Episode 66: Innovating and Improving the Direct Mail Channel with Martin Twellmeyer of optilyz
In this episode of the Leaders of B2B, Martin Twellmeyer, Founder of optilyz, talks about the continued relevance of direct mail in marketing. Optilyz provides a digital solution for sending out physical mail to customers all over Europe.
Twellmeyer argues that direct mail is still the preferred means of communicating with customers. Direct mail has the personalized touch, is more likely to reach customer mailboxes instead of spam folders, and can deliver a strong brand image.
Direct mail is not for every business. Businesses that keep tabs on customer addresses can run this most effectively. E-commerce businesses and loyalty programs are among the most significant users of direct mail campaigns.
Although direct mail uses a traditional delivery method, there are opportunities to innovate and use automation. Formulating campaigns, collaborating on designs, and delivering to the printers are among the areas that are being upgraded to be more efficient. The significant spend of industries that use direct mail can be lessened or used on other campaigns to optimize solutions.
Twellmeyer also talks about how he raised capital with this startup idea. With a less-than-attractive product, he had to consider iterating the product model. This ensured the company stayed alive while building its customer base. He also highlights the importance of partnerships when starting out, until direct selling is possible.
Startup founders looking to innovate tried and tested methods will find inspiration from optilyz’s story. Twellmeyer’s account of navigating hurdles to raise capital, acquiring partners willing to work with his model, and building his customer base contains some great insights.
Resources:
—
This episode is brought to you by Content Allies.
Content Allies helps B2B tech companies launch revenue-generating podcasts. Build relationships that drive revenue through podcast networking.
We schedule interviews with your ideal prospects and strategic partners so that you can build relationships and grow your business.
You show up and have conversations, we handle everything else. Learn more at ContentAllies.com
