March 6, 2018 | Author: Travis Seaton
While ecommerce continues to grow and innovate, we have seen many pure-play digital programs start to reach maturity, which may not coincide with the growth requirements that investors and leaders expect. The next marketing dollar spent is not yielding the same return and takes twice as much expenditure to get the same overall result. Many ecommerce-reliant companies are beginning to hit the proverbial wall and are forced to look to other tactics for growth. This is where postal programs can potentially reinvigorate sales growth and drive incremental demand.
This law of diminishing returns is one of the main reasons that some companies are suffering, as a result of creative redistribution of marketing dollars between programs and expecting the same return. This issue is for another day and another blog discussion, however.
As companies approach that digital marketing saturation and find that they can no longer support the diminishing ROAS on increased spend, many have taken the leap into postal marketing to help contribute to the now expected exponential company growth. The reason that postal marketing is a viable marketing option, is that it is one of the very few “pusher” options whereas most digital programs are “catchers.” Read the article below by a former esteemed colleague of mine, Lorelle Carpenter, who wrote about this interesting subject. www.cohereone.com/blog/blog-detail/drivers-and-catchers-as-different-as-apples-and-oranges-141
The beauty of postal marketing is that it offers the opportunity to increase engagement in your active files, re-engage lapsed customers, and opens up a new prospecting universe that previously may not have been identifiable. Through tried and true tactics, CohereOne is able to identify audiences that would have the highest probability to respond to postal contacts, therein increasing corporate demand and profits.
You may have read up to this point and are thinking to yourself, “bah humbug” or “postal? we don’t need no stinkin’ postal.” Since your company is different or your customer is different and it is just a big waste of time and money. This may or may not be true, but here are some real life examples of companies we have helped launch postal programs this past year with tremendous success and many within their organization had the same reluctant opinion.
Case Study #2
Case Study #3
Case Study #4
It is clear from the above case studies, that including a postal strategy has a very good chance of being successful when conducted correctly and can help companies start to avoid the diminishing returns in many digital marketing channels. I cannot stress enough the need to manage the launch carefully, as postal marketing is an expensive endeavor. When done efficiently and by applying best practices, it can be a very lucrative marketing option. CohereOne is exceptionally suited to help guide companies through this process to skew the odds of success.
If you have questions or would like to talk in more detail about postal strategies, contact me at TSeaton@cohereone.com.
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