How can programmatic direct mail advertising reach candidates who prefer physical mail?

In my experience as a user, I always open and read physical mail but tend to ignore the promotions tab in my Google inbox. Something is amazing about getting tangible mail that has a personalized name and address on it.

Despite the digital era's dominance, physical mail retains relevance in recruitment. It cuts through digital noise, offering a tangible and personalized touch that resonates with passive candidates or those overwhelmed by online messages. Studies suggest higher open rates and increased perceived value compared to emails, creating a lasting impression and demonstrating genuine interest in the applicant. Therefore, strategically incorporating physical mail into recruitment strategies can enhance candidate engagement and potentially attract top talent.

Programmatic direct mail, a data-driven approach, leverages online data and automation to deliver targeted physical mailings. Real-time audience insights inform personalized content creation and delivery, akin to real-time bidding for digital ad placements. This method offers increased efficiency, personalization, and measurable results compared to traditional direct mail techniques.

Programmatic direct mail advertising offers several potential advantages: 1. Enhanced Targeting: Leverages audience data for precise targeting, reaching individuals more likely to respond. 2. Personalized Communication: Tailors content and offers based on individual preferences and behaviors, increasing engagement. 3. Measurable Results: Tracks response rates and campaign performance, allowing for data-driven optimization. 4. Improved ROI: Focuses on qualified leads, potentially reducing wasted spending and boosting return on investment. 5. Complements Digital Strategies: Integrates with digital marketing efforts, offering a multi-channel approach.

Start with precise targeting, using AI to analyze data from platforms like LinkedIn to understand candidate preferences. Design mailers that are visually appealing and convey a clear, compelling message. Include a call-to-action that guides them to the next step, whether it's visiting a website or scheduling a call.

Think 360. Well-executed physical mail can be key in a campaign as it allows for great creativity. Once we were advertising a product and the benefit of this product was that it was refreshing. We sent a literally frozen sample of this product to influencers with a letter, which generated an unboxing and a lot of spontaneous media at digital. Only offline can bring some experiences and mailing can provide that.