[{"data":1,"prerenderedAt":377},["ShallowReactive",2],{"blog-using-direct-mail-with-multi-touch-campaigns-optimizing-abm-cadence":3},{"id":4,"title":5,"blog_updated_date":6,"blog_updated_date_display":6,"body":7,"category":360,"date":361,"date_display":6,"description":362,"essential_reading":363,"extension":364,"image":365,"image_alt":366,"meta":367,"name":6,"navigation":368,"og_image_graphic":6,"og_image_graphic_height":6,"og_image_graphic_width":6,"path":369,"pillar":6,"scheduled_publish_date":6,"seo":370,"slug":371,"status":372,"stem":373,"summary":374,"webflow_html_path":6,"webflow_item_id":375,"__hash__":376},"blog\u002Fblog\u002Fusing-direct-mail-with-multi-touch-campaigns-optimizing-abm-cadence.md","Using Direct Mail with Multi-Touch Campaigns & Optimizing ABM Cadence",null,{"type":8,"value":9,"toc":331},"minimark",[10,14,17,20,25,28,33,36,43,49,53,56,61,65,68,73,77,80,85,89,92,97,101,104,114,118,121,140,144,147,151,171,174,178,181,185,211,215,218,222,225,229,232,237,241,244,249,253,256,261,265,268,273,277,280,299,302,306,309,312,320],[11,12,13],"p",{},"ABM campaigns often fail because every touchpoint feels interchangeable. The email says roughly what the LinkedIn message says. The call references the same generic pain point. The prospect can tell they are in a sequence.",[11,15,16],{},"Handwritten mail gives the sequence a different job. It can introduce the account-specific reason for reaching out, create a physical reminder before a call, or follow up after a conversation with something more considered than another email.",[11,18,19],{},"The best results come when the mailer is planned as part of the cadence from the start. Decide what the mail piece should do, what happens before it, and what the owner does after it lands.",[21,22,24],"h2",{"id":23},"optimizing-outreach-cadence-in-multi-touch-campaigns","Optimizing Outreach Cadence in Multi-Touch Campaigns",[11,26,27],{},"A direct mail cadence should have a clear sequence. The mailer should never be a random extra step added because an email underperformed.",[29,30,32],"h3",{"id":31},"_1-start-with-a-handwritten-letter","1. Start with a Handwritten Letter",[11,34,35],{},"Use the first letter to explain why this account is worth contacting now. Reference a public signal, a recent conversation, a known business trigger, or a specific role-based problem.",[11,37,38,42],{},[39,40,41],"strong",{},"Call-to-Action (CTA)",": Use the letter's CTA as a bridge to another channel, such as inviting the recipient to connect via email or visit a personalized URL (PURL).",[11,44,45,48],{},[39,46,47],{},"Example",": A letter after a funding announcement could point to the operational pressure that often follows new headcount, then offer a short planning call.",[29,50,52],{"id":51},"_2-introductory-phone-call","2. Introductory Phone Call",[11,54,55],{},"Follow the letter with a call that references the send without making the recipient feel tested. The goal is to connect the dots, not ask whether they read it.",[11,57,58,60],{},[39,59,47],{},": “Hi, I’m following up on the handwritten letter I sent over. It would be great to have a quick conversation about how we could support your upcoming project.”",[29,62,64],{"id":63},"_3-follow-up-email","3. Follow-Up Email",[11,66,67],{},"After the call attempt, send an email that makes the same offer easier to act on. Keep it short and use the mailer as context.",[11,69,70,72],{},[39,71,47],{},": “Thanks for your time earlier. I wanted to follow up on our call and share a case study that I think you’ll find relevant based on our discussion.”",[29,74,76],{"id":75},"_4-linkedin-connection","4. LinkedIn Connection",[11,78,79],{},"Use LinkedIn for visibility and light context. If the recipient posts about the same topic mentioned in the mailer, engage with that post before asking for time.",[11,81,82,84],{},[39,83,47],{},": After connecting, share an article or comment on their post, demonstrating that you’re engaged with their industry and genuinely interested in their success.",[29,86,88],{"id":87},"_5-follow-up-call","5. Follow-Up Call",[11,90,91],{},"Use the second call to make the ask direct. At this point the account has seen the letter, the email, and your LinkedIn activity.",[11,93,94,96],{},[39,95,47],{},": “I hope the additional information in my letter was helpful. I’d love to set up a time to go over any remaining questions and discuss how we can move forward.”",[29,98,100],{"id":99},"_6-final-email-or-call","6. Final Email or Call",[11,102,103],{},"Close the loop with a useful summary and a simple next step. Avoid a dramatic breakup email. The account may be a better fit later.",[11,105,106,108,109,113],{},[39,107,47],{},": “I appreciate the time you’ve taken to consider our solution. Here’s a quick summary of how we can help you ",[110,111,112],"span",{},"specific benefit",". Let’s schedule a time to discuss how we can make this happen.”",[21,115,117],{"id":116},"the-power-of-multi-touch-campaigns","The Power of Multi-Touch Campaigns",[11,119,120],{},"Direct mail works well with calls, emails, and LinkedIn because it changes the shape of the sequence. Instead of asking every channel to do the same thing, assign each one a role:",[122,123,124,128,131,134,137],"ul",{},[125,126,127],"li",{},"mail introduces the account-specific reason",[125,129,130],{},"email carries links and details",[125,132,133],{},"phone creates the live conversation",[125,135,136],{},"LinkedIn builds familiarity",[125,138,139],{},"CRM tasks keep the owner accountable",[29,141,143],{"id":142},"timing-is-everything","Timing Is Everything",[11,145,146],{},"Timing matters more than volume. Send around moments when the account has a reason to care: a new fiscal year, budget planning, an industry event, a hiring push, a product launch, or a recent meeting.",[29,148,150],{"id":149},"best-practices-for-timing","Best Practices for Timing",[122,152,153,159,165],{},[125,154,155,158],{},[39,156,157],{},"Follow up while the context is fresh",": Create the owner task before the mail is sent so nobody has to remember later.",[125,160,161,164],{},[39,162,163],{},"Match the mailer to the moment",": A first-touch letter, post-demo note, executive invite, and renewal note should not use the same copy.",[125,166,167,170],{},[39,168,169],{},"Suppress recent recipients",": A strong cadence can become annoying if multiple reps mail the same account.",[11,172,173],{},"The cadence should feel coordinated from the recipient's side. If it feels like five unrelated touches, the campaign design is the problem.",[21,175,177],{"id":176},"account-based-marketing-abm-and-direct-mail","Account-Based Marketing (ABM) and Direct Mail",[11,179,180],{},"ABM asks teams to spend more effort on fewer accounts. That makes direct mail a practical fit, especially for Tier 1 and Tier 2 targets where the economics support a higher-cost touch.",[29,182,184],{"id":183},"why-abm-and-direct-mail-are-a-perfect-match","Why ABM and Direct Mail Are a Perfect Match",[122,186,187,193,199,205],{},[125,188,189,192],{},[39,190,191],{},"Clear account selection",": ABM already defines the accounts worth a higher-effort send.",[125,194,195,198],{},[39,196,197],{},"Better timing signals",": CRM and intent data can show when the account is active.",[125,200,201,204],{},[39,202,203],{},"Stronger handoff to sales",": The rep has a specific reason to call after the mail lands.",[125,206,207,210],{},[39,208,209],{},"Useful across the lifecycle",": The same mechanics can support prospecting, onboarding, renewals, and reactivation.",[29,212,214],{"id":213},"enhancing-digital-channels","Enhancing Digital Channels",[11,216,217],{},"Direct mail should support email, calling, paid media, and social rather than replace them. For example, send a note before an executive briefing, then use email for the calendar link and background material. Or send a handwritten follow-up after a strong discovery call, then give the owner a task to call two days after expected delivery.",[21,219,221],{"id":220},"implementing-abm-with-handwritten-letters","Implementing ABM with Handwritten Letters",[11,223,224],{},"Use a repeatable process so the campaign is easy to review and improve.",[29,226,228],{"id":227},"_1-identify-target-accounts","1. Identify Target Accounts",[11,230,231],{},"Use your CRM and sales intelligence tools to identify accounts where a physical touch is worth the cost. Start with accounts that have clear fit, current activity, and an owner who will follow up.",[11,233,234,236],{},[39,235,47],{},": Use insights from your CRM to identify decision-makers in these accounts who have shown interest through recent interactions, such as attending a webinar or engaging with your content.",[29,238,240],{"id":239},"_2-create-personalized-relevant-content","2. Create Personalized, Relevant Content",[11,242,243],{},"Write short letters around the account trigger. One relevant sentence is better than a long paragraph of broad claims.",[11,245,246,248],{},[39,247,47],{},": After a demo call, send a letter summarizing the key takeaways and proposing a tailored pilot program. Include a direct point of contact for further questions, reinforcing your commitment to their success.",[29,250,252],{"id":251},"_3-coordinate-with-digital-follow-ups","3. Coordinate with Digital Follow-Ups",[11,254,255],{},"Reference the letter in the email or LinkedIn follow-up so the recipient understands why the sequence is continuing.",[11,257,258,260],{},[39,259,47],{},": Follow up a letter with a LinkedIn message referencing the specific content of the mailer, like a relevant case study or offer discussed during your demo call. This keeps your message consistent and top-of-mind.",[29,262,264],{"id":263},"_4-track-engagement-with-personalized-urls-or-qr-codes","4. Track Engagement with Personalized URLs or QR Codes",[11,266,267],{},"Use personalized URLs or QR codes when the CTA needs a landing page. Keep the destination useful: a case study, event invite, calculator, or short diagnostic page.",[11,269,270,272],{},[39,271,47],{},": Include a QR code in your letter that links to a case study or video testimonial relevant to the prospect’s industry. You'll see who engages and what content resonates, providing actionable data for follow-ups.",[29,274,276],{"id":275},"_5-monitor-and-optimize-across-channels","5. Monitor and Optimize Across Channels",[11,278,279],{},"Track mailed accounts in the CRM alongside email, call, and LinkedIn activity. Look at meetings booked, opportunity creation, stage movement, and account engagement, not only QR scans.",[11,281,282,284,285,292,293,298],{},[39,283,47],{},": Integrate your handwritten mail efforts with tools like ",[286,287,291],"a",{"href":288,"rel":289},"https:\u002F\u002Fwww.hubspot.com\u002F",[290],"nofollow","HubSpot"," or ",[286,294,297],{"href":295,"rel":296},"https:\u002F\u002Fwww.salesforce.com\u002F",[290],"Salesforce"," to get an overview of account engagement. Adjust your outreach based on which touchpoints are driving the most engagement.",[11,300,301],{},"Review the sequence after each batch. If the mail creates replies but no meetings, the follow-up may need work. If the QR scans are low but meetings increase, the mail may be helping through recognition rather than direct response.",[21,303,305],{"id":304},"conclusion","Conclusion",[11,307,308],{},"Handwritten mail earns its place in an ABM cadence when it has a defined job, a clear trigger, and a follow-up owner. Use it where the account value justifies the effort, then measure the whole sequence rather than judging the mailer in isolation.",[11,310,311],{},"Whether the goal is prospecting, nurturing, reactivation, or renewal, the principle is the same: send fewer, better-timed pieces and make the next sales action obvious.",[11,313,314,315,319],{},"Check out our ",[286,316,318],{"href":317},"\u002Fcustomers","Wall of Love",", to see how Scribeless users are using handwritten mail to book meetings with their ideal customers.",[11,321,322,323],{},"*That's it for part 4 of our B2B prospecting series. In the upcoming final article we will cover success metrics and some specific case studies with real world examples. If you can't wait until then, *",[286,324,327],{"href":325,"rel":326},"https:\u002F\u002Fwww.scribeless.co\u002Fcontact-sales",[290],[328,329,330],"em",{},"book a call with one of our team to learn more.",{"title":332,"searchDepth":333,"depth":333,"links":334},"",2,[335,344,348,352,359],{"id":23,"depth":333,"text":24,"children":336},[337,339,340,341,342,343],{"id":31,"depth":338,"text":32},3,{"id":51,"depth":338,"text":52},{"id":63,"depth":338,"text":64},{"id":75,"depth":338,"text":76},{"id":87,"depth":338,"text":88},{"id":99,"depth":338,"text":100},{"id":116,"depth":333,"text":117,"children":345},[346,347],{"id":142,"depth":338,"text":143},{"id":149,"depth":338,"text":150},{"id":176,"depth":333,"text":177,"children":349},[350,351],{"id":183,"depth":338,"text":184},{"id":213,"depth":338,"text":214},{"id":220,"depth":333,"text":221,"children":353},[354,355,356,357,358],{"id":227,"depth":338,"text":228},{"id":239,"depth":338,"text":240},{"id":251,"depth":338,"text":252},{"id":263,"depth":338,"text":264},{"id":275,"depth":338,"text":276},{"id":304,"depth":333,"text":305},"Prospecting","2024-11-29","Add direct mail to ABM cadences with better timing, channel coordination, personalization, and multi-touch measurement.",false,"md","\u002Fassets\u002Fimages\u002Fblog\u002Flegacy-webflow\u002Fusing-direct-mail-with-multi-touch-campaigns-optimizing-abm-cadence.webp","A flow module for a Scribeless automation, triggering a handwritten mailer to be sent",{},true,"\u002Fblog\u002Fusing-direct-mail-with-multi-touch-campaigns-optimizing-abm-cadence",{"title":5,"description":362},"using-direct-mail-with-multi-touch-campaigns-optimizing-abm-cadence","published","blog\u002Fusing-direct-mail-with-multi-touch-campaigns-optimizing-abm-cadence","Discover how integrating handwritten mail into your Account-Based Marketing (ABM) strategy can optimize your outreach cadence in multi-touch campaigns, leading to higher engagement and conversion rates. This is part 4 of our series focussed on B2B prospecting.","674651f0feef1150cfca36c8","c-j57O0F828jJhzw5NQzhfWzWNOJXT3SVb66uQYIlbg",1781807447066]