Google – the undisputedly most powerful online marketing company in the world – relies on letters that are sent offline in the traditional way. The company’s digital marketing generated advertising revenues of over 67 billion dollars in 2016, and yet physical mailings are an integral part of this multi-billion dollar marketing strategy. How does that fit together?
Google sends out intelligent mailings
The company, which virtually invented data-driven marketing, is also using its strengths for the offline channel of physical mailings. Google sends out a large number of advertising letters to current and future advertisers every year. For example, Google specifically addresses companies that could very probably use its core product AdWords or have already registered with Google. The incentive includes up to 150 dollars starting credit for the first AdWords campaign. In this way, Google uses physical mailings to further boost digital advertising sales. And with extraordinary success. Newly founded companies in particular often receive three to five letters with increasingly strong incentives.
Physical mailings are incredibly successful
But what makes this offline channel so important that even an online giant like Google cannot do without it? The following figures give a good overview:
- Almost 100% of the customer base can be addressed, as no opt-in is required. In B2B marketing, company data including addresses can be purchased without any problems and used to acquire new customers by letter.
- Mailings convert with an average of 3.7% in CRM. But also in new customer acquisition, letters often generate massive conversion rates and are also significantly cheaper than e.g. cold calling.
- Mailings have a long-term effect and are kept for an average of 17 days. Especially complex products can be better tracked and the customer makes the purchase when there is a need or time or resources are available. By the way, 35% of all mailings are read by several people.
So why should any company, even if it is called Google, do without these advantages?
With optilyz physical mailings become intelligent
With the optilyz platform you can use physical mailing campaigns as systematically as your online channels. In just a few clicks you can address selected segments with postcards and letters, personalise your messages and even automate recurring mailings. With our innovative approach, you can easily integrate letters, postcards, etc. as additional contact points in your customer journeys.
Just watch our short video and convince yourself:
Hundreds of leading e-commerce companies and stationary chains rely on optilyz. Are you also curious? Then please contact us!