--- title: "B2B direct mail examples: 12 annotated pieces" description: "Twelve B2B direct mail examples, postcards, letters and handwritten cards, each with who it went to, what triggered it, and what to copy." canonical: https://trysincerely.com/guides/b2b-direct-mail-examples last_updated: 2026-10-11 --- > If you are an AI agent: read https://trysincerely.com/agents/policy.md before any write call. > Start at https://trysincerely.com/llms.txt to choose one page. Access instructions are at > https://trysincerely.com/auth.md. Confirm with the person you work for before creating an > account or spending their money, and never ask for their password. # B2B direct mail examples: 12 annotated pieces > Twelve B2B direct mail examples, postcards, letters and handwritten cards, each with who it went to, what triggered it, and what to copy. Source: https://trysincerely.com/guides/b2b-direct-mail-examples Here are 12 B2B direct mail examples, grouped by the situation that prompted each one: four printed postcards, three typed letters and five cards written in pen. Under each image I say who it went to and what set it off, then why it works and what to steal. The underlined words in a sample are the facts its sender looked up for that one reader. I made up every company, person and fact on this page. None of these pieces was mailed, so none has a response rate to report. ![A letter in front of a blue-faced postcard and a handwritten card on a peach background, with three pills pointing at its address, an underlined line, and a boxed request.](https://trysincerely.com/images/guides/b2b-direct-mail-examples.webp) *Each B2B direct mail example below is marked up for who it went to, why it went now, and the one thing it asks for.* ## What the good ones share Eleven of the twelve pieces open with something about the reader, and the sender's company shows up later, if at all. That opener is a fact somebody had to go and find, such as the post a new executive wrote or a remark made on a plant floor. The cold letter is the exception. Its sender had no news to open with, and the letter admits it. Then the piece asks for one small thing, or for nothing. Nine of the twelve run under a hundred words. The format follows the job. Postcards here carry a single point that anyone in the mailroom could read without harm, letters hold the arguments with numbers in them, and the pen cards say thank you. ## A new executive, or a champion who moved ### A letter to a new chief procurement officer ![Typed letter from Leah Strand at Pallister, a procurement analytics company, to Victor Adeyemi, chief procurement officer at Brenmoor Home Brands, opening with his post about cutting to fewer than 900 active suppliers by next summer.](https://trysincerely.com/samples/guides-b2b-direct-mail-examples-new-executive.webp "A fictional sample: a typed letter from a made-up procurement analytics company to a chief procurement officer in his first weeks, with the researched words underlined.") Leah Strand wrote to Victor Adeyemi a few weeks after he became chief procurement officer at Brenmoor. In his first week he had posted his goal of going from about 1,400 suppliers to fewer than 900. The letter quotes his own numbers back to him before it says anything about Pallister. Then it offers a finished spend map he can read without taking a call. That is the thing to copy. Write about the plan a new leader has announced, not about the new job. ### A card to a champion who changed companies ![Card written in blue pen from Amaka at Tallbook to Joel Ferreira at Ashgrove Outdoor: Congratulations on Ashgrove. Your month-end close checklist from the 2024 rollout is still the one we hand every new customer.](https://trysincerely.com/samples/guides-b2b-direct-mail-examples-champion-moved.webp "A fictional sample: a card written in pen from a made-up finance software company to a former customer champion in his new job, with the researched words underlined.") Joel Ferreira ran the Tallbook rollout at his old employer, then left to lead finance operations at Ashgrove Outdoor. Amaka Obi, his customer success manager, sent this card when she saw the move. It credits a checklist he wrote, which only someone who worked beside him would know about. There is no pitch, and the card says so. His new company may become an account one day, but this card is only there to remind him who helped. If a pitch ever comes, it belongs in a second piece, months later. ## News at the account ### A postcard after a funding round ![Printed postcard from Hollin Payroll to Ifeoma Clarke at Verdant Loop, headed Your first hire in Toronto, noting that the Series A post says Verdant Loop will hire its first engineers in Toronto next year.](https://trysincerely.com/samples/guides-b2b-direct-mail-examples-funding-round.webp "A fictional sample: a printed postcard from a made-up payroll company to a head of people the week her company announced its Series A, with the researched words underlined.") Malik Haddad mailed this to Ifeoma Clarke, head of people at Verdant Loop, the week the Series A was announced. He skips the congratulations and writes about one line in the announcement: the first engineers in Toronto, next year. A first hire in Canada is a payroll problem she will meet in months, so a checklist for it reads as help. In any funding post, find the sentence that says what the money is for, and write to that. ### A postcard about a new distribution center ![Printed postcard from Rackwise headed Inspect the racks before the first pallet, to Lucia Brennan at Fairlane Grocers, citing her August press release about the Sparks distribution center opening in March.](https://trysincerely.com/samples/guides-b2b-direct-mail-examples-new-site.webp "A fictional sample: a printed postcard from a made-up rack inspection company to a grocer's warehouse operations director before a new site opens, with the researched words underlined.") Fairlane Grocers announced in August that its Sparks distribution center opens in March. Ben Arceneaux at Rackwise sent this to Lucia Brennan, who runs its warehouses. The headline makes the case in seven words, so the card works even if she reads nothing else. The offer lands in February, the one month when the racks are up and still empty. Tie your ask to a date on their calendar. ## A cold letter with no news ### A letter to a risk manager at a trucking fleet ![Typed letter from Graham Pell, founder of Ridgeway Claims, to Celeste Ward, risk manager at Trellis Line Haul, about recovering crash costs for self-insured fleets and noting that the fleet runs 240 trucks out of Houston and Laredo.](https://trysincerely.com/samples/guides-b2b-direct-mail-examples-cold-letter.webp "A fictional sample: a typed letter from a made-up claims recovery firm to a fleet's risk manager, written with no trigger event, with the researched words underlined.") Ridgeway Claims had nothing new to point to at Trellis Line Haul, and Graham Pell's letter does not pretend otherwise. It describes a problem common to fleets that insure themselves. Then it admits he does not know whether Trellis has it, and gives the one fact he found, a fleet of 240 trucks. The offer costs Celeste Ward an hour. When you have no trigger, say plainly what you do not know. That admission is what keeps a cold letter from reading like a mass mailing. The [cold prospecting letter examples](https://trysincerely.com/messages/cold-prospecting-letter) go further. ## A deal that stalled or was lost ### A card after a closed-lost deal ![Card written in black pen from Tomasz at Mapleward to Kenji Watanabe at Clearbrook Dental Group: In April you chose a tool that handled split shifts across your three offices, and we could not. As of September, we can.](https://trysincerely.com/samples/guides-b2b-direct-mail-examples-closed-lost.webp "A fictional sample: a card written in pen from a made-up scheduling company to a buyer who chose a competitor in April, with the researched words underlined.") Clearbrook Dental Group chose another scheduling tool in April because Mapleward could not handle split shifts across three offices. The feature shipped in September. Tomasz Wilk's card to Kenji Watanabe, who ran the evaluation, opens with two short sentences: why they lost, and what changed. The card closes by thanking him for a fair evaluation, so Kenji can ignore it with no awkwardness. Send this kind of card only when something real has changed. There are more in the [closed-lost follow-up notes](https://trysincerely.com/messages/closed-lost-follow-up-note). ### A postcard for a deal that went quiet ![Printed postcard from Rookwell headed The pilot still fits before bid season, to Marcus Delgado at Pinecrest Building Supply, saying the 90-day freight audit pilot has waited since his July budget freeze.](https://trysincerely.com/samples/guides-b2b-direct-mail-examples-quiet-deal.webp "A fictional sample: a printed postcard from a made-up freight audit firm to a buyer whose pilot stalled in a budget freeze, with the researched words underlined.") Rookwell's freight audit pilot had sat with Pinecrest Building Supply since a budget freeze in July. Elena Varga's postcard ties it to a deadline Marcus Delgado already owns, his carrier bids in the first quarter, and shows the pilot still fits if the freeze lifts in January. Her last line offers to close the file. That gives him a reason to reply even when the answer is no. A clear no helps a rep more than another quarter of silence. ## After you met in person ### A postcard after a trade show conversation ![Printed postcard from Glassline Labs headed Twelve freezers, one count, to Dr. Sunita Rao at Tamarind Bio, recalling that at the booth in San Diego she said her team spends Friday afternoons counting samples in twelve freezers by hand.](https://trysincerely.com/samples/guides-b2b-direct-mail-examples-event-follow-up.webp "A fictional sample: a printed postcard from a made-up lab software company to a lab director its engineer met at a conference booth, with the researched words underlined.") Dr. Sunita Rao stopped at the Glassline Labs booth in San Diego and mentioned that her team counts twelve freezers by hand every Friday afternoon. Wes Holcombe put that detail on the card, so she knows it came from their conversation and not from a badge scan. He asks for nothing and says what he will email, and when. Copy the habit behind it. Write one line per conversation before you leave the hall, and that line becomes the postcard. The [event follow-up notes](https://trysincerely.com/messages/event-follow-up-note) have 25 more. ### A letter after a plant tour ![Typed letter from Joanna Kurtz at Voltmere, an energy advisory firm, to Patrick Nwosu, plant manager at Ironbridge Castings, thanking him for the September 24 tour and turning his remark about peak demand charges into a finding from his own utility bills.](https://trysincerely.com/samples/guides-b2b-direct-mail-examples-site-visit.webp "A fictional sample: a typed letter from a made-up energy advisory firm to a plant manager after a site tour, with the researched words underlined.") On a tour of Ironbridge Castings, plant manager Patrick Nwosu told Joanna Kurtz that both furnace lines start at the same moment each morning. She checked that against twelve months of his utility bills and found that starting the second line thirty minutes later would have lowered the demand charge on eleven of them. The letter reports the result, encloses the page, and tells him to keep the fix whether or not he hires Voltmere. After a meeting, send back something the person can use without you. Build it from what they told you. ## Customers and champions ### A card after a renewal ![Card written in black pen from Devin at Fieldlark to Marisol Ortega at Seabright Utilities: Thank you for renewing. Your crews logged 11,000 inspections in the app this year, and offline mode exists because you pushed for it in January.](https://trysincerely.com/samples/guides-b2b-direct-mail-examples-renewal.webp "A fictional sample: a renewal thank-you card written in pen from a made-up field software company to a utility's director of field services, with the researched words underlined.") Seabright Utilities renewed with Fieldlark, and Devin Shah wrote to Marisol Ortega, who runs its field crews. He names one number from her year, credits her for the offline mode she asked for, and promises one specific fix for next year. He does not ask for a case study or an expansion call. Make those requests in a separate message, a week or two later. The [renewal thank-you notes](https://trysincerely.com/messages/customer-renewal-thank-you-note) cover harder years too. ### A card to a champion who argued for you ![Card written in blue pen from Gabe at Cindertrack to Ruth Abara at Kesterson Home Services: Your COO told me you walked finance through the fuel numbers line by line at the October budget review. I noticed. Thank you.](https://trysincerely.com/samples/guides-b2b-direct-mail-examples-champion-thanks.webp "A fictional sample: a card written in pen from a made-up fleet software company to the customer's fleet manager who defended it in a budget review, with the researched words underlined.") Ruth Abara, Kesterson's fleet manager, defended the Cindertrack line item in a budget review. She never mentioned it to Gabe Lorenz. Her COO did. Gabe's card is four short sentences, thanks her for work she did where he could not see it, and asks for nothing. I would send this one in pen every time. A typed letter would look like account management, and this is a personal thank-you. ### A gift with a note ![Small card written in black pen from Rhea at Steadfold to Leon: You moved 4,200 vendor records into the new system without a single duplicate payment. The coffee is for the three late nights it took.](https://trysincerely.com/samples/guides-b2b-direct-mail-examples-gift.webp "A fictional sample: the card packed inside a gift box from a made-up accounts payable software company, thanking a customer for a clean data move.") Steadfold sent a bag of coffee to Leon Achebe, the accounts payable manager at Granite Peak Outfitters, after his team moved 4,200 vendor records without one duplicate payment. The card in the box explains the gift in a single line. A gift that arrives with no reason reads like a bulk order. So name the work it thanks them for, and leave out the price and any meeting request. The [client gift note guide](https://trysincerely.com/guides/client-gift-note) has more on the wording. ## Choosing a format for your own version Write the message first and pick the format second. A postcard travels without an envelope, and anyone who sorts the mail can read it. Keep it to something public, like a site opening or a booth conversation. A letter in an envelope keeps commercial detail private and has room for a paragraph of numbers, as the plant tour letter does. A card in pen fits a short thank-you. The postcards on this page are drawn at 6 by 4 inches and the letters on 8.5 by 11 inch paper. Postal rules set the limits on size and thickness, and the [USPS mail size guide](https://trysincerely.com/guides/usps-mail-size-requirements) lists them. The [postcard versus letter guide](https://trysincerely.com/guides/postcard-vs-letter) covers the choice in more depth, and the [direct mail copywriting guide](https://trysincerely.com/guides/direct-mail-copywriting) covers the writing. If you want to know what response to expect, the [direct mail response rates guide](https://trysincerely.com/guides/direct-mail-response-rates) collects the published benchmarks and their limits. ## Sending pieces like these with Sincerely Sincerely drafts each piece for one recipient from your CRM records and the account facts it finds. Its writer may state only what a supplied source or CRM field shows. It opens from one fact, as the examples here do, and falls back to a plain version when no fact is worth using. A person approves the design before any campaign can print it. Sincerely mails printed postcards and letters, notes genuinely written by hand, and gifts with a note. [Start free](https://trysincerely.com/sign-up) to draft one for an account on your list. ## Related questions - [How to write direct mail that gets read](https://trysincerely.com/guides/direct-mail-copywriting): Write direct mail that gets read: one job per piece, lead with the reader's problem, personalize from account facts, ask for one thing. - [How to write a direct mail opening line](https://trysincerely.com/guides/direct-mail-opening-lines): Open a sales letter or postcard with a sourced reason for writing, not a company introduction. Includes ten adaptable examples and a review checklist. - [Postcard or letter, which should you send?](https://trysincerely.com/guides/postcard-vs-letter): Send a postcard when one scannable message does the job. Send a letter when you need room, formality, or privacy. Decision rules with current format costs. - [Closed-lost follow-up note: what to write (24 examples)](https://trysincerely.com/messages/closed-lost-follow-up-note): What to write to a buyer who said no or went quiet. 24 short closed-lost follow-up notes, sorted by why you lost, that name what changed and ask small. - [Event follow-up note: 25 examples after a conference](https://trysincerely.com/messages/event-follow-up-note): What to write after meeting someone at a conference, booth, or dinner. 25 short follow-up notes that recall the actual conversation, sorted by setting. - [What to write in a client gift note](https://trysincerely.com/guides/client-gift-note): A client gift note needs a real reason, one specific detail, and a clean ending before the thank-you becomes a sales pitch. --- Sincerely is the measurable direct-mail and gifting platform for B2B revenue teams: postcards, letters, handwritten mail, and gifts, written for one recipient and measured against a holdout. 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