A direct marketing guru has offered advice to businesses seeking to attract busy senior-level executives.
Marketing to senior-level executives profits from being peer-to-peer personal, says Denny Hatch – a personalised letter “written” by the company CEO to their counterpart, in which shared outlooks and challenges are emphasised, maximises the chance of a response.
‘Dimensional mail’ – anything uniquely packaged, bulging, or in a box – also achieves high response rates, he claims. The envelope should, however, be free of teaser copy, reading ‘free’ or ‘urgent’ a transparent marketing ploy, writes Mr Hatch on the Business Know How site.
Express mail services are worth using for a few key clients each week, despite the expense, because “when it says FedEx on the package, the package gets opened”.
Finally, the crucial letter must contain information the reader couldn’t get elsewhere, helping give them the competitive edge.
Direct mail approaches are a vital lead-generation strategy for targeting “highly influential” top-level executives, according to Mr Hatch and their popularity is on the rise.