In this video we’ll discuss timing when it comes to direct mail campaigns. Oftentimes marketing teams spend a large chunk of their budget at the acquisition stage of the funnel, but the ROI can be less than stellar. One of the most impactful use cases for direct mail comes at the opportunity stage, or further along down the funnel. Since the prospect is already familiar with your brand, you eliminate the need to generate awareness and education focused pieces, and can focus on helping the prospect make a decision on your product. This approach can significantly decrease your direct mail spend, whilst increasing ROI.
“Hey everybody, Matt Amundson here with another Modern Marketing Tip.
So today we’re going to talk about direct mail. Now a lot of people are using direct mail as a part of their new lead acquisition programs. But that becomes very expensive if people don’t know who you are or aren’t interested in what you’re selling at that time.
So a great way to use a direct mail platform like a Sendoso is at the opportunity level to help you with deal acceleration.
These are accounts that you really care about and you want to help sort of grease the wheels so that they transact a lot faster.
So if you’re doing direct mail down at the bottom of the funnel you’re going to have a much bigger impact on revenue from a marketing perspective.”
Related: Learn how to operationalize ABM using modern marketing tools like EverString, Sendoso, Marketo, and others.