In today's episode, we have a special guest, Dennis Kelly, the CEO of Postalytics, a platform that is disrupting the direct mail industry. Get ready to dive into the challenges and opportunities of this $40 billion industry and discover how automation and technology are reshaping the way we approach direct mail marketing.
Key Concepts and Highlights:
Direct Mail: A Hidden Marketing Gem:
- Direct mail is a massive and often overlooked marketing channel, with a $40 billion annual spend in the US.
Dennis shares his experience in the tech startup world and how he discovered the untapped potential of direct mail.
Learn about the decline of direct mail in the early 2000s and the rise of email marketing and digital channels.
Discover the opportunity direct mail presents in standing out in a crowded marketing landscape.
Disrupting the Buy Side with Advanced Direct Mail Marketing:
- Dennis discusses how Postalytics is revolutionizing the direct mail industry by offering advanced marketing services.
- Explore the value of personalization and advanced technologies in direct mail campaigns.
- Discover how Postalytics targets sophisticated performance marketers who want to integrate digital and direct mail channels.
- Learn about the importance of streamlining campaign processes, integrating with marketing tech stacks, and providing analytics for measuring effectiveness.
Challenges and Benefits of Direct Mail in Marketing:
- Understand the difficulties marketers face in standing out among the overwhelming number of emails received daily.
- Discover the high ROI of direct mail as a marketing channel, despite its perception as old-fashioned.
- Explore the idea of using software to streamline the process of incorporating direct mail into marketing strategies.
- Learn about the challenges of translating digital experiences into physical mail and how Postalytics addresses them.
Transitioning to a New Business Model for Commercial Printers:
- Dennis discusses the challenges of transitioning commercial printers to a new business model involving software and APIs.
- Understand the shift from a file-based and relationship-oriented approach to a streamlined and automated process.
- Learn about the technical and business aspects of this transition and the importance of finding adaptable printers.
Tracking and Personalization in Direct Mail:
- Discover how Postalytics leverages tracking systems to barcode mail pieces and measure delivery and response rates.
- Learn about their patented methods of creating personalized QR codes and URLs on postcards for tracking customer response and attribution.
- Understand the goal of bridging offline and online channels to capture actionable data in the direct mail world.
Ready to unlock the power of direct mail and revolutionize your marketing strategies?
Don't miss this insightful conversation with Dennis Kelly, CEO of Postalytics. Watch or listen to the full episode now to learn actionable insights into the challenges and opportunities of direct mail advertising and it's relationship to the full-funnel marketing mix.
Enjoy,
Tim
