Utilizing US Mail for SaaS Startup Marketing: A Success Story with Bookly

As an online bookkeeping service, Bookly finds itself balancing the traditional with the modern in its marketing efforts. Among the strategies employed is a fascinating approach: leveraging US Mail as a marketing tool. This article delves into Bookly's practice of sending postcards both upon user signup and one year later, with a focus on retention and brand awareness.

The Postcard Campaign: A Multifaceted Approach

Austin, Head of Content Marketing at Bookly, is at the helm of this unique initiative. His role is dual: not only does he assist entrepreneurs in modernizing their accounting solutions, but he also shares insights into pop culture under the platform Pop Ramen News.

One of the standout features of Bookly’s postcard campaign is the tailored strategy employed. Two types of postcards are sent out: one immediately after users sign up for the service, offering a free month of bookkeeping to entice them to explore the platform further, and another at the one-year mark, expressing gratitude for their continued loyalty and reinforcing the relationship.

Retention vs. New Customer Acquisition

While the effectiveness of these postcards in terms of gaining new customers may be under scrutiny, Austin emphasizes that the primary focus of these campaigns is retention. These postcards serve several key purposes:

Enhancing Brand Awareness: Each postcard acts as a small advertisement, subtly reminding recipients of the services Bookly offers. Over time, this becomes a form of brand reinforcement. Expressing Gratitude: The thank-you postcard, sent after the first year, is designed to show appreciation for the user's continued support and loyalty. This personal touch creates a sense of community and belonging. Seamless Usability: By serving as both an initial offer and a loyalty card, Bookly ensures that users engage with the service at multiple stages of their journey, thereby increasing brand visibility and fostering customer satisfaction.

Impact and Lessons Learned

The impact of Bookly’s postcard campaign is multifaceted. While it may not directly generate a significant surge in new sign-ups, the retention benefits are substantial. Here are some key takeaways from the campaign:

Personalization: Tailoring each postcard to resonate with the recipient’s experience makes them feel valued and understood. This personal touch can significantly enhance the overall customer experience. Repetition: The repeated engagement through postcards helps reinforce the brand and keep it front and center in the minds of users. This regular touch can be incredibly effective in retaining customers. Measurability: Unlike digital campaigns, postcard campaigns provide clear, tangible results that can be measured through open rates, response rates, and customer feedback.

For startups and small businesses looking to leverage US Mail in their marketing strategies, Austin’s campaign at Bookly offers valuable insights. Postcards provide a low-cost, highly personal way to engage with your audience, even in the age of digital communication.

In conclusion, while the initial sign-up offer may not immediately drive significant new sign-ups, the long-term benefits of a well-crafted postcard campaign in maintaining customer loyalty and brand recognition cannot be ignored.