Direct mail expert, Alan Rosenspan, was recently asked, “Is direct mail really effective for reaching CEOs, CFOs, CIOs and CMOs?” His answer: “Of course you can do effective direct mail to the C-level. In fact, one might argue that’s the only form of marketing that really gets through to them.”
Steps to reach senior executives with direct mail
- Make it look personal so it gets by the gatekeeper (PA/EA/receptionist/secretary).
- Write the letter from one CEO to another. Put the name of the CEO who is writing the letter in the upper left hand corner of the envelope.
- Make it look important.
- Use a dimensional mailer to get their attention. (Nobody ever threw out a box without opening it; no gatekeeper ever decided that “the boss doesn’t have to see this.”)
- Use PURLs (Personalized URLs) to gain their attention.
- Show you’ve done some research on their organization. Whenever Alan gets a new client, he visits their website – lots of valuable information is there, some of which can be included in the direct mail programs.
- Don’t do a one-shot; make it a consistent campaign. If reaching the CEO is very important to you (and worth it to your company) don’t just do one mailing. Do a series of mailings designed to work over time.
Alan’s website is worth visiting because it contains lots of good anecdotes and tips on direct marketing.
Kim J. Harrison has authored, edited, coordinated, produced and published the material in the articles and ebooks on this website. He brings his experience in professional communication and business management to provide helpful insights to readers around the world. His wide-ranging career includes roles as a corporate affairs manager, consultant, author, lecturer and business manager. Kim has received several international media relations awards and a website award. He has been quoted in The New York Times and various other news media, and has held elected positions with his State and National PR Institutes.
