Levers
Automated direct mail campaign agency
Leverage automated direct mail to reach a physical target at scale: an underused channel, complementary to digital, once the print + drop-off chain is industrialized.
The mission
Design and industrialize an automated direct mail campaign (files, print, drop-off, tracking) to deliver a physical message at scale.
Objectives
- Frame the targets, offer, and print format
- Prepare / deduplicate the address files
- Automate the print + drop-off chain
- Ensure print quality and postal deliverability
- Measure the returns (codes, URLs, calls)
Key steps
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Strategic framing
- combinations of targets and messages
- cadences
- call to action
- integration into the main funnel
- watchpoints
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Technical framing
- mailing list
- content plan
- format
- various tactics to integrate into the letters
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Production
- preparation of the mailing list
- writing of the letters
- layout. (1 week)
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Phase 1
- Delivery
- sending of the campaigns by post. (4 weeks)
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Phase 1
- Report
- analysis of the campaigns' performance
- analysis of opportunities and weak signals
- strategic recommendations for Phase 2
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Phase 2
- Delivery
- sending of the campaigns by post integrating the learnings from Phase 1. (4 weeks)
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Phase 2
- Report
- best-performing campaigns
- analysis of opportunities and weak signals
- strategic recommendations for the future
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Renewal
- review of the option to repeat the operation