“If you can engage with the right person, it’s worth it.”
When you get that knock on the door and there’s a package with your name on it, that promise of something wonderful inside can be irresistible. As a marketer, direct mail is a great way to get your foot in the door (pun intended). This is why Andrew Field started PFL.
In this entry of Calls to Action, LeadGenius talks with Andrew Field, founder and CEO of PFL, about combining digital and tactile touches to get the most ROI from your marketing efforts.
In this video we cover:
- Creative campaigns using tactile touches
- FedEx open rate
- Booths and field marketing
- Engaging with prospects beyond email
Direct mail is an “old” marketing channel. Mailers have been around forever. But, like many stagnant marketing tactics, the internet, new technology, and creativity has breathed all kinds of new potential into to dormant mediums such as direct mail.
For PFL and its customers, a wide spectrum of creativity and cost going into their tactile touches. Some customers send out Starbucks coffee. Some send out $500 watches. It’s all a matter of ROI. The right touch can improve number of qualified leads, average deal size, lead to close rate, and sales cycle length.
The PFL customer that sends out $500 watches to prospects, “they sell million-dollar pieces of industrial equipment,” says Field. “The cost upfront will pay dividends later. It’s all part of an orchestrated effort to engage prospects. If you can have a meaningful engagement with the right person, then it’s worth it.”
The rise of Account Based Marketing has also added to the value of direct mail as a channel. ABM is all about highly-personalized messaging, to multiple decision makers, at key accounts. Direct mail can be a great way to cut through the noise and reach an entire decision making panel at once.
“If engagement with multiple decision makers is a key piece of your marketing strategy, then direct mail is a channel you need to evaluate,” says Fields.