E103: Talking the Marriage of Digital & Direct Mail Marketing Automation w/ Dennis Kelly, Postalytics
REVOLUTIONIZING DIRECT MAIL: THE INTEGRATION OF TRADITIONAL MARKETING AND MODERN TECHNOLOGY
In the dynamic world of digital marketing, direct mail, often seen as an outdated method, is making a significant comeback. This resurgence is fueled by innovative companies like Postalytics, which have transformed traditional mail into a powerful, integrated digital marketing channel. This new approach is not only revitalizing direct mail but also creating more comprehensive and impactful marketing strategies.
THE BIRTH AND EVOLUTION OF POSTALYTICS
Postalytics emerged from its predecessor, Boingnet, with a clear vision: to disrupt the traditional direct mail industry by merging it with modern digital marketing strategies. Dennis Kelly, CEO of Postalytics and his co-founder & CTO Alec Graziano have over eight years of experience crafting this innovative marketing tool. Their platform is designed to address critical pain points associated with conventional direct mail – slow production times, lack of integration with digital channels and difficult measurement of effectiveness.
BRIDGING THE GAP BETWEEN DIGITAL AND PHYSICAL MARKETING
One of the primary innovations of Postalytics is its ability to seamlessly integrate direct mail with existing digital marketing workflows, such as those used in CRM and email marketing platforms like HubSpot and Salesforce. This integration allows marketers to automate and personalize direct mail, making it as easy to use as digital channels. For instance, a company can automatically send a personalized postcard as part of an email marketing sequence, enhancing the customer experience and engagement.
THE UNIQUE PLATFORM FEATURES
Postalytics utilizes a SaaS platform, offering unique features such as HTML direct mail templates and real-time tracking of mail delivery through intelligent barcodes. This technology provides marketers with detailed analytics, much like those used in email marketing, to measure the engagement and effectiveness of each mailed piece.
EXPANDING THE USE CASES OF DIRECT MAIL
With the capability to be deeply integrated into digital marketing strategies, direct mail can now be utilized beyond traditional lead generation. Marketers are using Postalytics to enhance customer retention and engagement through personalized and timely physical mail, like thank you notes after a purchase or re-engagement postcards for customers who have stopped responding to emails.
INNOVATIVE APPROACHES TO MARKET RE-ENGAGEMENT
For example, an eCommerce company specializing in fitness equipment effectively used Postalytics to re-engage past customers who had not responded to emails by sending targeted offers through oversized postcards. This strategy led to a significant increase in ROI, demonstrating the untapped potential of integrating direct mail in multi-channel marketing campaigns.
THE FUTURE OF POSTALYTICS AND DIRECT MAIL MARKETING
As Postalytics continues to evolve, its founders aim to expand into new markets, including Canada and the UK, making their advanced direct mail solutions available internationally. This expansion is driven by the platform's ability to adapt to the different postal systems and regulations seamlessly, potentially revolutionsing marketing strategies across the globe.
CONCLUSION
Postalytics is redefining the landscape of direct mail by transforming it into a powerful, integrated component of modern digital marketing strategies. This innovative approach not only enhances the effectiveness of direct mail but also offers marketers a more diverse set of tools to engage with their audience. As the platform continues to grow and expand into new markets, it promises to be a game-changer in the way companies communicate with their customers, making every mail piece count in the digital age.
To learn more, check out the related THE ECOMMERCE EDGE Podcast episode below: