Postal.io, a sales and marketing engagement platform, has announced that it has closed a $9 million Series A funding round led by venture capital firm, Mayfield.
Postal helps scale direct mail workflows for sales and marketing, allowing companies to cut through online marketing clutter, while simultaneously improving offline conversion rates with automated direct mail, corporate gifting and charitable giving. Postal’s all-in-one solution fills a gap in the martech stack, bringing the efficiency of online marketing to offline engagement.
The proceeds from this Series A investment will be used to grow the Postal team in San Luis Obispo and to scale revenue operations.
Back to reality
Postal enables companies to manage real-world touches in the form of cards and letters, as well as tailored premiums and customer gifts, in the same way they currently manage digital marketing assets and programmes. This allows users to achieve genuine connections that drive profitable sales and marketing ROI. With a global lockdown in effect, and with people working increasingly frequently from home, creating real human connections has become more important than ever.
This is particularly important because email marketing shows a continued diminishing rate of return. In fact, according to industry experts, post-pandemic email marketing volume is up, while response rates remain at near or all-time lows.
Integration is key
Postal’s own research shows that direct mail response rates more than double overall prospect conversions when offline marketing is integrated into existing prospecting workflows, including calls, emails, chat and digital advertising.
According to Manny Medina, CEO of Outreach.io: “The integration of online and offline marketing, like Postal has achieved, represents a significant market opportunity because integration of direct mail and gifting with digital engagement represents a well-rounded strategy that can help sales teams drive long-term success.”
From campaign creation to delivery, the Postal platform helps automate and scale customer and prospect communication while driving tracking and reporting information back into marketing systems of record. Postal integrates with all popular CRM and sales/marketing automation platforms, providing granulated control and deep visibility into campaign operations and ROI.
Account based marketing
Offering his thoughts on the matter, our resident ABM expert Andy Bacon noted that the digital desktop is so full of (irrelevant) marketing noise, that the physical desktop can provide an excellent opportunity to differentiate, land some creative content and achieve some very high engagement rates.
Andy said: “I can see this being a great channel for ABM providing marketeers remember that the message must be bespoke to each recipient (not just personalised generic propositions) to leverage the opportunity effectively. It does, however, look quite US centric at the moment.”
