7 Ways to Use Direct Mail Marketing to Get Past Gatekeepers

A gatekeeper can be one of the biggest obstacles to sales for your business. Whether you’re cold calling businesses or sending direct mail marketing, the first person you need to ‘sell’ is the one answering the calls or opening and/or distributing the mail. These people are the gatekeepers, and you’ll need to get past them if you want your message to get to the person responsible for making decisions about sales.
7 Ways to Use Direct Mail Marketing to Get Past Gatekeepers
1. Segment your Audience
Large organisations are far more likely to have gatekeepers, so you should separate your B2B mail-outs by company size. If a company has fewer than 20 employees, marketing to a gatekeeper won’t necessarily be required.
2. Go for Professional Rather than Promotional
People often put a lot of thought into the design of whatever is IN the envelope, but sometimes forget to consider the outer envelope. Focus on designing an outer envelope that looks like important correspondence rather than just something purely promotional.
3. Appeal to the Gatekeeper Directly
If you’re confident that your mail-out is something that would be of interest to a decision maker, you can always include a message to the gatekeeper inside the envelope. Explain why the product or service would benefit the boss and why the gatekeeper should pass it on. You might also consider including a freebie offer for the gatekeeper as incentive to pass your mail-out on.
4. Double …
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