Why Direct Mail Needs a Brain—Not Just a Printer

Direct mail isn’t dead. But for too long, it’s been stuck in analog workflows: slow, generic, and disconnected from your marketing tech stack.

That’s why BirdseyePost built Penny-a powerful AI engine that makes launching direct mail campaigns as easy and intelligent as sending an email.

From segmentation to timing to tracking, Penny powers smarter, faster postcard marketing.

Who (or What) Is Penny?

Penny is BirdseyePost’s proprietary AI that:

• Analyzes your customer data across platforms like Shopify, Klaviyo, or your CRM

• Identifies high-value moments to send direct mail (e.g. cart abandonment, churn risk, birthdays)

• Suggests or auto-builds campaign flows based on your goals

• Personalizes postcards dynamically for each customer

• Tracks results and suggests optimizations over time

Think of it as your always-on postcard strategist, working behind the scenes to help you convert more customers through the mailbox.

How Penny Automates Personalised Postcards at Scale

Using Penny, marketers can create individualized postcards-each with:

• Custom names, offers, and visuals

• Location-aware maps via SmartMaps™

• SnapCapture™ QR codes that track who scanned and when

• Full campaign attribution via CRM and e‑commerce platform integrations

With Penny, you don’t need a team of designers, analysts, and project managers. The AI generates, tests, and deploys campaigns that are smarter by default.

From Minutes to Mailbox: AI Campaign Launch in Record Time

Old direct mail required weeks of lead time. But Penny changes the game.

Here’s how fast it works:

1. You connect your CRM or Shopify store

2. Penny identifies top audience segments automatically

3. It suggests pre-built SmartMailer™ flows or lets you build custom triggers

4. You approve creative and drop the campaign

From idea to mailbox? Often in under 72 hours—with tracking and reporting built in.

AI That’s Not a Black Box: Visibility and Control

Unlike other AI tools, Penny doesn’t act in the dark. You retain full visibility into:

• Why certain segments were selected

• What creative elements were chosen

• How performance compares to benchmarks

• Which variables are driving conversions

That means you stay in control, while Penny does the heavy lifting.

Integrations That Make Penny Even Smarter

Penny works even better when plugged into your marketing stack. It integrates with:

• Shopify: triggers based on customer behavior or order history

• Klaviyo: syncs flows with SMS/email campaigns

• Custom CRMs: pull in audience segments or lifecycle data

• Loyalty platforms: target VIPs or re-engage point-holders

This lets Penny personalize campaigns based on real-time events-no exports or spreadsheets required.

The Results: AI-Powered Direct Mail That Performs

Early adopters of Penny report results like:

• 3x faster campaign setup

• 27% higher scan rates with SmartMailers™

• 2.4x improvement in customer reactivation

• Real-time attribution through SnapCapture™ and CRM sync

These aren’t just faster campaigns-they’re better ones.

Why Penny Is the Future of Direct Mail Marketing

AI is transforming every channel-and Penny brings those advances to the mailbox.

With Penny, brands can:

• Send personalized direct mail without lifting a finger

• Automate triggered postcard marketing just like email

• Measure and optimize campaigns with full attribution

• Eliminate manual bottlenecks and inconsistent results

It’s not just automation. It’s intelligent automation-finally available for physical mail.

FAQ / Common Questions

Q: Do I need AI experience to use Penny?

A: Not at all. Penny is built for marketers. It makes suggestions you can accept, edit, or decline—and always keeps you in the loop.

Q: Can I still design my own postcards?

A: Yes. Penny provides smart templates and suggestions, but you can use your own designs or branding whenever you prefer.

Q: How does Penny improve ROI?

A: By sending mail only to the right people at the right time, using proven triggers and personalization tactics. Penny boosts engagement and reduces waste.

What types of campaigns can Penny automate?

Cart recovery, winback flows, product launches, geo-targeted announcements, customer birthdays, VIP perks, and more. You can also create your own triggers.

Want to see Penny in action?
Let BirdseyePost show you what’s possible-Book a call today.