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Salespeople use direct mail to move their prospects through their sales funnel but how does that impact the business? Let’s talk about that in this episode.
Nick Runyon loves everything about marketing and started promoting his parents’ and friends’ business. He’s been fascinated by connecting people with problems to people who have solutions.
Direct mail defined
Traditionally, direct mail has included letters, solicitations, and mailboxes. Tactile marketing uses personalized marketing messages. Nick started personalized direct mail when he needed to reach out to a gentleman with a portfolio of assets who had an interest in their mission. It was difficult to connect with billionaires but Nick was able to.
Without much information, Nick was able to get his location and send him a package that included his book. Nick wrote a personal message in that book and called the gentleman fifteen minutes after he got the notification that his parcel was delivered. That got him a meeting. He was invited for lunch and they were able to build a business relationship. That is the power of direct mail. People want to know that they matter and this is an opportunity to go beyond marketing automation.
Tactile marketing automation
Tactile marketing is the coordinated and personalized orchestration of your digital and tactile efforts coming together. While email has an open rate of 1-2%, direct mail shows a higher rate of 2-4%. Sales reps can capture a person’s attention and move the conversation forward when efforts are coordinated and worked in a timely way,
Effective implementation starts with the identification of your ideal customer profile and you only mail people who fall under your customer category. Send personalized, valuable, timely, and intentional solutions to your target customers. You can also use traditional principles of marketing and incorporate them into your present strategies.
“Using Direct Mail To Move Prospects Through Your Funnel” episode resources
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