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Pitney Bowes

September 2007
Few companies are as invested in mail as Pitney Bowes, which sells mailstream hardware, software, services and solutions to more than two million businesses through direct and dealer channels. The company’s small-business division is a heavy user of direct mail to grow the business. “Direct mail provides a profitable customer who stays with us for a very long time. Other channels can acquire [similar customers], but direct mail has shown to sustain this performance over time,” says Matt Julian, the division’s director of marketing. “It provides a controlled testing environment to read results with more reliability than in other channels.”

Julian attributes success in this channel to aggressive testing; an innovative production agreement that provides the pricing efficiencies needed for constant testing of creative and format; and modeling, which he notes is challenging to do in the B-to-B environment because of data gaps, but is worth the effort because it not only helps to grow the customer base but also the profit per customer.—Hallie Mummert
 

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