Slide into DM: Why You Should Rethink Direct Mail for Smarter Automation

By Katie Hilton, Marketing Manager at Force24
And by DM, we’re not talking about Direct Messages.
We’ve teamed up with ZAP~POST and Precision Proco to show you how pairing Direct Mail with marketing automation can transform your strategy and deliver more personal, impactful results.
When you hear “marketing automation,” your mind probably goes straight to email campaigns, social ads, or maybe even SMS. But there’s another channel that’s quietly making a big difference—Direct Mail. Yes, we’re talking about real, physical mail sent straight to your customer’s door. It’s time to rethink Direct Mail’s place in your strategy. Slide into DM—Direct Mail, that is—because when combined with automation, it creates a unique, powerful way to engage your audience and complement your digital efforts rather than competing with them.
Direct Mail isn’t here to replace email or other digital touchpoints. It’s about adding a new layer to your multichannel strategy that enhances the work you’re already doing. Let’s take a look at why Direct Mail deserves a place in your automation toolkit.
Why Direct Mail Matters: Adding the Human Touch to Automation
Everyone’s inbox is packed. Hundreds of emails battle for attention every day, and many go unopened. While email remains one of the most effective channels with an impressive ROI, combining it with a physical touchpoint like Direct Mail is a smart way to cut through the noise. Direct Mail offers a quiet, personal space in a crowded digital world, making your message truly stand out. In fact, 75% of people say receiving mail makes them feel special (Royal Mail MarketReach). There’s something about getting physical mail that creates an emotional connection, which is sometimes missing from digital channels.
But let’s be clear—this isn’t about sending generic brochures or uninspired letters. The real strength of Direct Mail lies in its ability to work seamlessly with automation. When Direct Mail becomes part of your multichannel mix—automated, personalised, and tied into a broader customer journey—you unlock new possibilities for connecting with your audience.
Direct Mail and Digital: The Perfect Match
It’s easy to focus on digital marketing and forget how effective something tangible can be. Yet Direct Mail’s response rates can be up to 37% higher than email (MarketingProfs), and when combined with digital campaigns, it can be up to 10x more effective (DMA). Why? Because it breaks through the noise and gives people something real.
But this isn’t about pitting Direct Mail against digital—it’s about how all your channels work together. Email, SMS, and social ads all have their place. The magic happens when you combine them, using each to hit different points in the customer journey. Direct Mail, when integrated with digital efforts, becomes an unexpected, personal touchpoint that reinforces your message.
Direct Mail is also seen as more trustworthy. 60% of people say they trust marketing messages received in the post, compared to only 24% for digital ads (Epsilon). That’s a huge opportunity to build credibility in your marketing.
Personalisation: Making Direct Mail Work in 2024
Where Direct Mail really stands out is in personalisation. With today’s automation tools, you can segment your audience and trigger highly targeted mailings based on customer behaviour. Gone are the days of blanket mailings—now, you can send personalised messages that feel as relevant as any email or SMS.
For example, if a client attends a product demo but doesn’t respond to your follow-up emails, why not send a beautifully designed, personalised Direct Mail piece with a relevant case study or offer? This adds a human touch that’s hard for digital channels to match on their own.
By using customer data and insights, you can ensure that your Direct Mail feels just as personal as a tailored email. And when you combine it with digital, the results can be even more powerful.
The Benefits of Direct Mail in a Multichannel Strategy
Direct Mail shines when it’s part of a broader multichannel approach. When you combine physical mail with your digital channels, you increase your chances of getting noticed and driving engagement. In fact, brands that use Direct Mail alongside digital see engagement rates increase by up to 63% (InfoTrends).
Here’s what makes Direct Mail a great addition to your automation strategy:
It’s Tangible: Unlike digital messages, Direct Mail is something physical that customers can hold onto. It often sticks around longer and can get passed between decision-makers.
Personalisation at Scale: With automation, you can personalise every Direct Mail piece based on customer behaviour, preferences, and key milestones.
Higher Response Rates: As mentioned earlier, Direct Mail can generate up to 10x the response rates of digital-only campaigns (DMA).
It Complements Digital: Direct Mail doesn’t work in isolation. It’s most effective when used as part of a broader strategy, whether as a follow-up to an email, a lead-in to a phone call, or a standalone touchpoint.
Real-World Use Cases
So, how does this work in practice? Here are some ways Direct Mail can fit into your B2B marketing automation strategy:
Post-Meeting Follow-Up: If a prospect attends a demo but hasn’t engaged with follow-up emails, send a personalised Direct Mail piece highlighting key insights and next steps.
Client Re-Engagement: For clients who’ve been quiet for a while, create a re-engagement campaign that combines email with a physical letter or postcard to show you value their relationship.
Browse Abandonment: If someone’s been browsing your site but hasn’t taken the next step, follow up with a Direct Mail piece featuring relevant case studies or an exclusive offer.
How Force24, ZAP~POST, and Precision Proco Make Direct Mail Easy
At Force24, we’ve partnered with ZAP~POST and Precision Proco to bring Direct Mail into the heart of modern marketing automation. Our platform makes it easy to automate Direct Mail in the same way you would an email or SMS campaign. You can track customer behaviours, set triggers, and deliver personalised mail at the perfect moment—seamlessly fitting into your multichannel strategy.
Because it’s fully integrated with your digital channels, your customers will experience a smooth, cohesive journey across all touchpoints, whether it’s email, SMS, social media, or Direct Mail. Together with ZAP~POST and Precision Proco, we’re helping marketers strengthen relationships and drive better results.
Ready to Slide into DM?
Direct Mail isn’t about replacing your digital channels—it’s about multichannel marketing at its best. Adding Direct Mail to your automation strategy creates a personal, memorable touchpoint that complements your digital campaigns, boosts engagement, and drives response rates.
Whether you’re re-engaging customers or nurturing leads, Direct Mail strengthens your overall strategy. At Force24, we’re working with ZAP~POST and Precision Proco to help you create smarter, more effective campaigns that leave a lasting impact. If you’d like to see how Direct Mail can fit into your Marketing Automation strategy, book a demo and we’ll show you around.
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