Using Direct Mail with Multi-Touch Campaigns & Optimizing ABM Cadence

In today's digital landscape, breaking through the noise to capture your prospect's attention is more challenging than ever. Emails get lost in crowded inboxes, digital ads are often ignored, and cold calls can feel intrusive. So, how do you stand out and make a meaningful connection with your target accounts?

This isn’t just about making contact; it’s about making a real connection.

The answer lies in combining the timeless charm of handwritten mail with the precision of Account-Based Marketing (ABM). By integrating personalized handwritten letters into your multi-touch campaigns, you create a unique outreach cadence that not only grabs attention but also fosters genuine relationships with high-value prospects.

Handwritten mail adds a personal touch that digital channels can't replicate. It shows your prospects that you're willing to go the extra mile, making them more likely to engage with your message. When aligned with an effective ABM strategy, this approach becomes even more powerful—allowing you to deliver tailored content that speaks directly to the recipient's needs and challenges.

In this article, we'll explore how to optimize your outreach cadence using handwritten mail within an ABM framework. We'll provide practical steps, examples, and best practices to elevate your sales and marketing efforts, ensuring your message resonates at every touchpoint.

Optimizing Outreach Cadence in Multi-Touch Campaigns

A well-structured outreach cadence is crucial for engaging prospects effectively. Here's how you can incorporate handwritten mail into your multi-touch campaigns to maximize engagement:

1. Start with a Handwritten Letter

Kick off your campaign with a high-impact, handwritten letter that directly addresses the prospect’s unique needs or recent business developments. This personal touch sets you apart immediately and establishes a human connection.

Call-to-Action (CTA): Use the letter's CTA as a bridge to another channel, such as inviting the recipient to connect via email or visit a personalized URL (PURL).

Example: A handwritten letter that acknowledges a recent company milestone or mentions a specific challenge they’re facing can resonate deeply and make your outreach feel relevant and thoughtful.

2. Introductory Phone Call

Follow the letter with a call to confirm receipt, build on the intrigue created, and start a conversation. The personal nature of the letter provides a warm introduction, making the call more welcome and less intrusive.

‍Example: “Hi, I’m following up on the handwritten letter I sent over. It would be great to have a quick conversation about how we could support your upcoming project.”

3. Follow-Up Email

After the phone call, send a follow-up email that references the handwritten letter and the conversation. Reinforce your value proposition, share relevant content, or suggest clear next steps that align with their needs.

Example: “Thanks for your time earlier. I wanted to follow up on our call and share a case study that I think you’ll find relevant based on our discussion.”

4. LinkedIn Connection

Connect with the prospect on LinkedIn to maintain visibility and keep the conversation going. Use this platform to share insights or comment on content that’s relevant to their business, further building rapport.

Example: After connecting, share an article or comment on their post, demonstrating that you’re engaged with their industry and genuinely interested in their success.

5. Follow-Up Call

Use this call to address final concerns, recap the journey, and make a strong ask for a meeting or next step. This is your opportunity to leverage all the personalized touches, reinforcing your understanding of their needs.

Example: “I hope the additional information in my letter was helpful. I’d love to set up a time to go over any remaining questions and discuss how we can move forward.”

6. Final Email or Call

Make a final push by summarizing all previous interactions and clearly stating the benefits of moving forward with a meeting. This is your closing effort to turn engagement into action.

Example: “I appreciate the time you’ve taken to consider our solution. Here’s a quick summary of how we can help you [specific benefit]. Let’s schedule a time to discuss how we can make this happen.”

The Power of Multi-Touch Campaigns

Combining direct mail with other touchpoints such as calls, emails, and LinkedIn messages creates a multi-touch campaign that ensures your message is seen, heard, and remembered across different channels.

Timing Is Everything

Timing your direct mail to align with key events or decision-making periods is critical. For example, send direct mail at the start of a new fiscal year, around significant industry events, or after a prospect’s major announcement.

Best Practices for Timing

• Prompt Follow-Ups: Follow up promptly with calls and emails to keep the momentum going, ensuring your message remains relevant and top-of-mind.
• Strategic Sequencing: By positioning direct mail as the first step in your outreach cadence, followed by strategic digital and personal touches, you create a comprehensive approach that engages prospects in a memorable and impactful way.

This cadence not only differentiates your outreach but also builds a compelling narrative that resonates at each touchpoint, driving deeper engagement and ultimately securing valuable meetings.

Account-Based Marketing (ABM) and Direct Mail

Modern sales and marketing teams are shifting their focus from high-volume, generic tactics to more personalized strategies like Account-Based Marketing (ABM). Direct mail fits perfectly into this approach by allowing you to create meaningful, personalized experiences that speak directly to the recipient.

Why ABM and Direct Mail Are a Perfect Match

• Personalized Experiences: Direct mail allows you to create customized messages that resonate with each account's specific needs and challenges.
• Full Customer Lifecycle Engagement: It's not just for prospecting; direct mail can be used at every stage of the customer lifecycle, from initial outreach to onboarding, and even re-engaging hard-to-reach accounts.
• Demonstrated Commitment: Sending a customized mailer that ties directly to a prospect’s recent business milestone or a specific challenge shows that you understand their business and are committed to helping them succeed.

Enhancing Digital Channels

You're not replacing email, calling, paid advertising, or social media; you're enhancing them. Imagine sending a direct mail piece before a key meeting, setting the stage for a more meaningful conversation, or following up with a mailer that reinforces your message long after the initial contact.

This isn’t just about making contact; it’s about making a real connection.

Implementing ABM with Handwritten Letters

Implementing ABM with handwritten letters involves a strategic, multi-step approach that adds a personal touch to each interaction. Here's how to craft a compelling ABM strategy using handwritten mailers at each stage:

1. Identify Target Accounts

Leverage your CRM and sales intelligence tools to pinpoint high-value accounts that are most likely to benefit from your solution. Focus on accounts where a personalized, human approach can make a real impact.

Example: Use insights from your CRM to identify decision-makers in these accounts who have shown interest through recent interactions, such as attending a webinar or engaging with your content.

2. Create Personalized, Relevant Content

Develop handwritten letters that address the specific needs and challenges of your target accounts. Acknowledge recent developments or pain points they’re facing, and offer a tailored solution.

Example: After a demo call, send a letter summarizing the key takeaways and proposing a tailored pilot program. Include a direct point of contact for further questions, reinforcing your commitment to their success.

3. Coordinate with Digital Follow-Ups

Maximize impact by integrating handwritten letters with digital follow-ups. Reference the letter in a personalized email or LinkedIn message to create a cohesive narrative across channels.

Example: Follow up a letter with a LinkedIn message referencing the specific content of the mailer, like a relevant case study or offer discussed during your demo call. This keeps your message consistent and top-of-mind.

4. Track Engagement with Personalized URLs or QR Codes

Incorporate personalized URLs (PURLs) or QR codes in your handwritten letters that lead to a custom landing page. This allows you to track engagement and measure the interest of individual prospects.

Example: Include a QR code in your letter that links to a case study or video testimonial relevant to the prospect’s industry. You'll see who engages and what content resonates, providing actionable data for follow-ups.

5. Monitor and Optimize Across Channels

Use your CRM to track engagement across channels. Monitor metrics like response rates for handwritten letters, email open rates, and LinkedIn message replies. This data helps you refine your strategy in real time.

Example: Integrate your handwritten mail efforts with tools like HubSpot or Salesforce to get an overview of account engagement. Adjust your outreach based on which touchpoints are driving the most engagement.

This personalized, data-driven approach to ABM ensures your message resonates with each account, creating a memorable and impactful experience that stands out from typical digital interactions.

Conclusion

Incorporating handwritten mail into your ABM strategy adds a unique, personal touch that digital channels alone can't provide. By optimizing your outreach cadence in multi-touch campaigns, you can engage prospects more effectively, build stronger relationships, and ultimately drive better results.

Whether you're reaching out to new prospects, nurturing existing relationships, or re-engaging past clients, handwritten mail helps you create personalized, impactful experiences at every touchpoint.

Check out our Wall of Love, to see how Scribeless users are using handwritten mail to book meetings with their ideal customers.

That's it for part 4 of our B2B prospecting series. In the upcoming final article we will cover success metrics and some specific case studies with real world examples. If you can't wait until then, book a call with one of our team to learn more.