Question

Topic: Strategy

Program For Direct Mail

Posted by Anonymous on 12/16/2008 at 5:12 PM ET 75 Points
I am creating a direct mail program to reach C-level executives (B2B). Firstly, however I'd like to test the waters to see how it will work.

1.) What number of prospects would work best for a test run on the direct mail program?

2.) What forms of direct mail typically work when marketed at C-level personnel?

Thanks.
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RESPONSES

  • Posted by Frank Hurtte on 12/16/2008 at 5:28 PM Accepted
    I would suggest you need a sampling of at least 100 to form any kind of conclusions, but that number could be squeezed under the right circumstances.

    I have discovered C-level mail gets junked at the door unless there is something special about it. I know of companies who have attached 10,000 dinar (or some other worthless currency) notes to the letter to make it special....

  • Posted by Inbox_Interactive on 12/16/2008 at 5:31 PM Accepted
    No one can answer this question until you provide more insight:

    What do you want the recipients of this direct-mail piece to do?

    How much is it worth to you to obtain one of these responses?

    How many such CXOs exist in your addressable audience?
  • Posted by Inbox_Interactive on 12/16/2008 at 7:02 PM Member
    I am not sure you'll be able to get appointments for an all-in cost of $180. It seems pretty low, especially if you're looking to make a $12K to $24K sale (first year only) as a result.

    Having said that, at this level of play, I'm thinking your plan of direct mail is indeed your best approach.

    I'd make sure the letter is 100% polished and professional. It also needs to come from someone with a comparable title at your company. I'd enclose something of value, perhaps a white paper or case study or something like that.

    And by all means, do not send it any way other than FedEx. You may not have to overnight it, but use a premium service that says to the recipient, "This mail is important."

    And of course, you're following up with a phone call. This is without doubt where most marketing and sales fall short: No one has the guts to pick up the phone and make it happen.

    I'm sure there's a way to derive the statistically significant sample size, but I think you could start this off with a small group of 50, maybe even 25. If you get zip from that, then you can rethink it.

    A lof of what you send depends on your audience and whether you can be funny with them or if you must be serious, etc.

    For example, I heard somewhere (maybe here) about someone who actually sent out disposable cell phones to high-value prospects with a note: "This phone will ring Tuesday at 9:30am. Please answer it."

    That's the kind of stuff that, if nothing else, will get you noticed.

    In my banking days, we'd send anonymous packages to prospects with small t-shirts that said, "Is your bank still a good fit?" on them. You could not tell who sent the shirt.

    The next day, a larger t-shirt would arrive from us, clearly labeled that it was from us, with "Perhaps you should try us on for size" on the shirt.

    It got response because (some) people thought it was clever.

    And so on. YMMV.
  • Posted by Inbox_Interactive on 12/17/2008 at 5:30 PM Member
    It probably has a lot to do with the size of the company more so than the title.

    I mean, a CXO at a 50-person company probably still opens his own mail. A CXO at a F1000 company doesn't, so the old "FedEx" trick may amount to nothing.
  • Posted on 12/19/2008 at 2:26 PM Accepted
    Hello,

    Sending something that your target values and that the gate keeper with pass on is key. The cell phone idea is great!!

    This is not a one shot mailing plan. You may want to send a second follow-up letter and then telemarket. Testing the offer and what you send will determine what you do down the road. The key is to learn from each mailing.


    If you have a strong sales force, you might want to offer and gift basket etc.. for a 22 minute presentation. I work with a client that does this and they get a good response. The gift is given only to those willing to hear the presentation. This will help with your up front costs.

    Hope this helps.

    Thank you
    Tom
  • Posted on 12/24/2008 at 9:00 AM Member
    Hello,

    The client is a payroll company. The gift nothing more than an attention grabber to get them to read the entire message.

    Thank you

    Tom

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