The Strategic Mailing Partnership’s Royal Mail Wholesale Programmatic Mail incentive, launched in response to industry demand, is helping companies harness the power of Programmatic Mail as a new conversion channel.
Applications close on the 3rd of March 2023, and each accepted application will run for 12 months— make sure to apply quickly so you don’t miss out!
The scheme, which is open to all members of the industry, enables businesses to harness the highly targeted direct mail program easier than ever before, allowing physical mail and digital targeting to work together. The incentive program allows mailing houses to capitalise on Programmatic Mail for new rates.
With programmatic mail, businesses can use permissioned, first party data which can be used to send individual targeted direct mail, for example, but not limited to, non-converting web visitors within 24 hours. We’ve already seen it have success with early users, and we’re anticipating this will make the output of mailing houses so much easier and smarter than before.
After discussing the needs of mailing houses with workers in the print industry up and down the country, the SMP has worked with Royal Mail to devise this powerful new incentive scheme to benefit the industry in accessing the programmatic mail scheme.
The incentive offers two mailing routes to consolidators wanting to participate:
• Route A: For daily consolidated Programmatic Mail where the volume is below 4000 items, these items can be consolidated with business mail, and postage credits will be awarded to achieve the Advertising Mail rate.
• Route B: For daily consolidated end-brand Programmatic Mail where the volume is equal to or greater than 4000 items, these items can simply be posted using the existing Royal Mail advertising mail product codes to achieve the Advertising Mail rate.
To be eligible for the incentive, businesses must post in trays only and post a minimum of 50,000 items over the 12-month period.
A case study done on Paperplanes and JD Williams proved that using Programmatic Mail can reduce abandoned basket rates by 14%.
This exciting new incentive means more customers can benefit from using mail in a programmatic way. Under the incentive, customers can post programmatic mailings at the Advertising Mail rate even for mailings which are below the 4000 items per day contractual threshold.
For more information on Programmatic Mail and how it can benefit your business, please visit the Programmatic Direct Mail Guide on the Marketreach website. Additionally, you can find the full details and a sales presenter to use with your customers on the Royal Mail Wholesale – Programmatic Mail Incentive page.
