7 Strategies for Using Direct Mail to Stand Out and Land Meetings
These direct mail strategies will help you get the attention of prospects and book meetings.
Cold Email and Cold Call Response Rates Are at a Low
Clearbit says the average cold email reply rate is less than 1%. At the same time, the average cold call conversion rate is 1.48%, according to Gong.
Cold call pickup rates are at an all-time low, and prospects are inundated with emails daily. Writing personalized messaging that resonates with the recipient of your email sets your message apart from other impersonal emails. But even with the move toward personalization, establishing quality connections with prospects can still be a challenge.
Direct Mail is the Salesperson's Solution to the Unopened Email
Sendoso reports that webinars increased by more than 1,000% during the pandemic, marketing emails increased by 62%, and sales calls increased by 28%.
Direct mail gives you an advantage over the multiple unopened emails sitting in prospects' inboxes or trash folders. While direct mail has both a manual component and costs associated with the mode of communication, these factors contribute to the fact that there is a smaller volume of direct mail sent than emails. With direct mail, you can grab your prospects' attention with creative ideas that fall outside the norm.
Owler's December webinar discusses the advantages of direct mail and how it can lead to real results in your sales efforts.
Jason Bay (CEO x Founder of Outbound Squad) joined Kris Rudeegraap (CEO at Sendoso), Dale Dupree (Founder at The Sales Rebellion), and Jesse Scott-Rosenbluth (Director of Sales at Owler) to chat.
Rudeegraap calls direct mail a "pattern disrupt," in contrast to its digital counterpart. There is a level of psychology that comes into play with pattern interrupts. Direct mail also plays on each human's sense of curiosity, according to Rudeegraap.
7 Key Strategies to Incorporate Into Your Sales Process Are:
Creating pattern disrupts & personalization.
Supplementing direct mail with phone, email and social media contact.
Considering the user experience in direct mail and gifting.
Thinking about who you should target.
Leveraging sales triggers in your workflow.
Using creativity as a superpower.
Deciding when and how to follow up with prospects after they receive direct mail.
Get Creative When Sending Direct Mail
Differentiate yourself from others by expressing your creativity. Don't be afraid to think outside of the box when choosing the messaging to send your prospects. Consider the user journey as you decide what you should send in the mail and how you can go with something that would create an experience outside the typical experience a mail recipient would have.
Where Should You Send Direct Mail (Home Vs. Office)?
With the shift to remote work since the pandemic's start, sending mail to someone's home has become more common. Request that your prospect confirm their mailing address if you are uncertain whether to send mail to an office address or residence.
Know Your Why for Sending Direct Mail
Your entry point for connecting with a prospect can be sending a thoughtful gift. Scott-Rosenbluth says, "relevance in your gift" helps demonstrate that the mail a prospect receives is not random but personalized to them. Prioritize accounts and consider what your sales trigger will be. Go deeper by tracking similar prospects to view the overall market and leadership change among other areas of research in your approach.
Dupree adds that as a salesperson, you should reframe the way you think of people you contact. Rather than simply referring to them as "targets," think of them as people you serve.
He also mentions how sequence campaigns can help your business accommodate prospects while scaling your process to make it doable for you regardless of the size of your sales team.
If you direct or are a part of a sales team looking to cut through the clutter, opt for direct mail. This underutilized method of reaching your ideal customers will prove to be a valuable aspect of your overall sales plan. View this blog to learn how Owler's Instant Insights can be used as sales triggers and integrated into your overall sales outreach strategy.
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