We knew the offer had to be compelling enough for someone to go to our site and chat with us. We even had an entire webinar on this exact topic, which you can watch here. One of the biggest issues with direct mail campaigns is that it’s really hard to merge your offline direct mail campaigns with your online channels. So at the very least, we went from cold prospecting to lukewarm prospecting. This way when the direct mail arrived, the recipient was hopefully at least familiar with the Drift name. Small audience I know, but remember this was just a test ? To maximize brand awareness before we actually sent even one piece of mail, we ramped up our LinkedIn ads targeting these select 100 contacts. So, good little nugget to remember – always double check the address and confirm location via LinkedIn. People work from home, or at a different office than HQ or sometimes…the address in Salesforce is just plain wrong. Being a newbie to direct mail, I just assumed that the addresses tied to the contacts in Salesforce were the correct ones.īut, after one quick gut check, I quickly realized the challenge of direct mail. Now this is the part where I almost messed up the whole campaign. So all told, about 100 contacts were added to the campaign. We took 10 target accounts from each of our Enterprise sales reps, found 1 or 2 ideal contacts from each, and included them in our campaign. This step doesn’t often get the attention it deserves…but I learned firsthand how important a clearly defined and accurate list is pretty quickly. This way they’d experience the magic of conversational marketing first-hand and be intrigued enough to book a meeting After all, how many direct mail campaigns have you ignored over the last year and especially around the holidays? So to ensure the campaign actually lead to conversions (and didn’t just eat up our surplus budget), we prompted recipients to interact with our product. We knew just sending direct mail wasn’t going to be enough. Seems simple enough right? As it turns out, there’s a lot more to this campaign than meets the eye. We sent handwritten postcards to our target list that said: “Book some time, enjoy some wine.” If they followed the URL on the postcard and booked time with their rep, we sent them a bottle of wine. And we had a little bit of money leftover for experimental marketing…see where I’m going with this?īut with the holidays right around the corner, we didn’t have a ton of time for a full-on ABM campaign (personalized nurture plus direct mail plus BDR outreach plus LinkedIn etc.)įor your convenience I’ve condensed the campaign into 6 quick steps below, but here’s the general idea: He had a wish list of top prospects but wasn’t getting the response he wanted. Well, an idea and a small budget surplus… It all started with an idea from one of our Enterprise sales reps. Armed with nothing but sheer determination and a dream, we ventured into the uncharted waters of direct mail, hoping to make one last run at some of our most coveted accounts before year’s end. A few weeks ago I launched my first ever direct mail campaign.
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