Solution
Integration and Automation Enable Rapid Growth
Lindemann began their direct mail transition by integrating PFL’s technology through a NetSuite API. Scott Beil, marketing director at Lindemann Chimney, explained: “With PFL's support, we leveraged technology to swiftly send print pieces to contacts and effortlessly maintain and update our campaigns.” PFL’s integrated technology enabled the company to refine audience targeting, automate all their mailers, and engage with contacts at every stage of the funnel. PFL’s automation quickly became a crucial part of the chimney giant’s ability to optimize sales efforts while working seamlessly behind the scenes. "PFL's impact is profound,” said Beil. “They've become an integral part of our business." Collaborating with PFL's team, Lindemann has been able to execute strategies from audience-segmentation and -retention initiatives to "wake-the-dead" campaigns and new-customer welcome kits. Their partnership with PFL continues to bolster their industry presence.
Lindemann Chimney's mixed approach of digital and automated direct mail campaigns has yielded impressive results. According to Scott Beil: "We appreciate the variety of mailers and audience-segmentation abilities PFL offers us. QR codes on direct mail pieces amplified website traffic, and the targeted nature of direct mail proved to be a game-changer.” In fact, the company reaped an astounding 172X ROI from one of their postcard campaigns which targeted prospects 14 days after they received service estimates. These results showcase the potency of PFL's involvement in Lindmann Chimney's ongoing marketing efforts.
The integration of direct mail with PFL automation boosted Lindemann's closed-won rates from eight to ten percent to 20 percent—around double. Increased delivery rates resulted in quicker inquiry response times, too. Beyond financial gains, Lindemann Chimney greatly appreciates the safety aspect of the automated mailers, expressing the significance of chimney maintenance and awareness to prevent fires.
Key Takeaways
Pioneering Success Through Direct Mail
Lindemann Chimney's journey showcases the marketing potential unlocked by strategic integration of digital and automated direct mail. PFL's solutions, paired with Lindemann Chimney's determination, have elevated customer engagement, increased ROI, doubled their closed-won deals, and fortified client relationships.
“The impact of having a mailer piece to put into a contact’s hands is powerful and works effectively in our industry. Digital is incredibly saturated and print breaks through that wall.”
