Sometimes old school methods never die. With the popularity of account based sales or account based marketing, direct mail is making a huge comeback. At the beginning of the 2000’s, direct mail lost its appeal as email marketing and the digital age got more enhanced. With low response rates and high costs, the B2B sales world pretty much gave up on direct mail and moved on to technology that was cheaper and easier.
With the rise of account based strategies, the coolness/nostalgic factor of direct mail is back. Now that salespeople are seeing the impacts of using multi-channel prospecting (Cadences, Phone, Email, Social, etc..) when used right, direct mail can be incredibly powerful. Using direct mail as a first touch followed by a phone call or email can really set the stage for engaging with a prospect. The fact of somebody getting a piece of mail in there office with an envelope that is handwritten to them is something so unique and different. Old school B2B sales reps and real estate agents have been doing this for years. In fact in real estate, direct mail never went away but stayed on as a staple for there direct marketing efforts. By sending a piece of personalized mail, you are actually making an effort to have a conversation and showing respect to your prospects. As creative as people get with direct mail, I have found that nothing beats a simple handwritten note in a handwritten envelope. It is simple, to the point, and personal.
Response rates will always be hit or miss with direct mail, but you should not be sending direct mail to get responses. Use direct mail as a first touch-point to start a future conversation, to warm up a call, and to have them just a little more familiar with your company before you call or email them. The fact that you took the time to get creative to reach out to them separates yourself from your competitors and also is appreciated by your prospects.
Targeting is the next step in an effective B2B direct mail outbound campaign. Use the account based model and get the relevant companies and targeted prospects on your list. People who you think are the best fits and have the best chance of engaging with you. Wait 1 week and continue your outbound campaign by calling or emailing them and start your process. Make your outbound campaign like telling a story, start with the light direct mail touch and follow up with a phone call, email, and adding them on Linkedin to build the awareness, interest, and engagement factors. Do not expect responses immediately but rather in the middle or the end of your cadence.
Engaging with a prospect is probably the most constant problem I see sales reps have. Creating that story and flow with your content will make the difference between a prospect responding to you or ignoring you. Sometimes little things like starting your conversation flow with a piece of mail you sent to their office can set the stage to have that discovery call or a demo with your dream client. You will see people call you back or respond to your emails based on that little piece you sent out at the beginning and you will see major changes in your pipeline.
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