Differentiate marketing channels by their purpose. Use online platforms for broad reach and repeated touchpoints. Reserve offline, in-person events for fostering the genuine, vulnerable connections that are difficult to replicate digitally and are critical for building strong relationships.

In an era of mass automation, customers notice and value actions they know can't be easily scaled. Instead of another automated email, send a personal video via text, a handwritten note, or "lumpy mail." These high-effort signals cut through the noise and show genuine appreciation.

Focusing on email open rates can lead to clickbait subject lines and weak copy. Instead, orient your entire outreach strategy around getting a reply. This forces you to write more personalized, engaging content that addresses the recipient's specific pain points, leading to actual conversations, not just vanity metrics.

Email marketing delivers a powerful, unmatched return on investment, with industry figures suggesting up to a 40x return. A single strategic email can easily generate more revenue and direct results than weeks of consistent, effort-intensive social media posting, making it a highly leveraged channel.

By using cookie data from website visitors (with consent), businesses can send a physical postcard to high-intent prospects who didn't convert online. This tactic creates a powerful, seemingly serendipitous touchpoint that reconnects with potential customers offline, making your brand feel omnipresent.

Instead of generic postcards, send customers useful branded items via direct mail, like magnets with school calendars or sports schedules. This utility-focused approach ensures your brand remains visible and top-of-mind in their home.

A physical, handwritten note cuts through digital noise and is perceived as more meaningful because the brain registers the effort involved. These notes often become keepsakes that serve as long-term reminders of appreciation, far outlasting a fleeting text or email.

An author sending direct mail bypasses the C-suite and targets the specific person who manages the relevant program. This individual is the actual user and decision-maker, receives less unsolicited mail than an executive, and is more likely to appreciate and act on a highly relevant offer.

In a digitally oversaturated landscape, successful ABM campaigns require a mix of touches. Reintroducing traditional physical elements, like thoughtful direct mail, alongside digital tactics creates a multi-dimensional experience that drives engagement and opportunity creation.