Kevin Lee Search Engine Marketing Expert - News - Views

Last month, right during the holidays, my wife received 14 identical direct mail pieces from the local Manhattan Paychex office. Clearly they either flunked marketing 101, or there was a major breakdown in quality control in their marketing department or agency. Actually, it could have been both, because when you open the envelope, theings don’t get that much better.

The letter isn’t merged to personalize it to my wife. Plus clearly the list they rented is one of Psychologists. Why not take the extra 5 minutes per profession to merge in a mention of the profession in the headline. Plus, one of the main focuses of the letter is the dedicated representative service and the letter is unsigned. No personal touch at all, no personality at all.

Management at the firm deserves to know, so I’m going to send this packet of letters off to the Paychex management.
I certainly hope they do a better job administering payroll than they do in direct mail and marketing.

A quick check of  Google and Yahoo for the keyword “payroll” indicates that Paychex hasn’t yet discovered that search engine marketing belongs in the marketing mix.  ADP is notably absent too.  Intuit and a bunch of lead generation services who sell their leads non-exclusively to… Paychex.