Using Direct Mail To Move Prospects Through Your Funnel

Salespeople use direct mail to move their prospects through their sales funnel but how does that impact the business? Let’s talk about that in this episode.

Nick Runyon loves everything about marketing. He started out promoting his parents’ and friends’ business and ever since he’s been fascinated by connecting people with problems to people who have solutions.

Direct mail defined

Traditionally, direct mail has included letters, solicitations, and mailboxes. These can be personalized for marketing messages and are called tactile marketing. Nick started personalized direct mail when he needed to reach out to a gentleman with a portfolio of assets who had an interest in their mission. It was difficult to connect with billionaires but Nick was able to.

Without much information, Nick was able to get his location and send him a package that included his book. Nick wrote a personal message in that book and called the gentleman fifteen minutes after he got the notification that his parcel was delivered. That got him a meeting. He was invited for lunch and they were able to build a business relationship. That is the power of direct mail. People want to know that they matter and this is an opportunity to go beyond marketing automation.

Tactile marketing automation

Tactile marketing is the coordinated and personalized orchestration of your digital and tactile efforts coming together. While email has an open rate of 1-2%, direct mail show a higher rate of 2-4%. When efforts are coordinated and worked in a timely way, sales reps can capture a person’s attention and move the conversation forward.

Effective implementation starts with the identification of your ideal customer profile and you only mail people who fall under your customer category. Direct mail isn’t just about sending, it’s about giving personalized, valuable, timely, and intentional solutions to your target customers. You can also use traditional principles of marketing and incorporate them into your present strategies.

“Using Direct Mail To Move Prospects Through Your Funnel” episode resources

Connect with Nick Runyon via his LinkedIn account and visit his website.

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Audio provided by Free SFX and Bensound. Other songs used in the episodes are as follows: The Organ Grinder written by Bradley Jay Hill, performed by Bright Seed, and Produced by Brightseed and Hill.

Mentioned in this episode:

HubSpot and bluëmago | STUDIOS

HubSpot and bluëmago | STUDIOS hubpspot.com/marketers bluemangostudios.com

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