How To Use The Power of Surprise & Delight To Get Your Content Read

Fellow content creators, yes you, we need to talk. I can’t be the only one that gets frustrated when I spend time creating the best content I can, activate my teams to use it and then find that it’s not quite getting the readership we expected.  

Influence & Co. research said: “we found that the average reader viewed a resource for two minutes and two seconds and only consumed 53% of an average content offer” And that:
“72% of prospects downloading your content haven’t previously downloaded content from your website.”- Source

We also know, however, the importance of content. After all ‘Content is King’ and marketing powerhouse, Neil Patel notes: “Businesses that use content marketing have conversion rates 6x higher on average than those who do not”. And blogs are particularly effective: “SMBs that blog generate 126% more lead growth than their non-blogging counterparts.”- Source

So it seems that somehow content is vital to a businesses success but getting it read in the first place is extremely difficult. Overcoming it can seem like a real struggle too but there is something to hone in on here. A lot of these stats seemed to be based on digital readership. There is a channel that is often overlooked when it comes to getting content read; physical direct mail.

In a world where digital fatigue has definitely sunk in, having something physical to hold and engage with has almost become a novelty and one that does work and the numbers back it up:

  • Up to 90% of direct mail gets opened, compared to only 20-30% of emails
  • 60% of marketing respondents said combining digital and direct mail increased ROI
  • 68% of marketing respondents said combining digital and direct mail increased website visits


Wondering what you can send?
Here are 50 Direct Mail and Gifting Ideas for Q3!

Combining the power of direct mail with your digital channels is clearly the way forward. But which approach is best? Well, here’s our top 5 ways to use direct mail to get your content read:

Humanize ABM

Direct mail, especially in the form of personalized and curated bundles, is a key component of any strong ABM programme. Bundles can contain a high-ticket item that represents your offering such as a smart speaker and a QR code linking to your recent webinar, food or drink like gourmet chocolates and champagne to surprise and delight your recipient or even a novelty item to get your prospect’s attention. This is a perfect opportunity to also have your most recent ebook printed and placed in the bundle too!

Bring Them Back From The Cold

Prospects go cold. It happens to even the best sales teams. However, using direct mail to send some cookies or even some of your finest company SWAG, accompanied by the new blog that pertains to specific challenges the prospect brought up during the discovery call. The gentle reminder of why you were speaking in the first place can reheat discussions.

Inspire Me

Clients look to your customer success teams to help them with everything from your contract with them through to strategy ideas. Renewals are also a fantastic opportunity for your team to send clients a personalized bottle of alcohol to toast the next 12 months of working together, but alongside it, your recent report, full of strategies and ideas for the year ahead. Giving your client something fun but also practical to them is a sure-fire hit.

Get Their Attention… and Their Interest

Using direct mail to get the attention of your prospects is a powerful tool for BDR teams. However, the best BDRs are able to get their prospect’s attention and their interest. Make a direct mail send of a chocolate egg which when cracked open has a note with a QR code to take the recipient to a playbook and really impress.

Can’t Wait to Work Together

Once a prospect signs and becomes a client, there’s definitely that sense of excitement. Everyone is really happy to be onboard and the possibilities are endless. Why not celebrate the occasion with a bundle full of SWAG and treats along with some campaign ideas to make your new client feel part of the team and also give them some ideas to get started with your solution. It goes a lot further than an email filled with attachments.

There’s our list! You should have some great ideas on how to get your content read through the power of direct mail across your commercial channels. For more information on how you can harness the power of direct mail for your teams, drop us a line at 

Regular updates & best practices around ABM, direct mail & B2B sales and marketing!

Alex Olley
Co-Founder, Chief Commercial Officer

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