Print and mail firm converts 80% of web enquiries to orders

Luke Pearsall told ProPrint that Active Mail received at least two web inquiries a day due to its high online search ranking – and then used basic customer service skills to convert 80% of them into sales.

Follow-up happens by phone or in person rather than email, he said. That way staff can get to know customers and upsell them things they didn’t know they wanted.

The 18-staff outfit converted an online enquiry from a UK clothing retailer into $80,000 worth of printing, catalogue, distribution and data provision work, he added.

Pearsall said Active Mail had made a strong effort in the past two years to move away from specialising in direct mail to add printing, telemarketing and list rental.

“Diversification is the key to success and survival in this industry,” he said.

“Having data sets available to the market really give us that competitive edge when a client is looking to do a direct mail campaign because we are able to identify and qualify their actual needs then profile it to our lists and provide the complete package.”

Active Mail has also offered web-to-print since January. It landed a multimillion-dollar contract that same month and is “close to nailing another good-sized account”, said Pearsall.

Pearsall told ProPrint that Active Mail had grown so strongly that it had been forced to invest in a second-hand envelope inserting machine in July and hire four new staff in the past three months.

He said the Sydney business was also looking at installing a new MIS that would be mail-house specific and dramatically improve productivity.

Click here to read more stories about contract wins.

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