I remember when I was a freshman in college, Starter snap back hats were all the rage. Everyone had one for some sports team.
The funny thing about these hats is they were popular in the 1990s, went out of style, then resurfaced 20 years later.
Like throwback starter hats, marketing strategies constantly become outdated then resurface. One strategy that seems outdated but needs to be getting more attention these days is direct mail.
Direct mail marketing is the act of sending physical mail to your prospects. The goal is to schedule a meeting by surprising and delighting them.
This strategy has been a huge success for my organization. I wanted to share why the strategy is so powerful, and you should start adopting it for your business.
Direct Mail Stands Out
Direct mail allows your marketing material and company to get noticed.
In a crowded digital world, marketers can have trouble standing out and getting their message across. Your emails get lost in crowded inboxes. Your advertising blends into web pages.
However, not that many people are sending physical mail to your prospect’s desk. The odds of your prospect engaging with you is much higher.
Direct Mail Provides Value
Has someone ever done a favor for you, and you felt compelled to return the favor in some way? That’s the psychological principle of reciprocity in action.
Reciprocity is when someone does something for us, we feel compelled to return the favor.
Direct mail is so powerful because it taps into this principle. If we send thoughtful gifts to our prospects whether its food, a bottle of wine, or a coffee mug from their alma mater, they will think it’s thoughtful and feel compelled to return the favor in some way.
When we follow up on our gifts and ask to set up a meeting, they’ll feel compelled to take that meeting.
You’re in control of who receives the mail
Direct mail focuses your marketing on accounts and decision makers that could actually be clients.
We can’t control who requests demos, clicks on our ads, or downloads our guides on our website. When marketing to the masses, budget can be wasted on the wrong accounts or people who can’t make decisions to buy your service.
By carefully choosing which accounts and contacts we send direct mail to, we can focus our time and money on the people that matter. If they agree to a meeting, they’re more likely to be sales qualified and become a customer.
Your team will be focused on the right people instead of chasing leads that ultimately won’t be qualified.
We saw a 238% ROI in 2018 direct mail campaigns to date.
We tried many different direct mail campaigns. Ultimately, sending cookies to prospects was our most successful campaign.
We’d send cookies on behalf of our Business Development Reps, and they’d follow up asking their prospects if they received their cookies.
We noticed the cookies just gave us an opportunity for the prospects to hear us out and understand how we can help them. A lot of times when we’re outbound prospecting, prospects won’t even listen to what you’re saying because they feel like they’re being sold to.
When we were sending mail to best-fit accounts, they more often than not saw the value we were providing and agreed to continue the conversation.
Although other digital efforts were producing more leads, they weren’t as qualified.
Having a strict focus on best-fit accounts ensured we were talking to the right people and allocating our marketing budget towards accounts that would be great customers.
Won’t these campaigns be expensive?
You will pay more per contact for these campaigns. However, you need to think about the return on investment. If we could generate at least five opportunities in a campaign, the return would well exceed the cost of the campaign.
Also because you can choose which accounts you send to, this campaign can lead to higher-value opportunities.
You have to understand how your business works, who you sell to, and if the numbers make sense.
Who knows what’s next to resurface?
Direct mail marketing is not the only strategy that we’ll surface, but the key is getting ahead of the curve while the strategy is still creative and not many companies are utilizing it.
Yes, this strategy may seem outdated, but it works. Try incorporating direct mail into your strategy and see if it can be a new channel for your business.