.

Hyper-personalisation – the ability to make every item in your print run a dedicated offering from first page to last. This is not just based on what customers have previously purchased, but using self-learning predictive algorithms to produce personalised recommendations, similar products, best sellers, personalised product list ranking and promotional recommendations, at the touch of a button.

complete care catalogue

Ground-breaking AI technology has recently been utilised to produce a 16-page catalogue mailing for Complete Care. Compiling content from 6,421 different product descriptions, images and messaging, delivering a uniquely personalised direct mail brochure, of 28 products chosen for each individual. A campaign that won ‘best catalogue creative and production partnership’ at the Direct Commerce Awards.

Result – 25% increase in order value and 5% higher response rate

Direct mail still offers the main benefits it has always had over digital – retainability. People trust paper and the brain retains the information for much longer than it does for digital messaging. You can also use it to engage with customers who have declined to be contacted digitally through SMS and e-mail.

If you want to know more about how Artificial Intelligence can increase your Direct Mail ROI, get in touch with First Move today.

Tel: 01494 539300

Email: david@firstmove.co.uk

www.firstmove.co.uk

Hear more from the DMA

Please login to comment.

Comments

Related Articles

This article considers how you manage your suppliers' handling of your personal data? What factors do you need to consider when carrying out your due diligence at appointment and when / how do you decide whether to audit your suppliers’ activities?

DPN_Data Protection Network_RGB.jpg

Marketing automation and artificial intelligence (AI) can bring significant value to a company and its customers. However, as brands strive for genuine customer engagement and meaningful consumer relationships, balancing authentic experiences and technology-driven marketing strategies in the age of automation remains a significant obstacle.

Many countries are now moving to a post-lockdown phase. What kind of customers should we expect to meet? What are their expectations for the future? How have their needs been altered by the experience of the pandemic? Read on to find out.

Coronavirus_WebImageCoronavirus- The Post-pandemic Consumer-03.png

The Door Drop Hub examines the Government’s use of door drops throughout the coronavirus pandemic.

The Government Door Dropped 30 million Coronavirus Letters to UK Households_Events copy 4_Research articles copy 5.png