Account-based marketing (ABM) is a highly targeted approach that B2B marketers use to engage with specific accounts and decision makers. In this blog, we will explore some ABM direct mail ideas that can help you stand out from the competition and increase your response rates.
Mail Strategy
ABM direct mail requires a highly personalized approach. Begin by identifying your target accounts and the decision makers for those accounts. Then, create a mail strategy that addresses the specific challenges and pain points of each account. Personalization can go beyond just the recipient’s name; it can include tailored messaging, relevant case studies, and even how your solution can benefit their business.
Mail Piece
The mail piece is the heart of your ABM direct mail campaign. A well-designed mail piece can capture the recipient’s attention and drive them to take action. Use high-quality paper stock, vibrant colors, and eye-catching graphics to make your mail piece stand out in a crowded mailbox. You can also experiment with unusual shapes and sizes, die-cut format, to make your mail piece even more memorable.
Multi-Channel
ABM direct mail works best when combined with other channels. Use digital advertising, social media, and landing pages to support your direct mail campaign. For example, you could use social media to retarget recipients who did not respond to your mail piece or use a landing page to provide additional information about your product or service.
Highly Personalized
Personalization is key to the success of your ABM direct mail campaign. Use data and automation platforms to create highly personalized content that directly addresses the recipient’s pain points and challenges. For example, if you are targeting a financial services company, you could include a case study that demonstrates how your solution helped another financial services company overcome a similar challenge.
Handwritten Note
A handwritten note can go a long way in making your ABM direct mail campaign feel personal and authentic. Use a handwriting font to create a personalized note that thanks the recipient for their time and highlights the benefits of your solution. A handwritten note can also help your mail piece stand out from other pieces of mail and increase the likelihood of a response.
Customer Experience
ABM direct mail is all about creating a positive customer experience. Make sure your mail piece provides a clear and compelling call-to-action that is easy to follow. Use a personalized URL or QR code to direct recipients to a landing page where they can learn more about your product or service. And make sure your sales teams are prepared to follow up with recipients in a timely and professional manner.
Why Ballantine?
Ballantine has been helping B2B marketers with direct mail campaigns for over 50 years. We understand the unique challenges of ABM campaigns and have the expertise to create highly personalized and effective mail pieces. Our team can help you design and execute an ABM direct mail campaign that stands out from the competition and drives results. Contact us today to learn more about our ABM direct mail services.
In conclusion, ABM direct mail is an effective way to engage with your target accounts and decision makers. By creating a highly personalized mail piece, using multiple channels, and providing a positive customer experience, you can increase your response rates and drive sales. And with Ballantine’s expertise in ABM direct mail, you can be sure that your campaign will be executed with precision and care.
I'm the Director of Digital Services and Partner at Ballantine, a family-owned and operated direct mail & digital marketing company based in New Jersey. and started in 1966 by my great uncle!
