Direct Mail Success? $1.2 Billion Says Yes!

Filed in Marketing Ideas on August 21, 2015 by

It’s easy to be star-struck with the newest technology developments in marketing automation. These innovations are going to revolutionize our lives with Automation! More Features! More Functionality! But what about more customers? More revenue?

While it might not have the appeal of tech, direct mail has proven itself time and again as a powerful channel to grow business. A recent study proves that direct mail is more engaging for consumers than digital marketing in terms of recall, engagement time, and building desire for a product or service.

An academic study proving the efficacy of direct mail is one thing. Tangible business results are something else entirely. And direct mail delivers the goods there too. In fact, it is responsible for one company’s rapid rise to the fabled land of billion dollar worth – that’s right, billion. With a “B”.

Using direct mail, Lending Club—the world’s largest online credit marketplace—was able to raise $1.2 billion in funding, increase worth to over $5 billion, and change consumer perceptions about an industry traditionally associated with stuffy old men in suits and ties.

In a recent blog post by John Koetsier (@johnkoetsier), Lending Club’s SVP of Marketing, Chris Williams says: “Direct mail is still about fifty percent of our business.” Read more about their success here.

And if you want to learn how to put the power of direct mail to work for you, check out these resources*.

*No billion dollar guarantees. But hey, who knows?

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