Mail Marketing 12/26/12 12/26/12 10:34:00 AM
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Ryan Henkel took over Mail Marketing in 2008 when his father retired.
By Andy Roberts
(Photo by Jim Ferguson)
‘It’s in the Mail’
Mail Marketing Is One-stop Shop
The Daily Record
It’s been one stop for consumers since 1971, and in the Henkel family since 1997, because when you want it “in the mail,” you can count on Mail Marketing.
The firm is the Greater Omaha Chamber of Commerce Small Business of the Month for December. “It was definitely a great surprise,” owner Ryan Henkel said of the honor. “The Omaha Chamber is such a great and reputable organization within our community, so to be awarded as the small business of the month is a tremendous reward.”
Henkel bought Mail Marketing from his father in 2008, 11 years after the business had been purchased by his father. That provided Henkel with on-the-job training.
“It’s a family business, so at a very young age I was participating in the business, and learning the industry from my father,” he explained.
Henkel has called buying the company from his father his proudest moment in business. That pride has only grown as Mail Marketing has expanded from four employees and 40 customers to a 28-person operation with about 400 clients. The staff has more than 200 years of experience in working the federal postal regulations.
Mail Marketing’s dynamic website promotes printing services, finishing services, one-to-one marketing, and mailing services with in-line match inserting, list procurement and hygiene – or cleaning up the lists to leave only the good prospects – from a firm with extensive knowledge of U.S. Postal regulations. The firm is based in West Omaha near 109th and E Circle.
A family man with a “wonderful and supportive wife,” the Henkels have three children who range in age from one month to eight years.
The full-service direct marketing company specializes in full color printing, personalized direct mail, bindery, fulfillment, and online integration. “Our philosophy is to partner with our clients to help get them the best return possible with their marketing campaigns,” Henkel emphasized. “We make sure that we give them the best quality, service, and turnaround time for their projects every time.”
That includes helping create the finished product, and doing the work in a style that will secure the best postal rate.
Mail Marketing takes one-to-one personalization beyond adding a name and address. The company has the tools to personalize multiple areas of its products to suit the needs of its varied customers.
Henkel says Mail Marketing is a true partner to its clients, and tries to be a complete solution provider to them. He finds that it separates his firm from others in the same industry. “We help them achieve the greatest returns possible on their projects,” he said. “It is our goal to give them the best quality available on the market today.”
Mail Marketing is a one-stop shop for anyone who needs any marketing campaigns, promotions, events, or materials. “We are truly unique by integrating our printed marketing campaigns with online and social media,” Henkel explained. “That also offers advanced multi-channel analytics.”
Satisfied customers are a source for much of Mail Marketing’s business.
“A lot of our business is referrals,” Henkel proudly said. “That shows how well we are perceived by our current clientele. We do utilize many other tools to find our clients, including local publications, events, and other means that we have available to us.”
The past year has been one to celebrate for Mail Marketing, as the strong local economy continued and the firm began to benefit. “We enjoyed a 15 percent increase in profits this year, which is the first increase in the last four years” Henkel said.
He points to contributing factors like some of Mail Marketing’s newer technology of integrating PURLs (Personalized URLs) with its marketing programs. That allows for the use of customer lists to provide personal websites.
“We also acquired some new equipment that is better quality,” he pointed out. “That makes us more efficient.”
Henkel has said helping clients achieve business success is one of the most pleasing aspects of his work, as Mail Marketing provides his clients with the tools they need to compete on the national level.
Still, he likes doing business in Omaha and working from his Midwest base.
“Omaha is a great city, with a great mixture of culture and businesses,” Henkel said. “Our cost of living, coupled with the quality people and values, helps us become a competitive small company against larger companies on the national level.”
Looking ahead, he doesn’t see any major changes in how things are done.
“We hope to continue on the path of growth that we are on, while continuing to expand the business outside of the local market,” Henkel said.