Programmatic Direct Mail Marketing for e-commerce (Software, Tools & Resources)

Programmatic Direct Mail Marketing for e-commerce (Software, Tools & Resources)

Your email campaigns aren’t having the impact that they used to? Struggling with low open and click-through rates?

You might want to bring in programmatic direct mail marketing, your best shot at truly connecting with your target audience and driving conversions.

Programmatic direct mail marketing is a data-driven approach to reaching customers and prospects through physical mail. It reinvents traditional direct mail marketingl campaigns in a new, much more advanced way.

Programmatic direct mail marketing helps e-commerce businesses create individually personalized, targeted mail campaigns Using customer data and technology. These campaigns are more likely to be noticed and acted upon than traditional direct mail.

In this article, I’ll delve into three of the best programmatic direct mail marketing tools. I’ll discuss their features, pros, cons, user reviews, etc., to help you determine the best fit for your e-commerce business.

And that’s not all. I’ll also share some expert tips and best practices for optimizing direct mail campaigns for e-commerce success, from personalizing your messaging to segmenting your audience and measuring your success.

By the end of this article, you’ll have a clear understanding of programmatic direct mail marketing and have the tools and knowledge to implement successful direct mail campaigns. So, keep reading to unlock the power of programmatic direct mail marketing!

But first, full transparency: I may receive commissions if you click on some of the links in this article, but it won’t cost you a thing! Also, the companies do not pay me to write these reviews. I test the products and services myself, and I support them regardless.

Table of Content

Programmatic Direct Mail Marketing: An Overview

Programmatic direct mail marketing is a data-driven approach to reaching customers through physical mail. With this strategy, e-commerce businesses create personalized and targeted mail campaigns using customer data and technology. This method is more efficient than traditional direct mail, thanks to automation that streamlines the process.

The approach is designed to make it easier for e-commerce businesses to send out physical mail pieces tailored to individual customers. It builds upon the stages where traditional direct mail failed. 

Programmatic direct mail marketing uses customer data and technology to automate the process, making it more efficient, cost-effective, and personal. Through automation, businesses can save time and money while delivering a top-notch personalized message to their audience. 

Moreover, programmatic direct mail marketing combines the power of data, technology, and the magic of physical direct mail. As a result, it can be a valuable addition to an e-commerce business’s marketing strategy.

Best Programmatic Direct Mail Marketing Software Tool #1: PostPilot 

Programmatic Direct Mail Marketing Software: PostPilot

PostPilot is a revolutionary programmatic direct mail marketing tool that empowers brands to create and send highly personalized and automated campaigns. It natively integrates with your ecommerce platform like Shopify and is excellent for brands looking to acquire new customers, boost loyalty, or re-engage inactive customers. 

With PostPilot, businesses can easily create customized postcards, letters, mini-catalogs, and “handwritten” cards thanks to their proprietary robots. These are specifically tailored to the customer’s interests and behavior. So it helps businesses stand out and makes building lasting customer relationships easier.

PostPilot also can create lookalike audiences using first party data, allowing businesses to target new customers with similar interests and behavior as their existing customers. This feature can help businesses expand their customer base and increase conversions.

Even though PostPilot has no minimum requirements, they usually recommend starting with at least 1000 cards to get enough daata. 

As a result, PostPilot is an ideal marketing tool for businesses with a larger budget, usually with $1 million plus in revenue. Its advanced features and capabilities are designed to cater to the needs of larger businesses, enabling them to create highly personalized and targeted campaigns that drive results.

Here’s my in-depth PostPilot review!

Three Unique Features

Let’s go over three of the most valuable and unique features of PostPilot. 

Customer Segmentation 

One of the most impressive features of PostPilot is its customer segmentation capabilities. Create highly personalized and targeted campaigns based on customer behavior that resonate with their target audience. You an even utilize segments created in Klaviyo or other apps.

PostPilot takes segmentation further by allowing businesses to create “lookalike” audiences . This means businesses can expand their reach by targeting individuals who share similar characteristics with their existing customers, increasing the likelihood of conversion.

Through this level of customization and targeting, businesses can create direct mail campaigns that truly resonate with their audience. 

No Minimum Requirement 

Unlike other direct mail marketing services that require a large minimum number of mail pieces, PostPilot has no minimum requirement. Whether you want to send 1 or 10,000 mail pieces, PostPilot has your back!

PostPilot not only sends these mail pieces but can also automate the whole process. From customer segmentation to design to sending the mail pieces out, PostPilot puts its best practices to use and gives a remarkable experience.

Personalization & “Handwritten” Cards

PostPilot’s personalization capabilities set it apart from other direct mail marketing services. With it, businesses can create highly customized postcards, letters, and flyers that cater to each recipient’s interests and behavior.

Programmatic Direct Mail Marketing Software: PostPilot

PostPilot’s also offerse “handwritten” cards using the platform’s proprietary robots using real pens and ink. This unique touch is incredibly engaging and memorable for recipients.


  • It offers a high level of personalization
  • Robust segmentation capabilities
  • PostPilot’s “handwritten” cards provide a unique touch 
  • The platform is user-friendly and integrates easily with existing ecommerce platforms and tools.
  • Detailed analytics and reporting tools
  • Eco-friendly postcards 
  • No minimum. You can send anywhere from one to a million or more cards
  • Cost-effective compared to traditional direct mail marketing methods
  • A dedicated support team and done-for-you service that can assist with campaign creation, design and optimization
  • In-house production for superior quality, speed and pricing.


  • May not be suitable for smaller businesses with a limited budget, as the costs associated with direct mail campaigns can add up quickly when you’re growing

What Others Are Saying 

PostPilot users rave about the platform’s personalization features, which have helped them create more targeted and effective marketing campaigns by tailoring messages to their audience’s interests and behaviors.

Programmatic Direct Mail Marketing Software: PostPilot

Reviewers and users have also praised PostPilot’s automation capabilities, which have helped them save time and increase their marketing efficiency. With automation features like list segmentation and detailed reporting, businesses can focus on other essential aspects of their operations while PostPilot handles the heavy lifting. 

Even Obvi CEO Ron Shah and co-founder Ash Melwani have been all praises since they picked up PostPilot. 

Programmatic Direct Mail Marketing Software: PostPilot

If you want to learn more about how Obvi paired up with PostPilot on its way to success, check out the fantastic case study on PostPilot’s website!

Programmatic Direct Mail Marketing Software: PostPilot

PostPilot’s features, such as no minimum order requirement, personalization capabilities, and automation features, are particularly beneficial for businesses with over $1M in revenue looking to enhance their direct mail marketing strategy.


PostPilot’s pricing plans begin with their Starter plan. You’ll have access to their self-service platform with no monthly fee, but you’ll have to pay $0.89 per 4×6” postcard or $2.99 per handwritten card.

Next up is the Growth plan. The Growth plan starts at $199 per month, and the cards start from $0.69 each.

After that comes PostPilot’s Pro plan, which costs $499 monthly, and the cards start from $0.49 each. This plan is perfect for medium to big-sized brands.

But that’s not all. You get two months free when you pay annually on any of these two plans!

PostPilot’s Custom plan is set for 8-9 figure e-commerce brands and DTC businesses. If you feel like your business needs this plan, you’ll have to contact PostPilot for them to capture your most optimal solution. I wrote a detailed review about Postpilot here.

Best Programmatic Direct Mail Marketing Software Tool #2: PebblePost

PebblePost is a marketing technology company that offers Programmatic Direct Mail, an approach that combines the power of online data with the personal touch of direct mail. With PebblePost, digital marketers can retarget website visitors with personalized direct mail campaigns based on their behavior and interests. 

While PebblePost offers innovative features and benefits for marketers, there may be better fits for businesses with limited marketing budgets due to the high cost of entry. 

Three Unique Features

Here are three of PebblePost’s most unique features. 

Real-time Personalization 

PebblePost offers the ability to use real-time online data to create personalized direct mail campaigns. This means marketers can tailor their messages to each consumer’s interests and behavior, resulting in higher engagement and better conversion rates.

Multi-channel Integrations

Multi-channel integration is a crucial feature of PebblePost that allows businesses to create a cohesive marketing strategy across all channels. 

With its integration capabilities, PebblePost can connect with various marketing platforms, including Google Analytics, Adobe Analytics, and Salesforce. 

Advanced Analytics 

Another special feature of PebblePost is that it offers advanced reporting and analytics tools to track the success of a company’s campaigns in real-time. This includes metrics such as response rates, conversion rates, and return on investment (ROI), which you can use to optimize future campaigns for even better results. 


  • Real-time personalization 
  • Multi-channel integration
  • Audience segmentation capabilities 
  • Customizable audience selection 
  • Focus on sustainability 


  • High cost of entry
  • Limited visibility into delivery, customization, and scalability

What Others Are Saying 

Users and reviewers generally have positive things to say about PebblePost. They’ve praised the platform’s ability to create personalized and engaging direct mail campaigns that stand out. 

Some users have raised concerns about the cost of entry and the limited visibility into delivery and customization. Overall, PebblePost has garnered positive reviews for its innovative programmatic direct mail marketing approach.


PebblePost does not actively provide its pricing information, but talking to a few experts will get you to the point that they require an initial $50,000 investment. This pricing strategy puts PebblePost out of many businesses’ reach. 

But to get the exact pricing, you must contact them yourself. 

Best Programmatic Direct Mail Marketing Software Tool #3: Lob

Lob is a company that provides an API for programmatic direct mail, meaning businesses can use Lob’s API to send physical mail, such as postcards, letters, and checks, directly from their applications. Businesses can also use Lob to automate their direct mail campaigns, customize and personalize their mailers, and track their mail status in real time.

Lob’s programmatic direct mail solution is an efficient way for businesses to send personalized, physical mail to their customers. Leveraging Lob’s API, businesses can save time and resources while providing a more engaging and effective way to communicate with their audience.

Three Unique Features

Let’s go over three of its most unique features.


Lob’s programmatic direct mail solution lets businesses personalize their mailers based on customer data, such as name, location, and purchase history. This helps companies to create more engaging and effective mailers, leading to higher response rates and conversions and a 15% decrease in wasted mail.

End-to-end Direct Mail Process 

Lob offers an end-to-end direct mail solution that handles the entire mailing process, from creating and sending mailers to printing and mailing them through its network of print partners across the US. 

Businesses can avoid the complexities of direct mail fulfillment and logistics, as Lob handles all these tasks. Lob also provides intelligent barcodes that enable real-time tracking of each mail piece, and businesses receive delivery notifications throughout the entire process.

Insights and Analytics

Lob’s programmatic direct mail solution provides businesses with valuable insights and analytics about their direct mail campaigns. These insights include data on delivery rates, response rates, and conversions, helping businesses measure the effectiveness of their campaigns and make data-driven decisions for future campaigns.   


  • Offers an end-to-end direct mail solution
  • Provides APIs for easy integration with existing applications
  • Offers personalization and customization options
  • Handles logistics and complexities of direct mail fulfillment


  • Limited international coverage
  • Prices can be too high for complex mailings 

What Others Are Saying 

Users and reviewers generally have positive feedback about Lob’s programmatic direct mail solution. Many appreciate its ease of use, convenience, and personalization options. 

However, some have noted limited customization options for certain mail types and higher prices for complex campaigns. Additionally, while Lob’s features are helpful, some users have reported difficulty with the API documentation. 


Lob comes with a free developer plan and three pricing plans. The developer plan allows up to 500 monthly mailings with one user access.

The Small Business plan costs $260 monthly, allowing three users access and up to 3,000 monthly mailings for $.53 each.

The Growth plan costs $550 per month, allowing up to 5 users access and 6,000 monthly mailings for $.51 each.

But if you’re looking for something large-scale, go for their Enterprise plan. 

Best Practices & Tips for Direct Mail Marketing 

If you want to improve your direct mail marketing strategy, I’ve assembled a few best practices and tips you need to remember. 

One of the most important factors to consider is the target audience. It’s essential to understand the interests and behavior of your target audience to create effective campaigns. This is where customer segmentation capabilities such as PostPilot’s come into play.

Another critical aspect of direct mail marketing is timing. Sending your postcards at the right time can significantly impact your campaign’s success. Planning and aligning your mailings with important dates and events relevant to your audience is essential.

When analyzing the effectiveness of your direct mail campaigns, analytics plays a huge role. However,  it’s important to note that you need to send more than 500 postcards for the analytics to kick in and work optimally truly. And this becomes very simple with PostPilot, as their team will tell you if your campaign is optimal for direct mail. 

Finally, always prioritize the quality of your content over the number of your mailings. Ensure your messaging is clear, concise, and personalized to resonate with your audience.

Here are two great sources to learn more about programmatic direct mail marketing. One is PostPilot’s direct mail academy, and the second is Scout’s marketing blogs.

Final Verdict

Programmatic direct mail marketing can be an effective tool for e-commerce businesses looking to reach their target audience in a tangible and personal way. While several software tools are available, even amazing ones such as PebblePost and Lob, each with unique features and capabilities, PostPilot stands out among them.

PostPilot’s no minimum order requirement, customer segmentation, personalization capabilities, and superior analytics make it a top choice for e-commerce businesses looking to improve their direct mail marketing efforts. Its ability to create highly targeted and personalized campaigns and its innovative automation features set it apart from its competitors.

If you’re an e-commerce business looking to take your direct mail marketing strategy to the next level, consider trying PostPilot and seeing the results yourself.

Full Disclosure: If you click on some of the links in this article and purchase a paid plan, I may receive affiliate commissions (at no cost to you!). Regardless, the products and services I review are some of the best I’ve tried, and I support them personally. Head over to my privacy policy & affiliate disclosure to know more.

P.S. Check out my podcast (with 78 episodes and more on the way!) if you’re interested in actionable growth marketing and hearing from actual marketers about how they’re taking their businesses forward.



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