Commercial Letter Transitions to Full-Service Marketing Services Provider
Commercial Letter Inc., a St. Louis-based corporation celebrating its 100th year in business, has begun offering a full range of multi-channel direct marketing services that will prepare them to meet clients' marketing needs for the next hundred years. SnailWorks is a coordinated suite of services that will allow marketers to integrate traditional direct mail efforts with new media, such as email marketing, web landing pages, and mobile marketing. Direct mail projects set up in the SnailWorks system will be tracked as they travel through the Postal Service, using Intelligent Mail, and when each mail piece is delivered, that event will "trigger" other follow-up efforts such as email, telemarketing or text messaging. The system will also host and track web and mobile-based landing pages that prospects will be able to access from the direct mail or follow-up efforts.
"This is the logical next step for our industry," said Brad Chrysler, president of Commercial Letter. "We still believe in the value and impact of direct mail, but direct marketers today need to add more to their efforts. By tying direct mail to new marketing channels, SnailWorks and Commercial Letter deliver a new, more effective approach to direct marketing. We no longer see ourselves as simply a mailing service—these new services really do make us a full marketing services provider."
Commercial Letter has a history of providing offset printing and mailing services, long the heart and soul of direct marketing. While they continue to provide these services, it is clear that the Internet and social media have changed the environment in which marketers function. Their new SnailWorks offering is a response to that changing environment.
"Our customers are going to migrate into new channels, with us or without us—it's how the market functions today. We see them making disjointed efforts with a variety of different vendors. We allow them to obtain all of these multi-channel efforts from a single skilled vendor, in a cohesive, coordinated approach," said Chrysler.
Commercial Letter kicked off their new service with a multi-channel campaign of their own. "Hail the Snail!" proclaimed their mail piece, the first component of a sophisticated campaign that included a coordinated email, QR codes, and web and mobile landing pages personalized to each recipient. "We practice what we preach," said Chrysler about the campaign. "The response from this campaign already has our sales team out slinging snails as fast as they can! This new direction has been very well received by clients and prospects alike."
Commercial Letter is currently in the planning process on its first client SnailWorks projects. For more information, visit www.commercial-letter.com.