2 builders who never spoke to each other

Send something physical they cannot delete

A parcel on the kitchen counter survives in a way an email does not, and recipients photograph it, so choose items that keep working after arrival: a poster that becomes wall advertising, a shirt that walks around, a shortcut card that stays on the desk. Run it through a print-and-post service so volume is not your problem, mine abandoned carts for addresses with proven intent, and use a personal call or a thank you note where the post cannot reach.

The method

1. 01

   Use physical mail as a marketing channel precisely because inboxes are saturated - a parcel on the kitchen counter cannot be dismissed the way an email can, and recipients tend to photograph it for social media.

2. 02

   Pick mail pieces that keep working after arrival: a poster becomes a free advert on their wall, a t-shirt turns a fan into a walking one, and a keyboard-shortcut card stays on the desk.

3. 03

   Run the mailing through a print-and-post API so volume does not become your problem.

4. 04

   Send new signups a postcard of the support team with an invitation to phone them, or a note of thanks from the founder.

5. 05

   Treat abandoned carts as a ready-made direct mail list, since you already have both the address and a proven intent signal.

What it returned

• Justin calls surprise packages one of the most effective techniques he used that year.

• Named options include Lob, PostalMethods, Paper, Kite, Peecho, Pwinty, Sticker Mule and Printful, plus custom temporary tattoo printers.

• Mobile Escape launched Escape Mail, mailing escape-room puzzles; demand made it a subscription

• Klopp did Zoom calls with fans isolating during lockdown

Sources

• How to surprise people in a digital ageJustin Jackson · justinjackson.ca · You've got mail · undated
• How Jürgen Klopp makes fans smileHarry Dry · Marketing Examples · undated
• The most creative Coronavirus company pivotsHarry Dry · Marketing Examples · 6) Mobile Escape · undated
• Posting seltzer. Making money.Harry Dry · Marketing Examples · Posting seltzer. Making money. · undated
• Say Thank You – The Bootstrapped FounderArvid Kahl · thebootstrappedfounder.com · Thanking your Customers · 2021-07-02