It should come as no surprise to those familiar with the inner workings of modern hi-tech Direct Mail marketing (DM) that tools created in what is now called Artificial Intelligence (AI) have been the calling card of businesses such as ours for quite some time now.
It just happened to be more often called “machine learning” than AI and it was used to leverage data to increase the response rate of mailings.
Here’s what we’re talking about:
Do you personalize your direct-mailed offers? (If not, why not?) The software used to select names according to your preferences for any particular piece of mail, and then place that name and address where it needs to go on the final printed product, is a powerful precursor to the AI of today. It may even have inspired many of the advancements we now see being created on a near-daily basis.
Do you specify the type of audience you want for your Direct Mail? (If not, why not?) List management is a function of identifying potential customers by their interests as expressed in their online shopping and browsing histories. The software used by list brokers such as the ones we use for our clients is also a type of AI at work in the marketplace.
And we’re not alone in this. The United States Postal Service (USPS) uses AI to help assure on-time mail delivery to the proper addresses throughout the nation! That includes business mailings such as our clients’ DM.
The ironic thing about all this is that so many marketers these days see Direct Mail as a tired old medium that can easily be dispensed with. Nothing could be further from the truth. DM has always been a technologically advanced pursuit that truly delivers results for our clients.
If you’ve been doing without, this is a perfect time to get on board. Just tell your co-workers you’re using AI in your marketing and you should get all the support you need.
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