Given the special nature of a direct mail package, it’s no wonder the average response rates are higher than email. Receiving a nice gift right at your desk in the middle of the work week is memorable, and shows that the sender made the effort to do something different.
We receive an average of 121 emails a day, which can make it difficult to have a real impact in account-based marketing using only email outreach (especially considering cold outreach emails can get filtered or go to spam). Given the special nature of a direct mail package, it’s no wonder the average response rates are so much higher than email, with direct mail seeing 4.4% and email only 0.12%. Direct mail is a form of outbound marketing and direct marketing, offering a tangible, high-impact alternative to digital channels. One of the simple reasons why direct mail campaigns are critical for ABM success is that receiving a nice gift right at your desk in the middle of the work week is memorable, and shows that the sender made the effort to do something different.
There are many different goals your company can accomplish with direct mail. The most common is to generate qualified meetings and convert Marketing Qualified Leads (MQLs) into opportunities. These mailers have a clear call-to-action (CTA) to book a demo, and usually come with an incentive, such as a gift card. This kind of direct mail campaign must be followed by an email campaign to follow-up with the contact after they receive the box. When measuring success, it’s important to track the exact number of mail pieces sent and responses received to accurately calculate conversion rate and response rate.
Additional gains from running a direct mail program include:
To run a direct mail campaign, you first have to pull a list of sales-approved contacts from target accounts. Building or purchasing mailing lists helps ensure you reach a targeted audience. Warm them up with a few emails before the box is shipped, and then follow up with at least 3 more emails once they are delivered - reminding them of the incentive. Build a “demo request” landing page for each campaign and include the link in the one-pager or box flap, as well as in the follow-up emails.
With years of experience executing direct mail campaigns for B2B SaaS companies, SaaSMQL has the expertise and systems to help you turn creative ideas into pipeline results. We cover strategy and execution while ensuring your campaign is optimized to deliver ROI. In b2b direct mail marketing, monitoring campaign cost and aiming for high ROI is essential. If you’re interested in having us orchestrate your next pipeline-boosting program. Contact Us
Let’s be real—with everyone’s inbox overflowing and social media feeds packed tighter than a Black Friday sale, direct mail marketing is like a breath of fresh air that actually works! When you send physical marketing materials straight to your potential or existing customers, you’re creating something they can actually hold in their hands and make a more personal connection with. This kind of approach makes your brand much more memorable than yet another digital ad they’ll scroll past in two seconds flat.
Here’s the thing about today’s digital world—it’s very noisy! That’s exactly why incorporating direct mail into your overall marketing strategy and process flow is such a game-changer for generating leads, building real relationships and keeping your brand top of mind like their favorite song. Whether you’re looking to boost brand awareness, show some love to your existing customers or reach new faces who’ve never heard of you, properly executed direct mail campaigns give you the chance to literally put your message in the hands of your most valuable contacts. And when you combine the power of physical mail with your digital marketing efforts? That’s when the magic happens—you’re maximizing your reach and keeping your brand top of mind with everyone who matters to your business.
As we mentioned, digital channels getting more crowded every day, so there’s no doubt that B2B direct mail offers some pretty awesome benefits that’ll make it an essential part of your modern marketing strategy. One of the biggest wins? The ability to target high value accounts and decision makers with messages that feel personal and relevant to them. In a world where everyone’s inbox is absolutely stuffed, direct mail campaigns help your business stand out by delivering something physical that feels exclusive and thoughtful.
Direct mail marketing campaigns are proven to increase customer engagement and foster more meaningful interactions, which means you’re actually moving prospects through your sales pipeline instead of just hoping they’ll notice you. Resonating with your target audience by creating messaging that’s tailored specifically for them can build stronger relationships and show the value your business provides.
Another great benefit of Direct mail is it’s also super effective when used alongside other marketing strategies, like account based marketing, to create this cohesive multi-channel approach that maximizes your ROI.For B2B businesses, direct mail isn’t just about sending mail—it’s about creating memorable and unique experiences that actually drive action, foster real loyalty and ultimately maximize opportunity for your sales team. We won’t lie, it takes a bit more effort than firing off another email blast, but the results speak for themselves!
With businesses spending billions on digital ads that often get ignored or blocked, it’s becoming more important to re-evaluate and refine our marketing strategies. This is why the request for higher quality Direct mail campaigns is on the rise.
For businesses that want to connect with their audience in a more meaningful and effective way, several types of direct mail campaigns can be used to reach and engage your target customers. When used creatively, each of these formats can offer unique benefits to fit specific marketing goals:
By choosing the right type of direct mail campaign for your business and audience, you can increase engagement and get better results from your marketing efforts. Direct mail boxes in particular outperform postcards, newsletters and brochures because they offer a memorable branding experience.Postcards and brochures are common direct mail formats but get discarded because of lack of compelling incentives or personalization. Direct mail boxes offer a powerful tool by combining high quality packaging, personalized marketing messages and thoughtfully selected gifts to introduce a brand and the uniqueness of their service. This approach grabs attention but also builds emotional connections resulting in higher response rates and stronger customer relationships.
Studies show that direct mail campaigns featuring custom boxes can achieve response rates of up to 9% compared to traditional postcards which average 4.25%. In today’s digital age, using direct mail boxes is a effective way to generate qualified leads and boost brand engagement making them a standout in B2B direct mail marketing campaigns.
Direct mail has become a secret weapon for ABM teams to break through the noise and create memorable, personalized experiences. Each of the 17 examples you’ll see here showcases a real direct mail marketing campaign and marketing campaign we’ve executed for our clients. We covered creative conceptualization and full execution, ensuring each campaign delivers lasting good impressions and results. Furthermore, each campaign featured here is part of our proven methodology for integrating direct mail into ABM strategies for SaaS companies.
Here’s what SaaSMQL delivers for each campaign:
By applying the key takeaways from each direct mail marketing campaign, you can optimize your next campaign for even better results.
Goal of the Campaign: Generate qualified meetings.
Who the Company Was Targeting: C-suite and other senior decision makers within the Ideal Customer Profile of their target accounts.
What Was Included in the Direct Mail Box: A branded cork wine kit, a 5x7 one-pager, and a 5x7 note from the CEO, all packed inside a full-color, custom-branded box.
Why the Box Design Was Influential: The wine kit and note from the CEO gave a personalized and high-value impression, making the recipient feel special and valued. The personalized note from the CEO also helped build rapport with recipients, fostering a stronger connection.
Incentives Included: The note from the CEO included an incentive for a nice bottle of wine if they connected over the phone.
Goal of the Campaign: Generate qualified meetings.
Who the Company Was Targeting: Director or higher roles within the ideal persona of their target accounts list.
What Was Included in the Direct Mail Box: A bag of 12 locally-sourced, handmade biscottini, a 7.7 oz Nutella jar, and a one-pager, all packed inside a full-color, custom-branded box. The one-pager was tailored to address the specific pain points faced by potential clients in the target accounts, highlighting how the company's solutions could help overcome their unique challenges.
Why the Box Design Was Influential: The inclusion of high-quality, locally-sourced items showed attention to detail and care, making the package memorable.
Incentives Included: The upper flap of the box and one-pager included an incentive for a $50 Amazon gift card if prospects took a 30-minute demo.
Goal of the Campaign: Generate qualified meetings.
Who the Company Was Targeting: Mid to senior-level roles within the ICP of target accounts that were up for renewal with a competing service.
What Was Included in the Direct Mail Box: Branded playing cards, two Popcornopolis cones, and a one-pager, all inside a themed “gambling” full-color, custom-branded box.
Why the Box Design Was Influential: The gambling theme of “don’t gamble with your web conversion strategy” was clever and memorable, drawing attention to their message. The inclusion of branded playing cards introduced a board game element, making the campaign more interactive and memorable for recipients.
Incentives Included: To learn more about the campaign Intellimize worked on with us you can read their case study here.
Goal of the Campaign: Generate qualified meetings.
Who the Company Was Targeting: Executive-level roles within the ICP of their target accounts.
What Was Included in the Direct Mail Box: A bag of premium Lavazza coffee, six locally-sourced handmade biscottini, and an 8x11 one-pager, all in a full-color, custom-branded box.
Why the Box Design Was Influential: The premium coffee and biscotti catered to executives’ tastes, making the package feel luxurious and thoughtful. The custom-branded box reinforced the company's brand, helping recipients remember the brands involved and increasing overall brand recognition.
Incentives Included: A note from the CEO included an incentive for a nice bottle of wine if they connected live.
Goal of the Campaign: Generate qualified meetings.
Who the Company Was Targeting: Mid to senior-level roles within the ICP of their target accounts, with a focus on accounts that had a history of relevant purchases.
What Was Included in the Direct Mail Box: A bag of deluxe Bequet caramels and a one-pager, all packed inside a full-color, custom-branded box.
Why the Box Design Was Influential: The deluxe caramels added a sweet touch and personal feel, likely appealing to the recipients’ indulgent side.
Incentives Included: The upper flap of the box included an incentive for a $50 Amazon gift card if they took a 30-minute demo.
Goal of the Campaign: Book qualified meetings at an upcoming trade show.
Who the Company Was Targeting: Roles within the ICP of accounts signed up to attend a trade show where they were a sponsor. The campaign specifically targeted a market segment of potential customers attending the event, focusing on the needs and interests of this market.
What Was Included in the Direct Mail Box: A custom invitation with a branded poker chip.
Why the Box Design Was Influential: The poker chip was a fun and interactive element, encouraging recipients to visit the booth.
Incentives Included: The poker chip invited recipients to stop by the booth at the trade show for a VIP gift.
Goal of the Campaign: Generate qualified meetings. The campaign aimed to convert recently funded companies into new customers.
Who the Company Was Targeting: Mid to senior-level roles from SaaS companies that had recently raised a new round of funding and had an open position for a senior Demand Generation role.
What Was Included in the Direct Mail Box: A full-color custom-printed folder/brochure with an envelope inside revealing three branded Belgian chocolates.
Why the Box Design Was Influential: The branded chocolates provided a luxurious, memorable experience, indicating attention to detail and quality.
Incentives Included: The upper flap of the brochure contained an incentive for a $50 Amazon gift card if they took a 30-minute demo.
Goal of the Campaign: Gain registrants for an upcoming webinar.
Who the Company Was Targeting: Key subscribers from the email list and qualified prospects from target accounts.
What Was Included in the Direct Mail Box: A simple foldable, full-color invitation with one popcorn packet attached. The invitation featured dynamic content tailored to the recipient's interests, making the message more engaging and relevant.
Why the Box Design Was Influential: The popcorn packet added a fun, engaging element to the invitation, likely increasing interest in the webinar.
Goal of the Campaign: Generate qualified meetings.
Who the Company Was Targeting: Mid to senior-level roles within the ICP of their target accounts.
What Was Included in the Direct Mail Box: A branded travel wallet and a one-pager, all packed inside a full-color, custom-branded box.
Why the Box Design Was Influential: The travel-themed items were practical and connected with frequent business travelers, aligning well with the target persona. The messaging and contents were also tailored to the recipient's stage in the buying process, ensuring relevance whether they were early in their research or closer to making a decision.
Incentives Included: The upper flap of the box contained an incentive for a $50 Amazon gift card if they booked a 30-minute demo.
Goal of the Campaign: Generate qualified meetings.
Who the Company Was Targeting: Mid to senior-level roles within the ICP at enterprise companies, specifically large QSR fast food and retail chains.
What Was Included in the Direct Mail Box: A large, branded statement box with a branded glass box of caramels, a one-pager, and a faux Visa gift card. The one-pager included a link to a dedicated website landing page where recipients could learn more about the offer and take action.
Why the Box Design Was Influential: The combination of LinkedIn ads followed by a branded gift box created a cohesive multi-channel approach, warming up leads before the package arrived.
Incentives Included: The box contained a faux Visa gift card with the incentive of a real $50 Visa gift card if they booked a 30-minute demo.
Goal of the Campaign: The goal was to generate qualified meetings with high-value enterprise accounts and build a strong sales pipeline for Pelago.
Who the Company Was Targeting: The campaign targeted decision-makers at enterprise-level organizations within Pelago’s ICP, focusing on industries that aligned with their services and values.
What Was Included in the Direct Mail Box: The box included an interactive blacklight flashlight, a creative and memorable item symbolizing Pelago’s core value proposition with the addition of some humor. A branded one-pager highlighted the company’s offerings, as well as a compelling call-to-action urging recipients to schedule a demo call.
Why the Box Design Was Influential: The blacklight flashlight was not just visually unique but served as a metaphor for how Pelago “shines a light” on hidden opportunities to improve processes within their clients’ businesses. The interactive nature of the gift added an element of surprise and curiosity, ensuring recipients would engage with the contents longer than typical mailers. This creative use of an interactive blacklight was a key part of Pelago’s direct mail efforts, designed to boost engagement and make the campaign stand out.
Incentives Included: The direct mail included a clear incentive in the one-pager and in follow-up messaging: recipients who scheduled a demo call were eligible for a special bonus, enhancing urgency and motivation to connect.
Learn more about Pelago’s success with this approach by reading through their case study.
Goal of the Campaign: The goal of the campaign was to enhance Rapid7’s ABM (Account-Based Marketing) strategy by booking more qualified meetings and achieving higher ROI (return on investment).
Who the Company Was Targeting: We targeted Rapid7’s the ICP accounts, we identified together using tailored account and prospect lists to engage cold accounts.
What Was Included in the Direct Mail Box: The branded gift box was custom-designed to represent Rapid7. It included a letter introducing the brand, a thoughtful one-pager highlighting Rapid7’s value proposition, and a clear call-to-action (CTA) to book a demo. The mailing process was carefully managed to ensure each box was delivered on time and made a strong impact on recipients.
Why the Box Design Was Influential: The boxes were carefully branded both inside and out, featuring a clever headline that caught attention and just enough information to generate curiosity. This design and messaging strategy made the outreach stand out, creating a lasting impression.
Incentives Included: Recipients were incentivized by being offered branded gift boxes only after expressing interest via email outreach campaigns, which encouraged further engagement. The CTA was specifically tailored with an amazon gift card incentive to drive demo bookings.
To learn more about the campaign Rapid7 worked on with us you can read their case study here.
Goal of the Campaign: Intsights wanted to replace their process of having to generate pipeline by in-person events, driving qualified opportunities and demos using an ABM (Account-Based Marketing) strategy.
Who the Company Was Targeting: The company wanted us to deliver warm contacts and decision-makers at target accounts identified through events, LinkedIn engagement, or other outreach.
What Was Included in the Direct Mail Box: The branded box featured a clear headline tailored to the recipient. Designed as a creative marketing toolkit, the package aimed to engage recipients by providing a curated set of resources to spark interest and fill gaps in their marketing efforts. Inside, it contained:
The messaging and visual design aligned with the broader ABM outreach.
Why the Box Design Was Influential: The personalized, branded box made a strong visual impact, grabbing the attention of the recipient. Additionally, the integration of the box’s theme with the email and LinkedIn campaigns created a cohesive and memorable multichannel experience. This personalized touch stood out in a digital-first campaign landscape.
Incentives Included: The direct mail included a clear incentive: recipients would receive a specific gift after scheduling and completing an introductory call, driving urgency and motivation for engagement.
To learn more about the campaign Intsights worked on with us you can read their case study here.
Goal of the Campaign: Side was looking to get the attention of top-producing real estate agents and create scalable pipeline opportunities using a cohesive ABM (Account-Based Marketing) approach combining direct mail with email outreach.top-producing real estate agents and create scalable pipeline opportunities using a cohesive ABM (Account-Based Marketing) approach combining direct mail with email outreach. email outreach.
Who the Company Was Targeting: Mainly high-performing real estate agents and brokerages—some of the busiest professionals in the industry—who Side sought to convert into qualified sales opportunities. The campaign specifically focused on reaching top prospects in the real estate industry to maximize engagement and conversion.
What Was Included in the Direct Mail Box:Side worked on two types of direct mail campaigns with us:
Each box also included a clear, concise summary of Side’s benefits and value proposition, along with a call-to-action encouraging recipients to schedule a meeting.
Why the Box Design Was Influential:
Box 1: The champagne themed box was curated for real estate professionals, appealing to their professional achievements (“Celebrate your success”). The classic design and tailored messaging ensured Side stood out and resonated on a personal level. The integration the campaign with follow-up emails helped create a cohesive, personalized experience, cutting through the noise and grabbing their attention.
Box 2: Rise & grind was tailored to resonate with ambitious real estate agents who align with a “morning grind” work ethic. The theme and thoughtful design directly appealed to the recipients’ busy, high-performing lifestyles. By connecting with their mindset and daily habits, the box established relevance and a personal connection
Incentives Included:
Campaign 1: An additional follow-up reward was promised to recipients who booked and completed an introductory call or product demo. This incentivized immediate action and provided a concrete reason to engage.
Campaign 2: The direct mail boxes in this campaign included thoughtful high value items in addition to an outstandingly clear CTA. The exclusivity and personalization of this campaign were the main drivers.
To learn more about the campaigns Side worked on with us you can read their case study here.
Goal of the Campaign: Verse aimed to generate qualified opportunities and drive demos by replacing the pipeline that was previously fueled by in-person events.
Who the Company Was Targeting: The company wanted to target decision-makers at ideal target accounts who could benefit from their AI + human-powered lead qualification service.
What Was Included in the Box: The direct mail box was fully branded inside and out, with clear messaging that highlighted the company’s value proposition. Designed as a mini toolbox of treats and solutions, the package included a summary of Verse’s product benefits, artisanal biscotti, and a call-to-action encouraging prospects to schedule a demo.
Why the Box Design Was Influential: The branded packaging and clear headline design stood out and captured the attention of busy decision-makers. This personalization added a human, memorable touch, helping Verse differentiate itself from digital-only outreach.
Incentives Included: The box included a call-to-action offering an additional incentive or reward to be sent after the recipient completed the initial intro call, encouraging prospects to engage further. To learn more about the campaign Verse worked on with us you can read their case study here.
Goal of the Campaign: The campaign aimed to open conversations between Openprise and target prospects where typical sales outreach had struggled, ultimately driving qualified opportunities and conversions for their ABM (Account-Based Marketing) program.
Who the Company Was Targeting: The Client targeted prospects at Ideal Customer Profile (ICP) accounts, focusing on stakeholders who could benefit from their RevOps Automation platform.
What Was Included in the Direct Mail Box: The branded direct mail box featured socks with witty messaging (“Are you getting cold feet with dirty data?”), a summary of Openprise’s value proposition, and a clear call-to-action. Recipients were invited to book an intro call.
Why the Box Design Was Influential: The box was branded both inside and out, leveraging Openprise’s logo and a bold headline. The design grabbed the attention of prospects while the witty message made the interaction memorable, tying the gift to the brand’s value proposition cleverly. The campaign also highlighted the importance of keeping prospect data up to date, showing that up-to-date information leads to more effective outreach and better business outcomes.
Incentives Included: The company incentivized recipients with an Amazon gift card to be sent after attending the initial intro call, reinforcing the value of engaging with their offering.
To learn more about the campaign Openprise worked on with us you can read their case study here.
Goal of the Campaign: Confident LIMS (Previously known as Confident Cannabis) aimed to engage 33% of its 250 target accounts (cannabis testing labs) and generate qualified sales opportunities by adopting an Account-Based Marketing (ABM) strategy that combined direct mail, cold email outreach, and follow-ups.
Who the Company Was Targeting: The campaign specifically targeted certified cannabis testing labs in North America to introduce Confident LIMS’s lab information management system.
What Was Included in the Direct Mail Box:
Why the Box Design Was Influential: The combination of branding, a clear headline, and a succinct value proposition summary ensured the package stood out, grabbed attention, and resonated with decision-makers. The cohesive branding across the direct mail and digital components (like the landing page) created a streamlined and professional experience, enhancing the perception of the product’s value.
Incentives Included: A follow-up call-to-action encouraged recipients to book a meeting within two weeks, with a promise of an additional incentive after completing the initial intro call. This helped drive urgency and boosted responses.
To learn more about the campaign Confident LIMS worked on with us you can read their case study here.
Get a more in depth look at how SaaSMQL has helped B2B companies like yours boost their pipeline with high-impact direct mail campaigns by browsing through our case studies, each serving as an example of a successful direct mail campaign.
SaaSMQL is an Account-Based Marketing agency that helps SaaS companies scale recurring revenue with high-impact multichannel campaigns.
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