Jim Logan tells us why Paper Direct Mail is Not Dead. Jim also shares ideas on how to leverage direct mail and combine it with other lead generation modalities to capture a higher response rate.
You don’t need to spend a ton of money on direct mail to reach top executives. A simple, well written letter (hand addressed) in a #10 envelope can be just as powerful as flashy packaging or expensive 3-dimensional mailings. What ever you do – do not execute a direct mail campaign like this creative lead generation blunder.
If you need a resource to help you get started with reaching executives with direct mail, here’s a decent book, The Power to Get In by Michael Boylan. He explains step-by-step how to write executive access letters that leverage your contacts sphere of influence (most people can skip the first 4 chapters).
Check out, Lead Generation Via Direct Marketing is Coming Back, and read the section on how to prevent bad data from trashing your sales lead ROI.