What number of emails do you get per day? At least a few dozen, if not more. In actuality, a typical employee will receive 120 emails a day. Consider the number of times you currently receive mail. It’s probably a lot less than what often lands in your email. As a result, you’re much more likely to pay attention to mail that arrives in your mailbox as opposed to email that arrives in your inbox. You could spend some time each day sifting through your stack of mail to decide what should be kept and what should go in the recycling.
The anticipation of receiving something in the mail is natural. Personalized mail is now only sent on special occasions like holidays and birthdays, in addition to businesses advertising their services. It seems logical that companies are turning to traditional snail mail. Direct mail encourages greater brand memory, has a response rate that is 4 times higher than email, and provokes a more powerful emotional response from the recipient.
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Maximizing the Impact of SDRs
Direct mail is concrete, memorable, and leaves a lasting image of your brand; it may be a highly effective tool in your account-based strategy. Of course, if you do it correctly. In a world of automation and pre-written email responses, B2B audiences today are hankering for personalized content. We are aware that personalization produces results, and with the correct tactics in place, the process can be both efficient and scalable. Here are some useful tips to maximize the benefits offered by direct mail for SDRs:
1. Be certain of the delivery date for your direct mail
Pay attention to deliveries that are scheduled to arrive at a business address on the weekend. For weekend package delivery, some small and midsize firms use lock boxes; however, these boxes aren’t always monitored, which makes it challenging to schedule the right follow-up.
2. Gather all the data you require before submitting
Make sure you have the correct address information for physical sends (if you don’t use a sending platform with address confirmation) and email information for electronic gift sends (if you don’t use 3rd party data).
3. Plan ahead and accept automation
Knowing how long delivery takes can help you plan your follow-up. Consider utilizing a service like ReachDesk that notifies you through automatic email when your gift has been delivered.
4. Personalization is the key
If the recipient does not already know you by first name, don’t forget to give your contact information (i.e., top-of-the-funnel prospecting). The optimal fields are first name, last name, email, and phone number. This is another wonderful choice if your provider permits you to do so before the gift is distributed.
Read More: SalesTechStar Interview with Ram Menon, Founder and CEO at Avaamo
How can SDRs Employ Direct Mail?
Sales Development Representatives (SDRs) are always looking for creative ways to reach out to potential clients. Direct mail is an often-overlooked channel that can be highly effective when executed correctly. Let’s explore how SDRs can employ direct mail as part of the outreach strategy: –
1. Electronic Gifting
eGift card links can be made and put into Gmail, Outlook, Outreach, SalesLoft, LinkedIn Inmails, and many other direct messaging platforms. There are thousands of providers to pick from globally. You can send digital presents like Deliveroo gift cards and coffee through any channel of your choice because of its consistency. Instead of creating unique links, you might send emails from a native sending email address utilizing more marketing-driven material and personalized artwork. You may keep track of eGifts opens, clicks, and claims to decide what follow-up messages to send.
2. Office Teeters
One of the finest surprises there must be discovering a gift on your desk! Although office address information is easily accessible to the public, sending it to businesses might help you stand out from the competition. If there is a gatekeeper, it can also be a fantastic technique to get by them or give them anything.
3. Landing Page
Nowadays, generating pipelines in a remote working environment demands some imagination. Hybrid working is the standard. You may incorporate meeting booking links, material, video, and much more on lovely, personalized gifting landing pages. It’s never been simpler to offer a modest gift as a thank you to potential customers for their time. Even your CRM doesn’t need to save their personal information.
4. Confirming the address
Prospects may not always be located where we think they are. Sending something on their terms after developing a relationship with a potential client may mean the difference between a Yes and a No. You can send anything to anybody, anywhere, with a straightforward email that includes a link for them to verify their address.
Read more: Five Questions To Ask Before Making Direct Mail a Part of your B2B Sales Prospecting Cadence
Guidelines for Running a Successful Direct Mail Campaign
Direct mail can be a powerful marketing tool, but it’s important to follow best practices to ensure success. Let’s explore guidelines for running a successful direct mail campaign: –
- Go after recurring clients: Direct mailers aren’t just for acquiring new clients. Direct mailing initiatives work incredibly well for keeping in touch with past clients and encouraging repeat business.
- Follow-up: Direct mail specialists plan out mailing rounds and schedules for when to follow up with leads.
- Learn the latest developments in direct marketing: You would be wise to stay informed of any changes to the direct mail sector as direct mailing is continuously changing.
- Personalise: Advertising with a human touch is quite popular with consumers. According to research, consumers are far more inclined to interact with advertising that they perceive as being especially relevant to them.
- Establish a hybrid campaign: Businesses rarely rely only on direct mail nowadays. A highly successful hybrid marketing strategy can involve combining a direct mail campaign with digital marketing and email follow-ups.
- Contain Enticing Offers: Provide offerings that will pique your customers’ interest. Designing effective mailers requires an understanding of the psychology of sales and promotions.
- Be Tolerant: Patience is the most crucial quality a direct mail marketer can possess. Although we are used to the instant pleasure and replies of the digital world, snail mail is a very different animal.
There are countless ways to integrate direct mail into your account-based marketing initiatives. Direct mail may be a successful approach to grab and hold your prospects’ attention. It can contain anything from branded corporate stuff to desserts to wearable technology or even an iPad (yes, it has been done!). Nevertheless, to obtain the best results, you must measure the effectiveness of your direct mail efforts (you can do these using platforms like Sendoso or PFL) and make sure that marketing and sales are coordinated so that your target account receives the same content online and in print.
Read More: What Impacts Customer Retention and Value?
