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%. 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.
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. 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. If you’re interested in having us orchestrate your next pipeline-boosting program. Contact Us
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 real campaigns 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:
Goal of the Campaign:
Generate qualified meetings.
Who the Company Was Targeting:
Mid to senior-level roles 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.
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.
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.
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.
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.
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.
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.
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.
Why the Box Design Was Influential:
The popcorn packet added a fun, engaging element to the invitation, likely increasing interest in the webinar.
Incentives Included:
Not specifically mentioned.
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.
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.
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.
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.
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. 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.
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. Inside, there was 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.
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.
SaaSMQL is an Account-Based Marketing agency that helps SaaS companies scale recurring revenue with high-impact multichannel campaigns.
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