2021 State of Sending Report

Welcome to the Human-to-Human (H2H) Era

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The H2H Era is Here...

In 2020, the lines between B2B and B2C were blurred. Societal issues like the COVID-19 pandemic and social justice conversations pushed brands to be more open and honest—and ultimately more human—bringing the “human to human” (H2H) concept to the forefront.

But last year’s shift in the B2B sector left us curious: Is H2H the new standard for B2B audience engagement?

We surveyed hundreds of B2B marketing, sales, and CX leaders to understand how they are making their campaigns more human and uncovered:

  • 88% 88% 88%

said their engagement strategy has taken a more H2H approach since March 2020

  • 80% 80% 80%

agreed that target audiences are fatigued by increased virtual engagement efforts

  • 90% 90% 90%

agreed that building a personal or human connection with their buyers and customers has become more important to closing sales since March 2020

And we weren’t the only ones curious about this changing landscape. Our customers chimed in, too:

There is so much noise out there. With 361 billion emails being sent daily, how will yours stand out? DELETE! That's what most of us do with most of our email, or we just let it pile up and never look at it

Alice Heiman, Alice Heiman, LLC

Physical, participatory and "not-too-business-y" campaigns will become critical to build the most memorable experiences and lasting connections.

Kate Athmer, VP, Growth, Bombora

Direct mail will have a banner year in 2021 and be the most powerful tool for getting on the radar of prospects who have become digitally overwhelmed with an onslaught of sales emails and LinkedIn messages

Brad Zomick, VP, Marketing at Forage

We also looked at data from thousands of teams sending across the globe to understand the most popular sends, trends, and highlights from the last twelve months.

$5M+

went to local businesses via Sendoso Direct

70%

of all eGifts were redeemed within 4 days by recipients

1 day

for an address to be confirmed via Address Confirmation on average

Top Sends from 2020

Virtual Wine Tasting

Yeti Tumbler

One-Pager

Gift Basket

Succulent

Cocktail Kit

Cookies

Bose Case

Download the report to learn:

  • Why revenue leaders are building more personal and human connections with target audiences
  • How the COVID-19 pandemic affected sending trends and what strategies revenue leaders are planning to use in 2021
  • Which tactics are most effective in building strong relationships with prospects and customers
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