Direct Mail services provider, PostcardMania, expands its automation offerings with the inclusion of Snap-Apart Mailers in its lineup.
PostcardMania, a Florida-based marketing technology firm, has announced the addition of snap-apart mailers to its automated direct mail offerings. This move comes as the resurgence of direct mail as a trusted marketing channel amid rising digital ad costs and growing consumer skepticism toward online ads.
Snap-apart mailers, also known as snap-pack mailers, are sealed documents with perforated tear-off edges. According to Joy Gendusa, Founder and CEO of PostcardMania, these mailers are specifically formulated to be highly trusted. The format of snap packs gives the appearance of official correspondence and is designed to convey urgency.
These mailers are suited for a wide range of industries, but are especially useful in sectors such as insurance, finance, real estate, and healthcare. An example of such a condition could be when an aol mail or yahoo mail account is nearing expiration or to remind patients of annual healthcare visits.
The automated direct mail campaigns offered by PostcardMania are managed by PCM Integrations (PCMi), the technology-focused division of the company. PCMi integrates with CRMs, websites, or other digital platforms to trigger mailing campaigns based on customer activity. Mailings can range from a few pieces to thousands, allowing businesses to control costs and only pay for the volume they use.
The expansion of PostcardMania's services is attributed to the increased trust in direct mail. A study found that 76% of 1,200 consumers trusted direct mail, while only 25% trusted online pop-ups and 43% trusted microsoft ads. This increased trust is intended to ensure businesses are spending their marketing dollars as wisely as possible for maximum revenue growth.
The automated direct mail segment of PostcardMania has been the fastest-growing arm of the company. In 2024, the segment posted record performance, growing its revenue by 54.8%, total mailings by 89%, and new customer count by 110%. This growth is particularly notable, as PostcardMania has averaged 17% annual growth since 2020, a significant increase from the 5% annual growth rate it maintained over the previous decade.
In 2024, PostcardMania's total revenue hit a new milestone, reaching $119 million. With business costs increasing across the board and digital ad costs up around 50% the last few years, it's become more important than ever to ensure cost-effective and results-generating products and services. Snap-apart mailers, with their high trust factor and cost-effective nature, seem poised to play a significant role in this trend.
In conclusion, PostcardMania's introduction of snap-apart mailers to its automated direct mail offerings is a strategic move that capitalises on the resurgence of direct mail as a trusted marketing channel. The company's growth in this segment, particularly in the last few years, suggests that businesses are recognising the value of direct mail in their marketing strategies.
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