When used selectively, direct mail is still a viable means of getting the attention of key decision makers within your most valued accounts. Multi-channel marketing utilizes a variety of marketing strategies to engage a target audience and direct mail is an integral piece. No longer a mass marketing device, direct mail is now most effective when used in strategic situations.

Account Based Approach

Direct mail pieces are best used on a select group of key accounts. Narrow down your top ten accounts and compile comprehensive contact information for all decision makers and influencers. These types of pieces should be personalized, educational and heavily branded. Make sure they contain some kind of call to action that drives further interaction and provides insight into their possible fit with your company. Put your knowledge of their company and it’s needs on display with messaging tailored specifically for them.

Exclusive Offers

When you have identified a key decision maker from a target company through digital means, you may consider sending a flashy mail piece with an exclusive, personalized offer. Research your target to determine which of your products or services would be most useful to them and establish an offer that provides real value. This can also be used on current clients as a means to upsell additional services or renew contracts.

Low Digital Engagement

When your target audience stops engaging with your content or gets stuck somewhere in the middle of your funnel, a well crafted direct mail piece can reestablish the lines of communication. Pay close attention to which pieces of content they’ve previously interacted with and craft your mail piece around a similar subject matter.

Relationship Building

Holidays, company anniversaries, events and charitable efforts are great ways to engage with your target audience and connect with them on a more personal level. A direct mail piece provides a physical representation of your sentiment and can be much more powerful and effective than an email. Be sure your information is accurate and that your subject matter is appropriate for your audience. 

Founded in 1990, Winn Technology Group is a leading provider of global, multi-channel marketing solutions for the technology industry.   For both direct and channel sales, Winn supports demand creation, account-based marketing, channel management, digital marketing, social media, teleprospecting, lead nurturing, event marketing, database services, and inbound response management.