Welcome back to Marketing Qualified! Here’s what we’re talking about this week:
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When email fails, this still gets opened. The retargeting strategy more B2B marketers should be using.
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Petty? Maybe. Effective? Absolutely. A go bold or go home ad example.
📦 When email fails, this still gets opened.
You’re getting site visits. Your retargeting ads are running. Your emails are firing.
And still…deals stall. Prospects ghost. People forget you exist.
The truth is, your follow-up probably doesn’t suck. It just disappears.
You’re competing with dozens of other brands for the same few seconds of attention. And it’s not working.
It’s too easy to overlook another “just checking in” email or scroll right past another LinkedIn ad.
But you know what doesn’t get ignored?
A package sitting on their desk with their name on it.
Direct mail as retargeting = the follow up they’ll actually notice.
Let’s say a prospect visits your site. Maybe they read a few blog posts, check out the pricing page, even sign up for a free trial.
So you do what every marketer does next: Launch the nurture flow. Set up retargeting ads. Cue the drip campaign. And… crickets.
This is where direct mail can be a hero—not as a first touch but as your unexpected second one.
But skip generic flyers or bulk mailers. Instead, send something smart, personalized, and physical to re-engage someone who already knows who you are but didn’t bite the first few times.
Think of it as your last first impression:
The moment that actually gets remembered long after your digital ads and emails fade into the background.
Why it works:
1) It interrupts the day, not the feed.
You scroll past emails. You don’t scroll past a package addressed to you.
2) It lingers.
That mailer doesn’t vanish after 3 seconds. It sits on the desk. It gets passed around. It becomes a conversation.
3) It feels intentional.
Sending something physical signals effort. That matters when deals are worth 5 or 6 figures.
Where to Use It:
The pricing page ghoster.
They were this close! 🤏
A handwritten note and a coffee gift card says more than another subject line ever could.
The stalled opp.
If the champion’s gone quiet, a package that actually adds value might warm them back up.
Tier 1 ABM prospects.
They’ve engaged with your stuff. You’re on their radar. Direct mail can get you from known to memorable.
The zombie lead.
Been months? A smart touchpoint shows you’re still here (and still worth paying attention to).
“But how do I get their address??”
Good question. You’ve got a few options:
Google it. duh
Use intent data platforms (like ZoomInfo, Clearbit, Apollo, etc). Many offer company-level mailing info. Some even provide verified work addresses for decision-makers at target accounts.
Gate high-intent assets (like free trials) behind short forms that include business address fields. Keep it optional if you’re worried about friction.
Coordinate with Sales for late-stage opps. Reps often already have access to direct mail-worthy info (or at least a friendly champion who can help).
Use tools like Sendoso or Postal that handle fulfillment and can collect the address after a prospect accepts the gift or offer.
Retargeting is easy. Being remembered isn’t.
If your follow-up feels forgettable, maybe it’s time to trade pixels for paper.
📰 In the news this week.
📊 Findings from Deloitte’s 2025 digital media trends report.
🙅♀️ Checking in 3 years later with a brand that quit social media.
🤖 3 takes on how AI is overhauling advertising.
✅ What counts as a “good” conversion rate in 2025?
📸 Instagram is adding ‘Re-Posts’ to amplify content.
👀 Petty? Maybe. Effective? Absolutely.
While grabbing links for the first section of this week’s issue, we Googled “Sendoso” to find their URL.
But instead of Sendoso’s site, the first thing we saw was an ad from their competitor, Postal.
It read: “You meant Postal, right?”
Savage. 😂 But smart!
Here’s the screenshot:
The takeaway:
Your brand doesn’t always need to play it safe to be taken seriously.
Especially in B2B, a little edge, wit, or competitive energy can go a long way. It shows confidence. It makes people feel something.
And let’s be honest, it’s way more attention-grabbing and memorable than another generic ad.
If you want to stand out, sometimes the best move is the bold move.
😂 Marketing meme of the week.
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