E018 - Rich Walker, Direct Mail Deep Dive

Rich Walker is a 35-year industry vet who’s been responsible for over 10 billion pieces of Direct Mail.

Rich has led direct marketing teams at Capital One, the Winterberry Group, Deluxe Corporation, 2nd Order Solutions, and more recently, Aven.

He also ran his own consulting shop - Pilot Performance Marketing - focused on helping lenders solve Direct Mail.

So we jumped at the opportunity to get his take on how lenders can leverage Direct Mail to grow their customer acquisition programs.

 

We Discuss:

1️⃣ Why Direct Mail still matters
-$3B in spend per year
-The power of pre-screened marketing

2️⃣ Who should explore Direct Mail
-High response, low LTV
-Low response, high LTV
-Breakdowns by product category

3️⃣ Direct Mail vs. other channels
-How does it compare to affiliate marketing?
-Attribution and overlaps

4️⃣ Unit economics
-Cost per piece at scale (and subscale)
-How costs breakdown by postage, data, creative/printing
-Typical CACs & response rates

5️⃣ The mechanics of a campaign
-Checklist of how to go to market
-Typical GTM timelines
-How to go from 0 to in market in 8 weeks

6️⃣ Building or renting a Direct Mail function
-Case for keeping in-house
-Case for out-sourcing

7️⃣ Optimizing the 3 big levers
-List (targeting and modeling)
-Offer
-Creative

8️⃣ Ways to solve attribution
-Invitation codes, QR codes, vanity URLs
-GEO holdout tests

9️⃣ The future of Direct Mail

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