There is a subtle, but important, difference between using direct mail as a marketing campaign and using direct mail as a prospecting touch for business development.
Specifically, Direct Mail is more powerful prospecting touch than voicemail and email touches because:
An interesting psychological advantage to Sale Reps is that the call feels less cold.
The key to success using Direct Mail Infused Prospecting is that the follow-up call must be timely. With ContactScience®, Sales Reps control the Direct Mail Infused roadmap.
ONE
Should it be mailed at all? The Sales Rep may improve delivery rates or the mailing should not be sent due to the following circumstances.
a. Not the correct address
b. Not the right person
c. Person on vacation
d. Person answers the phone
TWO
Is mail delivery different than normal? Are there special requirements for express deliveries?
THREE
Increase deliverability. The last mile of a Direct Mail piece is not always the Postman. There are scripting strategies to mitigate the Gatekeeper’s inclination to judge whether the DM would be interested and often tossing the piece. Specific scripting can encourage Gatekeepers to send the piece along to the DM.
For Postcards and Letters, the sending is the same as sending an email. (And, at the same time.) There is no manual fulfillment needed. And, when the piece arrives at the last mile postal facility, that date is put on the Reps worksheet so that the follow-up calls can be timed perfectly.
For any Direct Mail piece that will be fulfilled by hand, Marketing is provided a spreadsheet with contact data, plus a feature to notify Sales of the expected delivery date.