Artificial Intelligence (AI) is a digital tool. Direct Mail is a physical tool.
Savvy marketers are combining these tools to create impactful campaigns.
While there are many posts about using generative AI tools to create images and content, that’s not where the true power lies. Marketing firms and leading print-mail service providers are using AI for:
Marketers have access to an abundance of information about their prospects. Buying habits, income levels, housing, ages, and the list goes on. In some ways, it can be too much information. Now AI tools can pinpoint preferences, including when to mail.
That same information can be used to create a hyper-personalized mail piece. The mailing not only has my name, but facts and images that relate directly to me and my interests. Add the power of inkjet printing, and direct mail is produced with mass customization.
When a prospect visits a website, but doesn’t buy, companies can trigger a direct mail piece. Or, if a user doesn’t renew a subscription to a software or service, a postcard can be mailed.
These programmatic direct mail campaigns can then be combined with digital campaigns. AI can be used to track delivery through USPS Informed Visibility data, and launch messages in a coordinated manner.
As noted in an earlier post, we are creating more data than ever before. This is especially true with marketing campaigns. With omnichannel campaigns, there are multiple factors that impact a conversion from prospect to customer. AI provides the power to analyze that data, and make better future decisions.
The US Postal Service has a saying that when creating a successful marketing campaign, it’s not digital OR physical, it’s digital PLUS physical.
Now a successful campaign is digital PLUS physical PLUS AI.
Amazing Astronomical Fact: This week is the peak for the Lyrid meteor shower. The meteors are remnants from the comet designated C/1861(it last reached its perihelion in 1861). It’s a long-period comet that orbits the sun once every 415 years.
Amateur astronomer A. E. Thatcher discovered this comet from New York City on April 5, 1861. It is now officially designated C/1861 G1 (Thatcher), honoring his name.
#artificialintelligence #ai #marketing #directmail #theberkshirecompany
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