What Is Direct Mail Automation and How Does It Work?

We’ve come a long way from relying only on physical mail for communication. These days, email and other digital channels dominate, but direct mail hasn’t disappeared. In fact, it’s still going strong. It’s just evolved with the times, becoming smarter, faster, and more connected to the digital world.

According to the 2022 State of Direct Mail, 67% of marketers say direct mail delivers excellent ROI. To tap into this demand, you have to automate and integrate it.

Let's dig into the guide to see how automating direct mail can help you improve your response rates and boost your brand impact. We'll also go through direct mail automation softwares and strategies you should adopt to increase your ROI.

What is direct mail automation?

Direct mail automation refers to the process of streamlining the creation, printing, and delivery of direct mail using software. It allows businesses to send personalized mail at scale, triggered by events, without manual intervention.

Direct mail automation includes personalizing postcards, letters, and physical mail using automation tools. These tools customize the pre-press printing process with data triggers. You can also trace, track, and measure the impact of your direct mail with real-time analytics, insights, and dashboards.

Benefits of direct mail automation

You can't ignore the advantages of direct mail automation for your current and prospective customers and your business. Let’s take a look at these benefits.

1. Personalize mails at scale

It's easy to set up personalization parameters and personalize mails, add customization components, print, and package mail for delivery if you've pre-configured the creative.

For example, you can deliver a personalized direct mail campaign with discount offers to clients a few days before their birthday. You may set up rules in a marketing automation platform to send information to direct mail printers with each individual's name and special offer.

2. Reach prospective customers directly

It might be tough to contact those at the top of the decision-making chain via email. Direct mail, on the other hand, can reach practically anybody.

According to the United States Postal Service, 98 percent of consumers receive their mail daily, typically sorted by the person in charge of running operations. Almost every customer has a postal address and reads their mail regularly.

3. Suitable for mass mailing

Automated direct mail eliminates the consistent expense of time and resources, making it suitable for mass mailing. You can set up the process once to automatically send direct mail to the masses and just monitor the process as it is being executed on its own.

You can grow your outreach and membership using marketing automation. Automation is a valuable tool for helping businesses approach prospects at the right time in their buying cycle. You can easily manage data and generate detailed profiles for target audiences.

5. Re-engage users

Direct mail automation allows you to re-engage your inactive customers. You can email your users a pleasant greeting to let them know you miss them if they haven't connected with you in a while. Their inactivity can activate the direct mail piece when you decide on a suitable moment. You can set up inactivity for a specific number of days as the trigger.

Types of automated direct mail

Businesses rely on various forms of direct mail to fulfill different communication needs. Some pieces aim to drive sales, while others support operational requirements. Let’s take a closer look at the types of automated direct mail that you might get to see in the real world.

1. Letters

Letters are versatile and commonly used for both promotional and operational purposes. They can be personalized and sent with or without envelopes, offering a professional and personal touch to your messaging.

2. Brochures

Brochures are ideal for promotional and detailed content like product features or service overviews. Understanding how to make a brochure with effective foldable design allows for an organized presentation of visuals and text, making them effective for informative outreach.

3. Flyers

Flyers are perfect for quick, attention-grabbing announcements like sales, events, or limited-time offers. They’re typically single-page and visually striking, making them easy for recipients to read at a glance.

4. Postcards

Postcards are cost-effective and impactful, ideal for brief messages like special offers and appointment reminders. Their open format ensures instant visibility without needing to be opened.

5. Catalogs

Catalogs are multi-pages that showcase an extensive range of products or services, complete with detailed descriptions and imagery. They are especially useful for retail and eCommerce businesses to support product discovery and drive conversions.

6. Invoices

Automated direct mail is essential for sending invoices quickly and accurately. Timely delivery helps maintain cash flow.

7. Statements

Statements are used across sectors like banking, insurance, and healthcare to share account summaries, balances, or billing information. They are also valuable for reinforcing brand consistency and compliance.

8. Dimensional mailers

Dimensional mailers include boxed items or branded gifts and are often used for high-value campaigns or customer re-engagement. Their tactile appeal and uniqueness drive higher open and response rates.

Features to look for in a direct mail automation platform

Automated direct mail platforms have various features designed to simplify and speed up the process of sending personalized mail at scale. Below are the core features you can expect or should look for when choosing the right platform for yourself:

1. Scalability

A good platform should allow you to scale your efforts effortlessly. Whether you're sending a few letters or thousands of postcards, the system should be able to handle campaigns of any size. Make sure the platform can manage large volumes of emails, add unlimited contacts, and adjust campaigns as your business grows—all without compromising accuracy.

2. Advanced campaign analytics

You should look for a platform that offers robust analytics dashboards to track performance in real-time. It should let you measure key metrics like campaign summary, delivery speed, and QR code engagement. These insights are essential for optimizing future campaigns and justifying your marketing expenditure.

3. CRM and software integration

The platform should integrate seamlessly with your CRM and accounting systems. This feature makes it easier to import customer data, automate mail triggers based on user actions, and personalize communications without manual input. Make sure it streamlines workflows and minimizes the time spent managing contacts.

4. Ready-to-use templates

Look for a solution that provides editable marketing templates for different types of mails. It should also allow you to easily create new templates for your mails.You should be able to customize these templates to match your brand identity while maintaining consistency across campaigns. Whether you're running a promotion or sending a thank-you note, templates should help save time and ensure quality.

5. Personalization with variable data printing

The platform should offer variable data printing capabilities to allow dynamic changes to text, images, or other design elements based on individual recipient data—all within the same print run. This feature enables you to create highly targeted messaging with minimal extra effort.

6. Real-time tracking

Make sure the platform provides end-to-end tracking so you can monitor every piece of mail from dispatch to delivery. Additionally, the platform should store records digitally for easy referencing and troubleshooting.

7. Integrated verification of addresses

Addresses that are incomplete, wrong, or improperly formatted can be inconvenient for you and your consumers. Look for software that scrubs your addresses against USPS address databases, removes bad addresses, and intelligently routes your mail through a nationwide network of high-speed print & mail partners.

8. Simple installation and use

Make sure the software is user-friendly and easy to set up. While integrating an API will require some effort due to differences between print shops, it shouldn’t be a complicated process.

How is direct mail used in different industries

Automated direct mail isn’t limited to a single industry; it’s a versatile solution that supports both marketing and operational needs across multiple sectors. Here’s a table showing the kinds of direct mail various industries send:

Industry	Types of direct mail sent
Healthcare	Bills, medical statements, lab reports, appointment reminders
Financial services	Account statements, policy updates, promotional offers
Nonprofits	Donation appeals, thank-you letters, event invites
Marketing and PR agencies	Campaign flyers, promotional brochures, event invites
Education (schools and universities)	Admission brochures, alumni donation appeals
Retail and hospitality	Loyalty offers, event promotions, seasonal catalogs
Real estate	Property listings brochures, market reports, open house invites

How to launch automated direct mail campaigns

When executed properly, automated direct mail campaigns can enhance your marketing efforts by boosting engagement and delivering more professional, targeted communications. Here’s a step-by-step guide to getting started:

1. Clarify the goals of your campaign

Start by identifying what you want to achieve. Look for areas where your current cross-channel marketing strategies may be falling short. Direct mail automation can fill these gaps effectively. For instance, if your email campaigns are underperforming or not getting responses, sending a personalized piece of direct mail could help you reconnect with your audience.

2. Collect and validate customer address data

Gather customer or prospect addresses and verify them to ensure deliverability. Invalid or outdated information can result in undelivered mail and wasted resources. Make sure to clean and verify your address list before launching your campaign to ensure successful delivery and avoid unnecessary costs.

3. Choose the right mail automation platform

Select a direct mail automation platform that aligns with your business needs. Look for features like print management, delivery tracking, and seamless integration with your existing systems that fit your budget.

4. Set up campaign triggers

With the platform in place, define the specific actions or events to initiate a direct mail send. These could include things like a customer abandoning a shopping cart, signing up for a newsletter, or reaching a milestone in your CRM. Setting these triggers ensures your mailings are timely, relevant, and more likely to drive results.

5. Design engaging mail pieces

Once your triggers are defined, take time to craft visually appealing and message-driven mail pieces. Consider the format (postcard, letter, brochure, etc.) and ensure your branding and personalization are clear and consistent. Well-designed mail increases open and response rates.

6. Monitor results

Review campaign performance regularly. Use metrics to assess impact. Based on the findings, iterate and improve your workflows, targeting, and messaging strategies.

5 Best direct mail automation software

We tested the 5 best direct mail automation software, so you don't have to.

1. Postalytics

Because Postalytics is synchronized to your CRM, it'll update you on the delivery and response status of each item you send. Additionally, they cross-check all of your addresses against USPS databases before mailing them to your list.

Features: Automated direct mail, mailing lists, analytics, response tracking

Pros: Keeps track of how well mailings are performing

Cons: Lack of personalization and customization

2. PostGrid

PostGrid is a full-stack direct mail automation platform that handles everything from printing and mailing to address verification and compliance. Built for scalability, reliability, and speed, it simplifies direct mail workflows for businesses of all sizes.

Features: End-to-end automation, address verification, CRM/ERP integrations, real-time tracking, compliance management

Pros: Highly automated, accurate, and compliant with HIPAA, GDPR, and SOC-2

Cons: May require technical setup for full API integration

3. Lob

Lob allows you to create and handle your direct mail initiatives in the same manner that you would an email or other digital marketing campaign.

Features: Automated triggers, print delivery network, dashboard and analytics, easy API integration

Pros: API that is straightforward to use; developer documentation is excellent

Cons: Setting up and delivering mail takes longer

4. SaaSMQL

SaaSMQL integrates with your existing incoming and outbound funnels to send the appropriate individual the correct message at the right time. Their marketing funnel integrates direct mail into a consistent workflow.

Features: Direct mail campaign, ABM analytics, demand generation

Pros: Excellent customer service and support

Cons: Works largely with SaaS startups that have received venture capital funding

5. Postable

Postable allows you to send custom-designed cards with handwriting typeface. You may choose one of their hundreds of templates or create your own.

Features: Card printing, customized cards, automated letters

Pros: Website is simple to navigate; 100% recycled cards

Cons: On the more expensive side

6. Cactus Mailing

Cactus Mailing provides 'smart marketing' by coordinating direct mail efforts with other marketing, like Google display and landing sites, to optimize direct mail campaigns.

Features: Direct mail brochures and postcards, targeted mailing lists, call tracking

Pros: Has a lot of extra features, such as mailing lists and tracking choices

Cons: Only specializes in brochures and postcards

Best practices for optimizing direct mail automation

Here are the strategies to help you build an effective direct mail campaign.

• Set clear goals and KPIs: Define exactly what you want your campaign to achieve (e.g., lead generation, customer retention) and track specific performance indicators.

• Segment your audience: Group your mailing list based on customer behavior, demographics, or past purchases to send more targeted and relevant messages.

• Test and optimize campaigns: Run A/B tests on formats, designs, offers, and copy to see what resonates best, then fine-tune your future campaigns accordingly.

• Ensure high-quality design and print: Professional, attractive designs with clear messaging make your mail stand out and drive better engagement.

• Optimize frequency: Send your mail when your audience is most likely to respond, and avoid overwhelming them with too many messages.

• Focus on data accuracy: Regularly clean and verify your mailing lists to avoid sending them to wrong or outdated addresses, which saves money and improves deliverability.

Wrap up

While direct mail is beneficial throughout the client lifecycle, it's a good idea to combine it with digital channels to create extra points of contact. We can help you expand your user base and boost engagement by integrating direct mail automation with effective email marketing campaigns to get actionable results.