Handwritten note prospecting campaigns get sky high response rates compared to email or print direct mail campaigns thanks to their personal and thoughtful nature. But pressing send on your Inkpact campaign isn’t like pressing a magic button, your work isn’t done yet. Whether you are prospecting someone in a small start-up or large enterprise, they are decision makers and are therefore going to be very busy people. We have found that even when we send the most personal, one off gift that we’ve spent hours putting together, it’s not until the 3rd or 4th follow up that you get a response and a thank you. In this guide you will find our best practices to ensure you get the best ROI possible for your campaign.

quality-green-XL

 

Channels & Touchpoints

How many touchpoints should you include in your follow up process?

The more the merrier. Aim for a total of 9 touch points spread over a two week period from the day the direct mail lands with recipients.

What channels should be incorporated in the follow up?

Make sure you follow up on a handful of different channels, don’t limit follow up campaigns to a single channel. Some are more likely to respond on Linkedin on their phone on their commute, others are more responsive on email or phone calls. Increase your odds by giving flexibility to responds on multiple channels. Just make sure you deliver value and be clear with every touchpoint.

Here are the channels we recommend you reach out on:

  •       Direct mail package – handwritten notes / handwritten notes + gifts
  •       A sequence of 3-4 human emails
  •       LinkedIn request to connect inc. message
  •       LinkedIn messages  / profile views depending on whether they connect or not
  •       Phone calls
  •       Account based paid ads

 

Calendar3-1

 

Timelines

What timelines should we work to?

The Golden Rule: Don’t send more than one touchpoint a day. Spread them out otherwise you look desperate. People are busy, and sometimes genuinely don’t have time to get back to you so give them the chance to read and get back to you.

Logistics to bear in mind:

  • First of all your post has to work its way through the Royal Mail system. Allow 1-3 days for UK recipients, and 5-7 days for international recipients.
  • Then there is an internal office system to get through before making its way to their hands. Some are more efficient than others.
  • One thing we have noticed is that co-working spaces like WeWork tend to have a pigeon hole system where you have to proactively go and check for your post. It doesn’t just land on your recipients’ desk. Hence why it’s so important to support the direct mail piece with other messages to ensure they get it.

The Inkpact Campaign Follow up Calendar:

Day 0: Direct mail sent
Day 3: Direct mail delivered
Day 6: Email #1
Day 8: Linkedin request
Day 10: Email #2
Day 11: Phone call
Day 12: Email #3
Day 13: Phone call
 

*The above is for UK Recipients – adjust follow up process for international by starting on Day 9

Which touchpoints get the best response rate?

It’s pretty scattered throughout the campaign because people have very different and busy schedules. For example one prospect could swamped with closing their financial year while others are dealing with an operational crisis! However on the whole the first email after direct mail is delivered gets the best response rate.

Others touchpoints to try… Engagio get really high response rates by including a Linkedin connection request & email from their CEO to the prospect. This was the second most potent touchpoint around Day 10 of the sequence for them, second to the first email after the parcel was delivered.

 

scaleup-green-XÖ

 

Tracking

What metrics should we track?

Ultimately it depends on your goal for the campaign. Here are the most popular metrics to measure the success of your prospecting campaign:

  • Response rate: How many recipient accounts responded asking for more information
  • Opportunities in pipeline: How many target companies are you having conversations with?
  • Deal close rates (Are they improving?)
  • Time to close (Is it decreasing?)
  • Deal size (Is it increasing?)
  • Upsell/cross-sell opportunities (Are they increasing?)

How do you stay organised and keep track of your responses?

  • At a minimum you need a spreadsheet. You can download the CSV from the platform as a start and add other columns.
  • Keep your CRM system updated at all times. In case they call or make contact on live chat, the seller needs to know the latest.
  • Use email folders to file away responses per campaign.

What are the greatest challenges to be prepared for?

The biggest challenge is consistency within the follow up process. Making sure you actually deliver on the 9 touchpoints you planned. Once you start to get a few opportunities in the pipeline it’s easy to focus on these low hanging fruits and de-prioritise the rest of the follow ups with those leads who haven’t yet responded.

To get around this challenge, spit out the roles between Marketing, Business Development Reps, Account Managers. At Inkpact Marketing are responsible for campaign delivery and paid ads, Business Development Reps are responsible for the follow up emails, calls and linkedin messages. Once qualified by the BDR, the Account Managers handle the meetings, quote and proposal creation.

Block out time in your diary for executing each touchpoint over the two week period. And finally organise weekly meetings with Sales & Marketing to keep everyone accountable to their tasks, report on metrics, share updates and celebrate wins. 

 

 

White-stars

 

 

Best Practice Bombshells

 

Our sales team share what they have learnt over the years. 

Email Tips

Email copy

  • Include in your email subject line and first sentence “Did you receive my letter / gift?” This is much more interesting hook than “can we chat about XYZ”

  • Keep them short and sweet with one clear call to action.

  • Remember people might read your message on their mobile devices so don’t write an essay!

  • Make sure they look like they are written by a human, not like a mass marketing email.

Email subjects

  •      Introduce yourself + why you are reaching out to them. CTA: book time for meeting
  •     Check they are the right person. CTA: book time for meeting
  •     Name any of their competitors you work with. CTA: get a referral to relevant person

Tone of voice

  • Similar to the handwritten note message, use a friendly, honest, and personal tone of voice.
  • Personalise with their first name at a minimum, ideally include their company name or their job title within the body of the email too to show care and attention to detail.
  • Tone down any jargon or corporate speak. If it’s a sentence you wouldn’t say out loud don’t put it in a message.
  • Understanding your buyer persona to get the message fit right.
  • Keep it relevant and interesting, mention competitors you’ve worked with, and where possible demonstrate you have researched their company.

 

Phone Tips

  • Don’t be rude to the gatekeepers! They hold the power so make friends with them by being polite and honest about why you are trying to make contact. As with emails demonstrate that you have done your research and have a truly legitimate reason to reach out.

  • Have an easy ask and clear pitch – otherwise it’s hard for the gatekeeper to refer you onto the right person.

 

An Inkpact Example

Untitled design (3)

In February, with Valentine’s day on the 14th and Random Acts of Kindness day on the 17th we sent out a ‘customer love’ themed campaign. We reached out to cold prospects and warm contacts in the retail industry to show them the impact loving your customers can have on brand loyalty.

 

The Results: Out of 57 packages sent we got…

99%

Open rate

Handwritten envelopes are pretty much guaranteed to be opened and read

42%

Response rate

24 recipients responded asking for more information

20%

Meetings booked

11 recipients had a call or face to face meeting with our sales team

10.5%

Business won rate

6 deals were successfully closed off the back of this campaign.

Download our guide