If I have told you about a local company that has been drawn to 239% growth since the pandemic, which channel would you suspect that you would lead? Paid ads? TIKTOK? Blood magic?
When I said “DruckMail”, you probably think that blood magic was more likely. But last year, 84% of the marketers said Direct post had the highest ROI from channel They use. 🤯
When I heard this status, I knew that I had to find an expert who could explain it. What I found was a master who not only knows direct advertising, she used her to build her own 9-digit business.
Joy Gendusa
Founder and CEO, Postcardiacia
Funny fact: Joy has an 8 -foot -hydroponic tower in her office so that you and your employees can regularly harvest a healthy lunch. (“It was such a goal that I commissioned someone to breed food on Postcardian.
Right to fame: It has founded a company that has grown to almost 400 million US dollars a year without investors or angels just because it could not find a postcard company that she liked.
Lesson 1: Primp and Preen for the post office.
“People have so much fatigue for digital advertising,” says Joy Gendusa. “Only the popups and the zillion emails. I don’t know anything about you, but I have emails in the morning.
And the statistics support them, with 73% of the desktop users online ads described as theirs Frustration number one In a recently carried out survey of the Harris survey. And almost 1 of 3 Internet users use an ad blocker.
But that doesn’t mean a complete return to the days of the pony express. Gendusa shares some tips to make mailers more modern:
- Add a QR code that sends the recipient to the same target page as your digital displays in order to create a coherent experience.
- Use a custom URL only for your mail. In this way you can track like any digital channel, which comes from your print ads.
- At the rear end you can even integrate your direct marketing service into your CRM to automate personalized pressure campaigns.
“We integrated into a number of CRMs so that a seller can make a one -time postcard without leaving her keyboard,” she says. “You just go in, enter a message and the card is pre -developed.”
This means that you can carry out looking campaigns, retargeting groups and any number of unusual gimmicks that you usually combine with digital marketing.
Lesson 2: Can the spam?
It is time for some inner reflection, marketer. This digital ad fatigue? We did that. It is therefore of crucial importance not to return to Spammy habits with their mailers.
So I asked Gendusa how marketers should think about a piece of quality.
“Your heading should immediately tell what the product or service is or what problem it solves without the person having to think at all,” she says. Clarity> cleverness.
“And the graphic should support that.” So say you are a dentist: In the heading, clean, healthy teeth could mention and you would use a picture of a bright, beautiful smile.
“You also want to have a bright, non -matching color for your CTA.” A non-matching color draws the reader’s eye in the CTA-OB you want to look or not.
“Designers hate this rule,” she laughs. “You hate it so much. But we insist on it.”
Finally, do not forget the web address or the QR code.
After our chat, Gendusa informed me that 12 tips She sends her own customers.
Lesson 3: Never shorten the marketing budget in difficult times.
Perhaps you would like to pause here and forward these e -mail to your favorite CFO.
“I shortened the marketing in 2008 during the mortgage crisis. Bad.” It took almost two years for their performance figures to return to the pre-crisis level.
During the unpredictable economic times (Ahem) it can be tempting to shorten the budget wherever you can. However, if you lower your marketing editions, cut off your funnel and reduce your new business.
“We had a few times in our story where I cut it a little on the advice of others, and I regret it every time.”
“I’m not afraid to lose money for marketing,” she adds. “When I started, I spent more for marketing than I paid myself. And I’m doing the same thing now.”
And what advice does she have for the managers or business owners who think about making a disguise?
“Come on. You are a business person. You will find out how to make money.”