Agency New Business-Embrace The Snail


For the past five years, we’ve released our new business tools report with Mirren.  It’s one of our more popular pieces of content.

One tool we don’t talk about in the survey (because it doesn’t really make sense in context):

Snail Mail

Embrace the snail.

It’s interesting how many agencies look at me strangely, or question using mail as a way to break through to prospects in 2017.

Here to tell you though, it absolutely works-as one of many tools that complement each other.

I’m not going to throw a bunch of stats at you to. . .OK maybe just one:

36% of Marketers learn about new agencies from mailings

Key is to make sure whatever you mail is concise, not copy-intensive, shows some work (in a limited, but effective way) and defines your value prop.

It’s a part of every program at RSW/US and I personally use it to reach out to agencies as an initial introduction.

I send a simple letter on our letterhead, personally signed, and it is effective.

A little further proof coming your way-an email from an agency principal who I emailed a few days after I sent my letter:

First of all, I’m impressed with the timing of the letter and email. I just received the letter today. And since we get so little snail mail, except invoices, and even most of those are sent electronically these days, it was distinctive!

I’d be happy to chat with you. What’s your availability the week of March 27?

Embrace the snail!

Author: Lee McKnight Jr

I’m the VP of Sales at RSW/US. We specialize in working with services firms to help drive and close new business-if you need help with that, email me at lee@rswus.com. What I actually do: drive sales efforts to bring ad agencies and services firms on board with RSW, create content around successful new business tactics and help drive RSW/US marketing objectives, including social media channels, blog content, webinars, video and speaking engagements. Dig it.