12 B2B Direct Mail Examples to Boost your Pipeline
May 19, 2020
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%. 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 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.
Other goals include:
brand awareness (normally with cheaper offers)
warm up cold leads
generate webinar registrations
invite prospects to your booth at a tradeshow
reactivate lost opportunities
follow-up after an event
To run a direct mail campaign, you first have to pull a list of sales-approved contacts from target accounts. 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. Here we dive into some of the best direct mail campaign examples we’ve seen in our many years of running these programs. Learn the detailed steps to build your direct mail campaign here.
1. Branded Wine Kit for Decision Makers
The goal for this campaign was to generate qualified meetings. Intellimize targeted mid to senior level roles within the Ideal Customer Profile of their target accounts. The mailer included a branded cork wine kit, neatly placed within tissue paper with a 5x7 one pager and 5x7 note from the CEO. All packed inside a full-color, custom branded box and shipped to the recipient’s office.
Incentive: Note from the company's CEO contains an incentive for a nice bottle of wine if they end up connecting over the phone.
2. Handmade Biscotti + Nutella
The goal for this campaign was to generate qualified meetings with senior-level roles. Alloy targeted roles with a title of Director or higher within the ideal persona of their target accounts list. The mailer included a bag of 12 locally-sourced, handmade biscottini with a 7.7 oz Nutella jar neatly placed within tissue paper, and a one-pager. All packed inside a full-color, custom branded box and shipped to the recipient’s office.
Incentive: Upper flap of the box and one pager contain an incentive for a $50 Amazon gift card if prospects take a 30-minute demo.
3. Popcornopolis and Branded Playing Cards
The goal for this campaign was to generate qualified meetings. Intellimize targeted mid to senior level roles within the ICP of target accounts that were up for renewal with a competing service. They sent a themed “gambling” box with the message of “don’t gamble with your web conversion strategy”, it included branded playing cards and two Popcornopolis cones neatly placed within tissue paper, with a one-pager. All packed inside a full-color, custom branded box and shipped to the recipient’s office.
Incentive: Note from the company's CEO contains an incentive for a popcorn machine (for the office) if they end up connecting live.
4. Lavazza Coffee and Handmade Biscotti
The goal for this campaign was to generate qualified meetings. Intellimize targeted executive level roles within the ICP of their target accounts. This specially constructed mailer included a bag of premium Lavazza coffee with 6 locally-sourced, handmade biscottini, and 8x11 one pager. All packed inside a full-color, custom branded box and shipped to the recipient’s office.
Incentive: Note from the company's CEO contains an incentive for a nice bottle of wine if they end up connecting live.
5. Bag of Bequet Caramels
The goal for this campaign was to generate qualified meetings. Alphonso targeted mid to senior level roles within the ICP of their target accounts. The mailer included a bag of deluxe Bequet caramels neatly placed within tissue paper, and a one-pager. All packed inside a full-color, custom branded box and shipped to the recipient’s office.
Incentive: Upper flap of the box contains an incentive for a $50 Amazon gift card if they take a 30-minute demo.
6. Tradeshow Invitation
The goal for this campaign was to book qualified meetingsat an upcoming trade show. SaaSMQL targeted roles within our ICP of accounts who were signed up to attend a trade show where we were a sponsor. The mailer was a custom invitation that came with a branded poker chip, so that the prospects could cash the chip in at our booth for a nice gift.
Incentive: Stop by our booth at the trade show with your poker chip for a VIP gift.
7. Tile Mailer
The goal for this campaign was to generate qualified meetings. Okta targeted IT directors and managers within the ICP of their target accounts. The mailer included a tile tracking device to spark more meeting requests, fit nicely in a branded full-color box with a one pager.
8. Branded Chocolate Trio
The goal for this campaign was to generate qualified meetings. SaaSMQL targeted mid to senior level roles from SaaS companies that had recently raised a new round of fundings and had an open position for a senior Demand Generation role. This mailer took the form of a full-color custom printed folder/brochure, with an envelope inside revealing 3 branded Belgian chocolates.
Incentive: Upper flap of the brochure portion contains an incentive for a $50 Amazon gift card if they take a 30-minute demo.
9. Popcorn Webinar Invitation
The goal for this campaign was to gain registrants for an upcoming webinar. SaaSMQL targeted key subscribers from our email list, as well as qualified prospects from target accounts. The mailer was a simple foldable, full-color invitation with one popcorn packet attached, asking recipients to register for our upcoming webinar.
10. Apple Watch
The goal for this campaign was to generate qualified meetings. Proofpoint targeted executive level roles within the ICP of their target accounts. The mailer had a theme of “It’s Time”, with a custom box revealing a picture of an Apple Watch printed on the tray.
Incentive: If the prospect takes a 30-minute demo, they will receive an Apple Watch as a thank you for their time.
11. Travel-Themed Mailer
The goal for this campaign was to generate qualified meetings. TravelBank targeted mid to senior level roles within the ICP of their target accounts. The mailer was travel themed, containing a branded travel wallet and one pager. All packed inside a full-color, custom branded box and shipped to the recipient’s office.
Incentive: Upper flap of the box contains an incentive for a $50 Amazon gift card if they book a 30-minute demo.
12. Multi-Channel Strategy: LinkedIn Ads + Gift Box
The goal for this campaign was to generate qualified meetings. Legion targeted mid to senior level roles within the ICP at enterprise companies - specifically large QSR fast food and retail chains. The campaign started with targeted sponsored content ads on LinkedIn, to warm up the audience. Then, two weeks later, a gift box was sent to the decision makers from the target account list. This mailer took the form of a large, branded statement box that arrives at the prospect’s desk, colorful and eye-catching. Inside there is a branded glass box of caramels, one pager, and faux Visa gift card to incentivize the prospect to take a demo.
Incentive: Box contains a faux Visa gift card with the incentive for a real $50 Visa gift card if they book a 30-minute demo.
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