Direct Mail for B2B Lead Generation

Physical mail costs an order of magnitude more per contact than an email, and it also cuts through in a way email increasingly doesn't, precisely because almost nobody else is doing it. The economics only work for a small number of genuinely high-value target accounts, which makes this a precision tool for account-based programs, not a volume channel.

Do the math before committing

Cost per piece (design, production, postage, any included item)
    × number of pieces
    vs.
Expected value of the accounts targeted, at a realistic conversion
    rate for this channel

Direct mail rarely makes economic sense below a certain deal size — the cost per contact, especially with a physical item beyond a simple letter, only pays off against accounts worth pursuing individually and expensively. For a low-value, high-volume ICP, this channel is close to always the wrong tool; for a handful of six-figure target accounts, it can be the highest-ROI channel available specifically because almost nobody else uses it.

What actually gets opened and remembered