Everyone knows there are two types of mail. The not-so-good kind: bills and junk mail. And the good type: gifts, packages, and fun surprises. So in honor of the mail that everyone loves to get, Sendoso is celebrating National Sending Day on March 10.
Yes, it’s a real day dedicated to celebrating your buyers, customers, and employees with a little something special.
Note that “special” does not mean “expensive.” The goal of National Sending is to engage people with thoughtful direct mail to create meaningful moments. Physical gifts leave more of an impression than another email, phone call, or social post. A thoughtful send could be simple as a $5 coffee eGift card or a handwritten note.
Why Does Sending Matter?
Consumers say they want a personalized experience. They even admit they’re more willing to do business if one is provided, but most companies still resort to generic forms of mass outreach.
It’s no wonder our buyers respond less and less to digital outreach. According to the New York Times, they see 5,000 ads and receive more than 120 emails every day.
Sending something physical, like direct mail marketing, allows you to differentiate yourself. Physical gifts give you an advantage. You’re more likely to land on someone’s desk rather than in the depths of their inbox.
Win with Thoughtfully Curated Gifts
The key is to make sure what you send means something to your recipient.
Do your buyers care about the latest trends in the IT space? Send them a printed copy of a recent report with a handwritten note about how you wanted to help them stay informed.
Did one of your prospects recently get a promotion? Send them a bottle of champagne to celebrate.
What about that customer of yours who you know just became a new parent? Send them a onesie from Amazon with their alma mater’s logo on it.
Sending Across the Entire Customer Lifecycle
There are infinite ways to personalize direct mail and incorporate gifting throughout the customer lifecycle. Below you’ll find examples of how to incorporate sending into your ABM strategy in honor of National Sending Day.
- Bundle any leftover event swag to send to top accounts. (Bonus idea: send an offer out first via landing page to confirm shipping details as your recipient may be working from home).
- Send sweet treats to any opportunities that have gone dark.
- Automatically trigger a welcome kit to send when someone becomes a new customer.
- Send a case study and a handwritten note after a demo.
- Reward employees with eGift cards that let them choose what they receive.
Start developing a strategy. National Sending Day comes once a year, but direct mail is a hit 365.
Looking for more direct mail examples? Read our “Out of the Box” guide. It features 10 real-world examples of sending success with direct mail marketing campaigns.