Digital’s ability to connect with your audience members is stronger than ever, but prior to COVID-19, direct mail — where you send gifts and messages to prospects through the good ol’ fashioned United States Postal Service — looked just as strong. If you are using an account-based marketing strategy, direct mail was (and is) the perfect way to break through the digital noise.
But the pandemic threw an interesting wrench in the gears of any marketer’s direct mail plans: People weren’t at their offices anymore, they were at home. That meant those office addresses that were easy to find were as useless as a bounced email address. So how do you go about getting direct mail to consumers at home? If you are going at this from an inbound mindset, you make them an offer they can’t refuse.
I’ve seen this happen a number of ways. Virtual events using Sendoso to get their physical materials to attendees. Big companies using Alyce.com to gift branded tchotchkes to major prospects. Unfortunately, not everyone has the scale or budget to use those services. But if you’re really focused on an account-based marketing strategy, where you might have a few dozen prospects you definitely want to get in front of, then here’s a simple way to do it.
Step 1: Choose the Right Gift for Your ABM Targets
In the past, you could easily send prospects something like a nice letter, a few branded stickers, and maybe a nice brochure. But today, when you must have prospects opt-in, you need to provide them with a real reason to give you their personal contact details.
Business books, especially ones that speak to the times and the audience, are a great way to entice targets to convert. You can also send gift packages dedicated to helping them do their best work at home, something directly related to the job they’re trying to do.
Just remember, the offer must be substantial enough to get targets to share details they wouldn’t normally have any reason to provide.
Step 2: Send Them an Email with a Simple Request for Shipping Info
After you’ve settled on an offer, your first instinct may be to treat this like any other ebook or resource on your website. Nice branded email with a nice branded landing page. For the email, it may be worth experimenting with simple text or something a little more branded based on click rates.
However, because you’re asking for personal details on the form, simple pages that don’t look like you’re trying too hard to convince them to give over private information are key. Here’s an example:
Step 3: Get the Gift in the Mail… Fast
Once someone converts, be prepared to get the gift in the mail fast. It’s a good idea to pre-package the gift and then slip in a personalized message (essential for proper ABM) right before you seal the package.
If you’re sending a book or other physical media you can always opt for a low-cost USPS media mail send. But Priority Mail, UPS, or FedEx with tracking are probably the better option for these high-value contacts. It gives you more control over when the delivery happens, which allows you to automate the follow-ups in the next step.
Step 4: Follow-Up!
Once the gift is in the mail, it will hopefully take less than a week to make its way to your ABM target. With that in mind, have a schedule for following up. Part of it should be an automated drip email campaign that launches two weeks after the gift is in the mail. It may also involve sales calls to their business number. (Don’t abuse that personal/private number they may have given you for shipping!)
Just make sure each step in the follow-up provides value. You can provide additional resources or give them insights into the gift you sent them. If you can build that trust, it will go a long way to converting them later — or getting them to convert on their own immediately.
Photo via https://unsplash.com/photos/fb7yNPbT0l8