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Power Your Growth
hello@propensity.com
Cut through the noise with something real.
Direct mail delivers a rare advantage: an unexpected, tangible moment that feels personal and leaves a lasting impression.
While most ABM platforms focus on digital-only engagement, savvy teams are rediscovering the power of physical outreach—especially when it’s precisely timed and highly targeted.
That’s why more B2B marketers are bringing direct mail into their omnichannel strategies, layering personalized postcards into sequences that already include display ads, email, and social ads. The results? A 63% increase in response rate when digital and direct mail are combined (source).
Direct mail is underused and unsaturated, making it an effective channel to capture attention when inboxes and ad feeds are overflowing. When done well, it drives both engagement and conversions.
And while many ABM platforms stop at digital, Propensity gives you the power to break through the noise with omnichannel precision. Because in today's market real impact requires real-world moments.
Direct mail also expands your ability to reach prospects wherever they work. With verified personal and business addresses in Propensity, you can connect with decision-makers at home or in the office—without being intrusive.
Direct mail isn’t just for top-of-the-funnel awareness. It shines during high-stakes decision-making moments.
According to USPS, 68% of marketing decision-makers reported that digital-direct mail coordination was most effective during the consideration stage. That’s why we recommend using it for:
Direct mail works best when targeted and intentional—especially for decision-makers, not full buying circles. It’s a more premium channel, so it’s important to focus on the roles most likely to influence or own the purchase.
“If you know a decision-maker is a motorsports fan in Florida, you could send a racecar-themed postcard ahead of the Daytona 500. Tapping into a prospect’s personal interests and not just their industry, can dramatically boost response rates. That’s the power of person-level data done right.”
—Sumner Vanderhoof, CEO, Propensity
💡 Pro Tip: Think of direct mail as a signal, not swag. It’s a way to create a personal moment in the buyer journey that doesn’t rely on catching them in a digital feed.
Timing and personalization are everything. When you trigger direct mail based on real-time engagement signals, it lands at the perfect moment to reinforce your message and move buyers forward.
Scenario: A target account visited your booth at an event.
Mailer: Use a branded 6x9 postcard featuring a photo of your team at the booth or a design that mirrors your event signage. Include a thank-you message and a QR code linking to an on-demand session or demo scheduler.
Message Idea: "Great chatting at SaaStr! Let’s keep the conversation going."
[QR Code] → Scan to book a follow-up or catch our session replay.
Why It Works: Visuals help trigger memory of the interaction while the QR code creates a seamless bridge from physical to digital. It feels familiar, timely, and personal.
Scenario: A contact from a high-fit account browses your pricing page but doesn’t convert.
Mailer: Send a personalized postcard reinforcing their interest. Include a QR code linking to a case study or ROI calculator.
Messaging Idea: "Looks like you're evaluating ABM platforms. We'd love to throw our hat in the ring." (Complete with the tipping cowgirl illustration and subtle humor.)
Why It Works: It shows you’re paying attention and adds a human, memorable touch during a critical consideration moment. The tone is conversational; the message is relevant, and it arrives just when they’re actively exploring options. This kind of personalized, lightly humorous mailer shifts the dynamic from cold vendor to thoughtful partner.
💡 Pro Tip: We’ve sent this postcard and have seen great success when timed perfectly with the account’s activity and decision window.
“We were deep in conversations with Demandbase and 6sense. Then your postcard showed up in my mailbox. You sneaky folks got my attention. I followed the CTA, and now we’re evaluating you, too.”
—Prospective customer during evaluation call
Scenario: An opportunity has gone quiet or a key stakeholder hasn’t responded to outreach.
Mailer: Send a re-engagement mailer to the decision-maker with a fresh CTA or promotion, timed to coincide with a new campaign launch.
Message Idea: “Still thinking about how to hit your pipeline goals this quarter? We’ve got some ideas. Scan here [QR Code].”
Why It Works: The postcard reignites interest and shows persistence without relying on more emails or cold calls.
Most ABM tools treat direct mail as an afterthought—something you need to manage manually or through third-party tools.
Propensity builds it into your ABM engine so you can launch physical mailers with the same precision and ease as digital channels.
With Propensity, you can:
And unlike swag or bulky gifts, postcards offer a light-touch and high-impact experience that doesn’t create waste or clutter—perfect for remote teams or eco-conscious buyers.
Ready to Take Your ABM Offline?
Add a personal, timely touch that your competitors aren’t reaching.
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