E22: Direct Mail & Print Marketing Is Not Dead!

Hosts: Michael Hyam and Liane Caruso  
Guests: Karen Wenning, Business Development Manager, Suttle-Straus

In a digital-first world, direct mail & print marketing might seem like a relic of the past.

However, as Karen Wenning, Business Development Manager at Suttle-Straus, recently shared on the LFG podcast, direct mail is experiencing a powerful resurgence – especially when combined with modern digital marketing techniques. 

With 17 years of experience at Suttle-Straus and a background in traditional marketing, Wenning offers valuable insights into how direct mail has evolved and why it remains a crucial marketing channel.

Podcast Summary: Direct Mail & Print Marketing Strategies For Fran Dev And Consumer Campaigns

The Connected Mail Revolution

One of the most significant developments in direct mail marketing is the concept of “connected mail.” This approach combines traditional direct mail with digital touchpoints, creating a comprehensive multichannel experience. 

According to Wenning, while a traditional direct mail piece would provide just one touch point, connected mail campaigns can deliver 8-10 meaningful interactions with potential customers through:

• Pre-mail social media targeting
• USPS Informed Delivery previews
• Physical mail delivery
• Website retargeting
• Follow-up digital advertising
  

Key Considerations for Effective Direct Mail Campaigns

Wenning shared several crucial factors for successful direct mail marketing:

• Know Your Numbers: Understanding customer lifetime value is essential for calculating ROI and justifying marketing spend.
• Strategic Targeting: Different approaches work for different businesses:
  • Saturation mailings (like Every Door Direct Mail) work well for businesses targeting everyone in an area (e.g., QSRs)
  • Targeted mailings are better for specific demographics or customer profiles
• Consistent Frequency: One-time mailings rarely deliver optimal results. Quarterly campaigns often show the best results, especially for building brand awareness in new markets.
• Size Matters: Since postage costs remain the same for various standard sizes, Wenning recommends maximizing mailbox presence with larger pieces (e.g., 6.25″ x 11″ versus 5.5″ x 8.5″).
  

Modern Direct Mail Success Story

Wenning shared a compelling case study where a national campaign sending 2,500 pieces per location across multiple franchises generated over 2,000 verifiable conversions. 

With proper tracking and customer lifetime value calculations, this campaign demonstrated a potential ROI of $1.95 million based on just six months of customer retention.

Integration with Digital Marketing

A key takeaway from the discussion was the importance of integration. Wenning emphasized that direct mail should complement, not replace, digital marketing efforts. The combination of physical mail with digital touchpoints creates a more powerful marketing impact than either channel alone.

Best Practices for Modern Direct Mail

• Include QR Codes: The pandemic renewed interest in QR codes, making them an effective bridge between physical and digital experiences.
• Add Maps for Brick-and-Mortar: Include location maps to help potential customers find your business easily.
• Test Your Offers: A/B testing remains crucial for optimizing campaign performance. What businesses think will work best isn’t always what converts.
• Maintain Complete Customer Data: Collecting comprehensive customer information, including physical addresses, is crucial for campaign success and measuring results.

Looking Forward

Direct mail marketing has evolved far beyond simply dropping pieces in mailboxes and hoping for results. Today’s connected mail campaigns offer unprecedented tracking capabilities, integration with digital channels, and measurable ROI. 

For franchises and businesses looking to build brand awareness and drive conversions, modern direct mail marketing presents a powerful opportunity to stand out in an increasingly digital world.

The key to success lies in understanding your audience, maintaining consistent presence, leveraging multiple touchpoints, and integrating with digital marketing efforts. 

As Wenning puts it, “Direct mail is always a brand play” – one that, when executed properly, can deliver significant and measurable results for businesses of all sizes.

Listen to the full episode now to hear more from Karen and the LFG Podcast team!