Why use direct mail for ABM campaigns?
Highly-personalized direct mail packages combined with digital marketing, such as ABM emails, create a unique customer experience and drive sales.
46% of marketers use direct mail to engage their ABM list. Direct mail that resonates with the targeted accounts prompts them to contact sales representatives and discuss the products or services or take advantage of the offer. Personalized promo codes, coupons, and PURLs (or personalized URLs) are just a few examples of how to grab people’s attention and lead to sales.
The recipients are more engaged with direct mail as it provides a physical representation of your company’s solutions. In turn, this makes direct mail outreach more memorable and impactful than digital marketing efforts. The customer experience of opening a direct mail can also create a sense of excitement and anticipation, leading to a more positive engagement with your company.
Higher win rates
Another benefit of using direct mail for account-based marketing is higher win rates. More than half of marketers saw some win rate improvement thanks to ABM programs, and 14% reported the improvement was significant. When you target specific accounts with personalized packages, you increase the chances of converting those prospects into customers. By showing that you understand their business needs and can provide solutions that address their unique challenges, you build trust and credibility with the prospect. This can lead to more successful sales conversations and, ultimately, higher win rates. Direct mail packages can also create a sense of urgency to motivate prospects to take action and move forward with your company’s solutions.
Using direct mail as part of your ABM campaign can lead to an improved ROI. 92% of companies with mature ABM programs report higher ROI than other types of marketing. Direct mail may seem like an expensive marketing tactic. But when used strategically as part of an ABM campaign, it can be very effective at generating high-value customers. You can ensure that your marketing and sales resources are being used efficiently by focusing on targeted accounts with the highest potential for success. Additionally, direct mail packages can be tracked and measured, providing valuable insights into which ones are most effective and which accounts are responding best to your marketing efforts. This can help you refine your strategy and achieve even better results over time.
Cross-sell and upsell existing clients
Although 62% of companies use ABM to target prospects, it can also be directed at established customers. Direct mail can be a highly effective channel for account-based marketing campaigns aimed at cross-selling and upselling to existing clients. By personalizing your message and highlighting the benefits of your offering, you can use direct mail as a powerful tool to increase revenue growth from your existing client base.