TNT Growth designed and executed a multi-touch omni-channel campaign for Justworks centered on Direct Mail as a strategic catalyst, driving a 43% higher conversion likelihood and a 41% lead conversion rate within 30–90 days.
Justworks is a global leader in Human Resource (HR) services, providing mid-sized businesses with essential solutions for PEO, benefits, compliance, and payroll. In a crowded SaaS landscape, Justworks had built a robust digital presence, but they faced a common B2B hurdle: digital touchpoints were operating in silos. Despite significant investment in paid social and search, prospects were stalling in the funnel, and brand recall was struggling to break through the noise of a digital-only market.
They came to TNT Growth with a complex marketing problem: how to connect disconnected channels into a cohesive customer journey. They needed a strategy that could bridge the gap between offline and online, improving engagement with a hard-to-reach audience while driving measurable lift in conversion. The goal wasn't just to add a new channel, but to find a catalyst that would make every other digital touchpoint perform better.
TNT Growth's answer was a four-month omni-channel campaign targeting 30,000 high-propensity businesses. By using predictive analytics to identify the right targets and Direct Mail as the primary physical anchor, we built a multi-touch sequence that synchronized teaser emails, tactile mailers, personalized social retargeting, and automated sales follow-up into a single, high-performance engine.
The Mandate
43%
Higher conversion likelihood vs. non-recipients.
"Stop thinking digital-only. Start thinking omni-channel. Bridge the gap between the screen and the desk."
01
Justworks had invested heavily in digital marketing but struggled to move prospects through the funnel. Engagement rates were suboptimal because digital touchpoints were operating in isolation rather than reinforcing one another, leading to a fragmented customer experience.
02
The target audience—decision-makers at mid-sized businesses—is notoriously difficult to engage through digital channels alone. With crowded inboxes and high ad-blindness, Justworks needed a way to break through the noise and establish immediate brand trust and recall.
03
Despite a robust top-of-funnel pipeline, leads were not converting at the required rate. The core problem was a lack of synergy; prospects needed a high-impact, tangible touchpoint to validate the brand before committing to the digital conversion path.
Strategy
The campaign began with a deep dive into firmographic data and predictive analytics to identify 30,000 businesses with the highest likelihood of needing Justworks' HR solutions. By segmenting the audience based on propensity rather than just industry, we ensured that the high-cost physical touchpoints were reserved for the most valuable prospects in the pipeline.
Direct Mail served as the campaign's anchor. We deployed personalized letters featuring success stories and high-quality print finishes to establish a 6-week "shelf life" in the recipient's office. Unlike an email that can be deleted in seconds, a physical letter is often shared with colleagues, extending the campaign's reach organically within the target organization.
The Direct Mail piece wasn't a standalone effort. It was preceded by teaser emails to prime the audience and followed by personalized LinkedIn and Facebook ads retargeting the specific individuals who received the mail. This created a reinforcing loop where the physical mailer increased the effectiveness of the digital ads, leading to a 37% lift in website conversions.
Every mailer included a unique QR code and UTM-tracked landing page. When a recipient engaged, the signal was instantly piped into Justworks' sales infrastructure, triggering immediate, automated follow-up. This ensured that the momentum generated by the physical touchpoint was captured and converted while the brand was still top-of-mind.
01
High-quality printed materials provided a tactile experience that digital ads cannot replicate. This resulted in a 6-week shelf life and led to 35% of recipients sharing the materials with colleagues, extending reach beyond the initial target list.
02
By integrating physical mail with digital tracking, we gained real-time insights into recipient engagement. This allowed for precise attribution across inbound calls, landing page visits, and social engagement, proving the ROI of the offline spend.
03
We leveraged predictive models to prioritize high-value leads for follow-up Direct Mail pieces. Leads that interacted but didn't convert initially were retargeted within 30–45 days, maximizing the conversion potential of the existing audience.
04
To maximize the campaign budget, we leveraged USPS discounts and postage optimization. This allowed us to scale the reach to 30,000 targets without sacrificing the quality of the personalized, multi-touch experience.
Recipients of the omni-channel sequence were significantly more likely to convert than those in digital-only groups.
Leads engaged via Direct Mail and follow-up touchpoints converted into customers within a 30–90 day window.
Measured across QR codes, landing pages, social media, and inbound calls from the physical mailer.
Over a third of recipients shared the physical materials with colleagues, driving reach beyond the original target list.
The synergy between Direct Mail and email marketing significantly boosted high-intent site traffic.
Recipients reported higher trust levels due to the tangible nature of the mail, driving better social engagement.
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