"Right now, it's the fourth quarter. The finish line is in sight, and how you close out the year can make or break your overall success. This isn't the time to play small-it's the time to swing big. At my own $119 million company, PostcardMania, Q4 is one of our busiest and most profitable seasons. In fact, along with Q1, it consistently drives the most growth."
"My point? It's never too late to adjust your strategy and change your trajectory. In 2024, I did my own research and discovered that direct mail delivered six times more revenue per lead than digital ads. First we analyzed 115,393 leads and which ones converted. By dividing the income by the number of leads, we made $253.54 for every postcard lead versus $41.60 for every digital lead. That is a 500 percent difference!"
The fourth quarter offers a decisive opportunity to change annual results by increasing investment in high-performing channels. A $119 million company reports Q4 and Q1 as the busiest, most profitable periods, with post-2020 annual revenue growth averaging 14.8 percent versus 4.7 percent previously. Marketing analysis should measure sales and ROI, not just engagement, to identify top-return channels. Direct mail produced substantially higher revenue per lead in a 115,393-lead analysis, yielding $253.54 per postcard lead versus $41.60 per digital lead. Research also shows direct mail recipients purchase and spend about 28 percent more, supporting direct mail retargeting tests.
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