Many of us in sales have been in the conundrum of how to creatively cut through the noise of a C-level executive's inbox. I was in my first week at Sendoso and found myself in just this situation. I had one piece of truly personal intel from LinkedIn that stuck out to me--they hated onions (me too, actually, but I digress). Luckily, I had an awesome resource at my disposal--Amazon supercharged with the power of Sendoso.
I had seen a shoutout by one of their prospects on social media that the organization was sending out gift bundles with a printed haiku the last line of which read, “Caffeine always helps”. I knew I had to put that statement to the test!
1) Send through SFDC
I brought up the Salesforce record and used the Sendoso widget to search for onion paraphernalia through our Amazon integration. Then I saw it--an onion coffee mug--this is how I would get through.
I purchased the item using my Sendoso account balance and typed out a quick message for our fulfillment team to include as a handwritten note in the package saying, “Here’s to testing your theory whether ‘caffeine always helps’.”
2) Preface gift delivery with an email
Knowing that it would take a few days to ship, I sent them an email commending them for the awesome swag bundles his team was sending and requesting time for us to discuss. I also made sure to include a quick P.S. line alerting him a package was en route. I did not immediately hear back, but I wasn’t worried since the best was yet to come.
3) Follow with an added touch
Once I got the notification that my package had arrived I immediately sent a $5 coffee e-Gift to go along with the mug. It was a One-Two combo they simply could not resist. They wrote back, we scheduled a time, and a calendar invitation was sent faster than you could say SQL.
While the idea may seem unorthodox--the method-- setting the stage for personalized direct mail, sending the gift, and sending timely follow-up
P.S. I’d be happy to chat about your lifecycle engagement strategy, enabling personalized client gifting, and any ideas on how you creatively leverage the direct mail channel. Contact me here.