Since much of our world is digital, it’s often overlook as a successful marketing activity. However, direct mail can be an integral part of the account-bas marketing (ABM) camp, providing another avenue for creating its multi-touch strategy. Even better, today you can even measure its results.
Consider the following factors and strategies when implementing a direct mail strategy as a component of your ABM campaign.
Consider Your Customers
Like any marketing strategy, you want to get the best return on your investment. When developing the direct mail component of your ABM campaign, there are several things to consider.
Life cycle stage
Every email you send uses up your marketing budget. To maximize your impact, you’ll want to consider your customer’s lifecycle stage when determining what to send and how much to spend.
If the lead is new and hasn’t shown a high level of engagement armenia phone number library in your digital efforts, a postcard might be the best way to draw them in. Or, if they’re a potentially huge customer, or already one you want to retain, consider sending them a personaliz gift or package.
industry
Direct mail is hard these days if you’re B2B. With so many people working from home, we no longer know where they show up on a daily basis. If your executive works in an industry that requires them to be in the office, direct mail is a good strategy. But if they’re still unsure about working from home, try using a virtual gift card.
Personalization
If you’ve read any of the ABM blogs by now, you know it’s all about personalization. From using smart fields and personalization tokens to displaying images of your logo or brand identity, there are a variety of ways to make your ABM materials speak directly to your ideal audience.
Direct mail is no different. For example, your sales team can Produkty Vedl Značky Ke Spolehlivé Tvorb send a handwritten note that directly addresses a prospect’s challenge or references a specific conversation they’ve shar . Going a step further, you can customize the swag you send. Instead of sending everyone a mug with your logo on it, send a gift that relates to their hobbies or interests. Let’s say your ideal client is interest in wine. Send them a bottle of their favorite bottle or a gift card to attend a virtual tasting host by a renown sommelier.
Combining with other efforts
Account-bas marketing is a bit like dodgeball, your ideal prospect aleart news is the kid who remains on the other team while your team focuses on hitting him from all sides. ABM is not just one marketing effort, but a combination of strategies that get your customers to see your company in ads, receive emails from your team, and a million other ways to connect with other people these days.
Direct mail is just one of many strategies you can use to attract and convert your ideal customer profile (ICP) into customers. When defining your strategy, plan accordingly so that direct mail and other touchpoints arrive at different times. One type of outreach may be more effective than others for a specific audience or industry, so always evaluate and adjust bas on what you learn from each ABM sprint.
