Director of Demand Generation
Direct mail and in-person advertising are some of the oldest and most effective marketing strategies in the book. Flyers, magazines, and various inserts have been showing up on doorsteps for decades as a way to increase brand awareness, engage with prospects, and drive sales. The open rate of direct mail is commonly between 80-100% while email lags around 20-30%.
Historically, deriving attribution from a direct mail piece has been virtually impossible. A lot of assumptions had to come into play. Not to mention, integrating the offline channel into a digital ABM approach using automation has been nonexistent.
Marketers who succeed in 2022 and beyond will have to grow out of their digital nutshell to scale memorable experiences at the top of the sales funnel.
At Postal, we recently ran a postcard campaign with the goal of driving leads and meetings from direct mail pieces by using a QR code to track attribution. Not only were we able to measure results, but found this campaign to be extremely cost-effective, with less than $100 per lead. In comparison to digital tactics such as paid search and display, this is far cheaper. We now plan to send these postcards on a quarterly basis to compliment our digital paid advertising strategy.
Using Offline Marketing Automation, it’s never been easier to integrate the combination of online and in-person touchpoints to stay top of mind with leads.
This play had several key parts:
The results, frankly, blew us away. We spent a total of $2,700 on the campaign, including postcards and aloe plants. This resulted in:
The campaign achieved a 17.5x ROI and a $108 cost per lead.
As a demand generation leader in a constantly changing economic climate, ensuring I’m putting my program dollars to good use is always top of mind. This campaign proves that I can spend my dollars in the offline channel and get an extremely positive return. This will help inform my tactical mix as we head into the back half of the year.
If I could change anything in the campaign, I would have tried to take even more of an omnichannel approach and targeted these same contacts with display ads to ensure they were surrounded by both online and offline touches before the SDRs reached out. I believe this would have increased the lift on the number of meetings booked in the SDR followup phase of the campaign.
Before investing in your next offline campaign, be sure to plug your plan into our ROI calculator to ensure you’re maximizing your marketing dollars.