Paycor Finds Reduced Costs and Greater Rewards with Direct Mail

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About

In 1990, founder and CEO Bob Coughlin saw an opportunity to provide a new level of personal, proactive customer service to small and medium-sized organizations in need of HR & Payroll technology. Today, we partner with more than 30,000 organizations in all 50 states, and that number keeps growing because we have never lost sight of Bob’s original vision.

Industry

HR & Payroll Solution

Platform

Direct Mail

Audience

Small Businesses

Challenges

Significantly decrease the cost and time spent managing the company’s direct mail marketing program while increasing sales pipeline.

Objectives

Send 15,000 prospects personalized messaging, a customized postcard, and a branded gift as part of a target account program

Results

209%
Sales opportunity generation goal
$160K
Saved in print and fulfillment costs

Paycor, a leading HR and payroll software solution provider, was already committed to direct mail. With proven results in the vertical, but limited person-hours and fulfillment abilities, their previous campaigns were successful, but inefficient. As a revenue-driven marketing team, Paycor’s Henry Link, Senior Marketing Program Manager, was faced with a major challenge: significantly decrease the cost and time spent managing the company’s direct mail marketing program while increasing sales pipeline.

Their direct mail ambitions were massive. How massive? Paycor wanted to send 15,000 prospects personalized messaging, a customized postcard, and a branded gift as part of a target account program – a feat far beyond the in-house capabilities. Such an expensive send required a strict adherence to high ROI.

They choose to partner with PFL because PFL’s Tactile Marketing Automation (TMA) solution includes address verification services along with seamless direct mail automation within Marketo. TMA helps marketers send high-impact, personalized mail right from their existing marketing automation platforms, providing insight into cross-channel campaigns.

Paycor TMA Kit

“With PFL, the visibility we get into the entire process of the campaign is so much better. We get to hand-pick who is being dropped into the campaign and set automated alerts for our sales team to follow up, which is something we’d never thought we could do with direct mail before.”

It is easier to get an email into an inbox than a direct mail kit into the right mail slot. Tracking down a contact’s physical location isn’t as straightforward, but it’s worth the effort. After all, direct mail has a much higher open rate than email (have you ever thrown away an unopened package?). Today’s professional workforce is highly mobile, working from satellite offices, coworking spaces, and even our own home offices. PFL verifies more than the contact’s address, gleaning insights into job changes, office location, and even whether the contact works remotely. Without proper verification, the powerful direct mail automation PFL provides can become limited, leading to undeliverable mail and a decreased ROI.

For this awareness campaign, Paycor needed to update their list of 15,000 leads before launch. Using PFL’s Address Validation and Append Service, over 55,000 data points were updated, with 61% of their direct mail sends being at a high risk of being returned. If those direct mail kits had been undeliverable, Paycor would be $161,000 out of pocket for return shipping and restocking fees, plus, they would have missed out on the opportunity to influence 9,150 contacts. With PFL’s Address Validation service, Paycor was able to successfully deliver 95% of their packages, where historically they were at the 75% range.

Beyond the incredible success of their Address Verification & Append project, Paycor achieved 209% of their goal for sales opportunities generated. Link cites this increase as coming from the ability to customize the mail with data in Salesforce and the ability to have reps get delivery alerts.

As a result, Link says the number of ongoing programs Paycor has initiated with PFL “is too many to count,” with both partners contributing to the company’s continued success in direct mail marketing in their hybrid Demand Gen/ABM model.

“We’ve worked with so many other partners and vendors in our marketing efforts and there’s nothing about PFL’s service and business model that I would change.”

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