Direct Mail

Direct mail sounds like it should have been eliminated as a tactic with the advent of the Internet, but in many ways it's more effective than ever.

61. Postal mail is not dead!

It's easy to forget that postal mail is still a valid tactic for marketing and lead generation. In particular, it's great for reaching out to dormant contacts on your database or as part of an account-based marketing campaign. Direct mail, particularly creative and eye-catching direct mail, works well because so few organisations use it in a business-to-business context. Sending physical mail stands out and can actually generate great return on investment if it is well targeted.

62. Find out where your recipient is sitting

After the pandemic, remote working has become more common than ever. If you're sending postal mail, you really don't want it ending up at head office if your contact is based many miles away. So make sure you understand where your contact is based before sending.

63. Be creative

Physical mailers can be expensive, and postage is a significant cost. It makes sense to invest time to be highly creative and generate mail pieces that really grab attention. One of our best physical mailers involved sending a pebble from the beach with a story around it. Ask us if you'd like to know more!

64. Invest in quality for key prospects and customers

Account-based marketing tactics allow you to focus your budget on the targets and customers who make the biggest difference to your business. Where you do identify those most important contacts, it really is worth spending the money to send high quality mailers rather than low-cost postcards or other low-impact items.