Scrappy ABM Why Your Direct Mail Gets Thrown Away | Ep. 248
If you are tired of getting ignored, show up in the one place your prospects cannot ignore you: their mailbox.
ㅤ
If you have been building a B2B marketing program, direct mail has likely come up. Unfortunately, it is often thrown out immediately—just like the junk mail you get at home. This happens because most marketers treat it as a cold opener or a mass outreach tool. On this episode of Scrappy ABM, Mason Cosby explains why you should never use direct mail to start a conversation with someone who has never heard of you.
ㅤ
Instead, Mason breaks down how to use physical mail to re-engage stalled deals or accelerate existing relationships. He shares why receiving a package is a "delightful interruption" compared to the crowded digital ad space, where you are constantly outbid. You will learn exactly where to insert direct mail into your pipeline, why you should start with a small pilot of 10 to 50 accounts, and why sending your own company swag is usually a mistake.
ㅤ
What We Cover
- The problem with cold direct mail: Why sending physical items to people who do not know you ends up in the trash.
- The "Delightful Interruption": How to provide context and excitement when a prospect opens a package.
- Avoiding the bidding war: Why the mailbox offers less competition than social media feeds.
- Three specific places to use direct mail: Stalled pipeline opportunities, historical funnel drop-off points (like free trials), and customer renewals.
- The Nike shoe example: How a personalized gift after a renewal created a lasting positive memory.
- Starting small: Why a 10-account pilot with a higher budget per gift often yields better ROI than mass sends.
- The swag rule: Why you should offer your branded gear as an option rather than the default gift.
- Internal alignment: The critical need for Sales and Customer Success to follow up immediately upon a package's arrival.
ㅤ
Resources
- Scrappy ABM Newsletter: Get weekly B2B marketing answers and tips. Subscribe here.
- Dreamdata: Mentioned for their 2025 benchmark report content play. Visit Dreamdata.
- Visit for more ABM tips and strategies
- Connect with Mason on LinkedIn
ㅤ
If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!