B2B Marketing Blog

How To Plan, Execute & Measure a Direct Mail Campaign

By Alexis Getscher
Jan 9, 2017
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In the closing months of 2016, we wanted to run a campaign that would impact sales opportunities and help our sales team have a great Q4. We decided on a direct mail campaign.

Marketers are flooded with daily emails and it’s hard to rise above the noise. Direct mail can set your company apart. Although it’s easy to overlook offline campaigns because they’re notoriously hard to track, omnichannel attribution simplifies the process.

Below, learn how we planned, executed and measured our most recent direct mail campaign.

Direct Mail Box.png

Planning

We began by working with the sales team to decide which accounts we’d be sending a mailer to. Since we wanted to have the most impact on sales opps, we used predictive account engagement scoring and account grade to build a list of qualified, warm contacts.

That large list was given to our AEs to narrow it down to who they thought were the 200 best contacts.

Next, the marketing team planned out a themed box that would be mailed to each contact. It was the beginning of December, weather was cold, and the holidays were in full swing, so we ran with that theme.

We developed a list of presents for coworkers, attached some candy canes for sharing around the office, and included an Amazon gift card to purchase said gifts. The key here, and how we set this campaign apart from a brand awareness campaign, was that in order to receive the actual amount listed on the gift card, the contact had to complete a demo with our team before Jan. 1.

Execution

We worked with a printing company, PFL, to orchestrate the production and distribution of the boxes.

Prior to shipping, we coordinated an email sequence with our AEs. On Dec. 12, the day the boxes shipped, our AEs sent an email to all recipients encouraging them to keep an eye out for something in the mail.

direct mail campaign

A follow up email was sent a fews days later and then a final email was sent the following week. AEs called the contact after the second and third emails.

The mailer, plus the follow up, allowed our AEs to have better interactions with prospects.

“It was a more personal approach than just a phone call or email and I felt like people were a lot more relaxed and shared more than usual,” said Justin Mukai, Bizible AE.

Tracking/Results

Included in the box was a unique URL for the recipients to type in, hit a landing page specific to the campaign, and request their demo. This was an easy way for us to track how many booked demos were a direct result of the mailer campaign.

Additionally, we set up an “offline media” salesforce campaign to track the box as a touchpoint. This allowed us to measure the results even if the contact didn’t book through the URL, and instead booked through an email or a phone call with the AE.

Creating the campaign in Salesforce allows us to track touchpoints and revenue through a W-shaped attribution model.

direct mail campaign

We ended up mailing 178 boxes of which, 151 were accurately delivered, 27 returned to sender, and 15 demos were scheduled. Of the 15 scheduled, 12 were from the unique mailer URL and 3 were from emails or phonecalls with AEs regarding the mailer.

Mailed to Delivered Rate: 84.9%

Delivered to Demo Scheduled Rate: 9.9%

Delivered to Opp Rate: 4.6%

Learnings

So far, we’ve booked 15 demos that could lead to thousands of dollars in revenue, much more than the cost of the campaign itself. We’ll use our attribution software to continue tracking the campaign to see exactly how much revenue is driven from these demos in the coming months.

In the meantime, we definitely learned a few things that we can improve in our next direct mail campaigns.

Verify addresses before we send

Of the boxes we sent, 15% were returned to sender due to incorrect shipping address. In the future, we will reach out to the contact, prior to mailing, to have them verify their address. Another option is to send a postcard to the address and see if it gets returned. Adding this additional step will help us to waste less money on shipping, improve our outreach accuracy and potentially help us book more demos as more prospects would be receiving our direct mail.

Use a package tracking code

We didn’t track our shipping with this effort, so we were unaware when boxes arrived to contacts. Because of this, some of our outreach was premature and contacts responded saying they had yet to receive a box. In the future, we’d pay extra for the tracking codes so we know exactly when to call or email the recipients. 

Additionally, we could always improve our call and email sequences. Overall though, we consider this campaign a success and look forward to perfecting our direct mail campaign process in the future.

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