The Client
A savvy professional services firm who wishes to remain nameless to keep the mystique of their approach out of their specific industry sector.
The Challenge
Reaching C-suite executives is no small feat. Traditional channels like email and LinkedIn are saturated by AI, leading to diminishing returns.
Our client needed an approach to capture the attention of decision-makers inundated with digital noise.
The Strategy
Enter the handwritten letter, a classic touch in a digital world. The client launched a campaign sending 800 personalised, handwritten letters with variables in the messaging to targeted executives. The letters exuded a personal touch that stood out amidst the usual influx of digital communications. A small gift was also included. Sadly we cannot tell you what it was to protect the clients own idea but less than £1 per gift.
They followed up with email sequences in house to nurture the leads and ensure that sales did not fall through the net.
The Results
- Response Rate: 7% (56 executives responded directly)
- Qualified Leads: 1% (8 leads actively engaged in the sales pipeline)
- Average Deal Size: £100K+
To put this in perspective, typical cold email campaigns in the B2B sector often see response rates below 0.2%. This campaign’s success was a testament to the power of personalisation and the impact of standing out.
Summary Table
MetricResult
Letters Sent | 800
Responses Received | 56 (7%)
Leads in Pipeline | 8 (1%)
Channel | Handwritten Letters
Avg. Deal Value | £100K+
Key Takeaway
In an era dominated by digital communication, reverting to traditional methods like handwritten letters can yield remarkable results, especially if they are combined with a strong marketing funnel and message. Using handwritten for the initial ‘intrigue’ conversation starter. This particular client has nearly tripled the size of their ongoing campaigns based on their results.
For businesses aiming to connect with high-level executives, adding a personal touch can be the differentiator that opens doors and drives meaningful engagement.
For more information, speak to one of our expert marketing team and receive a free campaign planning session at no cost to you. You can email info@penwrittenpost.co.uk
