Finding leads in a business venture and leading them to a sale can be like a fisherman who goes out to sea every day for a big catch. The process is repetitive, but the persistent hard work pays off in the end.

This repetitive process of marketing to prospects and leading them to a sale is called a “workflow.” But how do you determine which steps you take in the process of fishing for a lead and catching it? While every business owner has a different workflow, there are some marketing strategies you can implement to make the flow of marketing tasks easier and more effective.

The first step is selecting which “hooks” or marketing channels you are going to use to draw prospects in. The most common ones are email, digital ads, SMS messages, direct mail, social media, video commercials, and cold calling.

But did you know that direct mail has the highest return on investment compared to all of these? While it’s important to employ a variety of marketing to reach prospects on different platforms, you do need to consider which one has the best ROI.

According to a study, direct mail has a response rate 5-9x higher than email.

It also:

So how do you incorporate direct mail into a daily workflow? Here are some suggestions from targeting leads to closing sales, all the way to building brand loyalty with customers.

1. Increase leads by targeting new movers or neighbors in your local area.

People who have recently moved into a new area are perfect targets to market to. They are typically looking for new doctors, dentists, landscapers, and more to help get established in the area. They also spend 5-times more money on home improvements in their first year of moving.

So how do you know who recently moved into your city or town? With PCM Integrations New Mover Mailers, you have access to this information based on homes that have been recently sold or purchased.

After launching the campaign, postcards or letters are automatically mailed to these new movers. And since 50% of buyers go with the vendor that responds first, your mailer gets your business ahead of the curve!

You can also find new prospects who might be interested in your services with radius mailers. This type of campaign finds leads based on the work your business has already completed in certain neighborhoods.

For example, if you are a landscaper who completed 3 jobs 5 miles from your headquarters, you can launch an automated mailer campaign that sends postcards to the neighbors of your customers.

The mailer message would say, “We just worked in your area!”

This not only shows prospects that you are a credible business, but it also works as a referral system to help increase your customer list.

2. Instigate the first touchpoint with welcome mailers.

Whether you enter a new name into your Customer Relationship Management (CRM) system from a digital ad or just met someone in person, a welcome mailer is the perfect way to solidify the new connection.

Physical mailers are ideal for this first touchpoint because mail stays in the home for weeks and sometimes even months. It’s also interacted with at least 4 times in the home. From sharing it with friends or putting it on the fridge with a magnet, mailers are easily shared and noticed once they arrive in the mailbox.

3. Keep the conversation going with follow-up mailers.

At this stage in the workflow, you’ve sent the lead a quote on a service or product or simply given them more information about your business, and now you are waiting to hear back.

You can time a follow-up mailer perfectly with automation. First, pick a time lapse that you feel would be best to keep the lead engaged – like one week after the price quote is sent. The mailer helps remind the interested prospect about your business and triggers action from them.

The best part is that your CRM keeps track of the timing for these follow-up mailers, so you don’t have to. Follow-up after a first point of contact is crucial because it keeps momentum going.

About 44% of consumers say 2-3 marketing touchpoints are needed before they’ll respond, and younger audiences require more repetition before taking action.

4. Solidify the sale with a thank you or congrats piece of direct mail.

When someone has just made a purchase from your business, that’s not the end of the sale — it’s the beginning of a relationship. Sending a well-timed mailer to new customers reinforces that they made a smart decision.

A physical card or letter in their hands feels intentional and memorable in a way an email simply doesn’t. It can thank them, restate the key benefits of what they bought, and introduce complementary products or services they may not even know you offer. This kind of follow-up reduces buyer’s remorse, builds trust, and keeps your brand top-of-mind while they’re still excited about their purchase.

When you continue the conversation after the first transaction, you increase the lifetime value of that customer. Small businesses don’t just need more customers; they need more repeat customers. A strategic mailer helps turn a one-time buyer into a loyal, long-term client.

5. Re-activate a customer that has gone dormant.

It’s common for customers to drift away over time, but businesses can rekindle interest from them with a mailer designed to spark a response again.

A few reasons why a mailer works to re-engage a customer:

A physical mailer just stays longer with customers than any other form of advertisement. This helps trigger the person to think about returning for a purchase – especially when an offer is included.

A CRM connected to automated direct mail also gives the business owner the option to personalize a mailer with the customer’s name and other details like past purchase behavior, loyalty points, or abandoned shopping carts.

Since these custom postcards or letters are mailed automatically when a customer hasn’t taken action for a set amount of time (30 days or 7 days, for example), it frees up the business owner’s time to focus on strategy and creativity instead of logistics.

Personalization of mailers also makes your customers feel seen and appreciated, which builds more brand loyalty.

Now that you are aware of the best direct mail workflows, are you ready to create one for your business?

Direct mail through PCM Integrations is simple, affordable, and effective. Want to see how direct mail can boost your CRM follow-ups? Schedule a quick call with PCM Integrations.