s e s s e c o r M p B III 7 A t e r a h Direct mail in ABM P T Because of the focus on highly PFL, a direct mail vendor, people who receive “O ffers sent by mail are perceived as targeted lists of high-value prospects, packages are 10 times more likely to act when 24% more valuable than offers viewed direct mail has found a key role in asked for something in return. only on a screen. And mail boosted ABM programs. What kind of direct mail? ROI by 20% when used as part of Take information from sales conversations and an integrated campaign.” The more focused your ABM and the better your social profiles to identify things the prospect enjoys, account research, the higher value offer you can such as food, outdoor activities, travel etc. Then, U.K. Royal Mail, February 2015 deploy. A successful ABM dimensional mailing surprise and delight them with a direct mail package might cost as much as a hundred to a thousand that ties into their interests and a note that prompts dollars — enough to make a real impact. them to complete the desired behavior, whether it is to call you back or sign the contract. Pro tip Breaking through the noise: High-value and highly Many databases don’t include a postal personalized dimensional mail can also break Examples: address for contacts. You may have to through a noisy marketing landscape for senior • BT Global Services sent 100 Chief Security do some digging to find the right one. executives who may not download white papers or Officers an iPod Shuffle loaded with audio attend webinars. Think about how many emails interviews and security-related tracks you get each day compared to how many packages (Rescue Me, etc.). land on your desk. According to a Mail Print study, • Another B2B company sent C-level executives the response rate for targeted direct mail is 4.4% an iPad pre-loaded with personalized video — almost 40 times higher than email. content and white papers. • Ariba sent executives a remote-control Porsche Cognitive psychology: Direct mail engages the Boxster. To get the remote controller, they had to parts of the brain that have to do with visual and attend an event or take a meeting (a ‘give to get’). spatial information. Physical material is more ‘real’ • Inkling sends a package containing a die-cut to the brain and connects to your prospect’s printout of a gift, like an Amazon Echo, with a memory and emotional centers. Furthermore, note asking the prospect to take a demo to get sending a package to someone can increase the the real thing. likelihood they’ll respond to your other outreach; it • At Engagio, we send packages to new customers, gives you a reason to reach out, and according to thanking them for going on the journey with us. 76