We recently sat down with Sendoso CEO, Kris Rudeegraap, to discuss why it makes sense to incorporate direct mail into your outreach, how to implement such a program efficiently, and what type of response rates you can expect to see. Read our interview below to learn what he had to say.
Why should companies think about adding direct mail to their sales and marketing outreach?
Digital channels have become oversaturated and our email inboxes are overwhelmed: 48% of emails received every day are deleted in just five minutes. But our mailboxes are empty! And we know that more than 80% of people say they enjoy receiving packages. So direct mail provides marketers and salespeople a unique opportunity to rise above the noise and connect with people via a tangible, effective channel that they actually enjoy engaging with.
How do you and your customers use technographic data in direct mail outreach?
We see people using technographic data to personalize the outreach in their direct mail campaigns. First, having a better understanding of a company’s tech stack enables people to choose the right audience for their campaigns. Second, technographic data allows them to send more relevant and effective messages that truly resonate with their target audiences.
Direct mail can be expensive, where should sales and marketing team target their efforts?
Direct mail can be more expensive than email, but it can also yield a much higher return on investment (it has 30 times the response rate of email). We see sales and marketing teams using direct mail throughout the entire revenue funnel, from demand generation to customer retention. Our recommendation is for those teams to start by focusing on your most valuable potential customers—whether you segment them via an account-based marketing campaign or tier them based on specific criteria.
Many of our customers see a lot of success from adding direct mail as an offline touchpoint in their ABM campaigns, especially when it comes to opening doors, booking meetings, and accelerating deals. Companies also see success from tiering their buyers into three groups (top tier, middle tier, and bottom tier) and then spending the most amount of their direct mail budget on top-tier prospects, the second most amount of their budget on mid-tier prospects, and the smallest amount of their budget on bottom-tier prospects.
Direct mail can be time consuming – how is Sendoso changing that?
We manage the entire fulfillment process end to end for our customers. We source the items for their campaigns, store them in our warehouses for free, provide real-time inventory tracking, package items exactly how our customers want them to be sent out (including adding custom boxes, packing material like crinkle paper, and actual handwritten notes), and then provide an easy way to measure ROI through our integrations with CRM systems and marketing automation platforms. Historically, this has been a very time- and labor-intensive process. Our customers save an average of 20 hours for every campaign then run through Sendoso.
What would you say to someone who is on the fence about starting a DM program?
We recommend that people start with one campaign and measure the results. But remember that this must be as strategic as any of your other outreach campaigns: Consider your audience when deciding what item to send and what message to include with that item. And think outside the box! Direct mail is much more than just postcards nowadays. We see our customers getting creating and sending things like dimensional mailers, video mailers, sweet treats, plants, digital gifts, and even hyper-personalized items off of Amazon. (Check out 100+ direct mail ideas here).
Interested in Learning More About Direct Mail?
Check out the webinar we did together with Sendoso to see how you can drive up to 5x higher close rates.
About Kris Rudeegraap
Kris Rudeegraap is the co-founder and CEO of Sendoso, the world’s first Sending Platform (SP). Kris has more than a decade of sales experience and has spent time at Talkdesk, Yapstone, and Piqora. During that time, he discovered that creating meaningful engagements through direct mail and gifting was an effective way to drive demand and increase sales—which helped inspire the idea for Sendoso. Kris is a California native and CSU-Chico alum currently residing in San Francisco.