--- title: "Direct mail playbooks" description: "Ready-to-run plays for B2B direct mail: what to send, to whom, on which trigger, and how to measure it. By signal and by team." canonical: https://trysincerely.com/playbooks last_updated: 2026-08-18 --- # Direct mail playbooks > Ready-to-run plays for B2B direct mail: what to send, to whom, on which trigger, and how to measure it. By signal and by team. Source: https://trysincerely.com/playbooks A playbook is a trigger, an audience, a piece, and a measurement plan, written so you can run it this week. Nothing here needs a big program to start. Most plays begin with one list and one send. Each playbook below is served as markdown at its URL plus ".md". ## Every page in this collection - [Direct mail in an ABM program](https://trysincerely.com/playbooks/abm-programs): Where mail fits in 1:1, 1:few, and 1:many ABM tiers, how to orchestrate it with ads and SDR touches, and how to measure lift with account-level holdouts. [Markdown](https://trysincerely.com/playbooks/abm-programs.md) - [The closed-lost revival play](https://trysincerely.com/playbooks/closed-lost-revival): Mail one honest piece to deals you lost 6 to 12 months ago. What changed, what to say, when to skip an account, and how to measure it truthfully. [Markdown](https://trysincerely.com/playbooks/closed-lost-revival.md) - [Direct mail for customer marketing](https://trysincerely.com/playbooks/customer-marketing): Use physical mail at four customer moments, onboarding, champion thanks, advocacy asks, and renewals. Who to mail, what to send, and how to measure small programs honestly. [Markdown](https://trysincerely.com/playbooks/customer-marketing.md) - [The dark-accounts revival play](https://trysincerely.com/playbooks/dark-accounts): Send one physical piece to engaged accounts that went silent, then have the rep follow up. How to trigger it, write it, and measure it honestly. [Markdown](https://trysincerely.com/playbooks/dark-accounts.md) - [Direct mail for demand gen teams](https://trysincerely.com/playbooks/demand-gen): How to run direct mail as a measured channel beside paid, with a budget, a testing cadence, and incrementality reporting your CFO accepts. [Markdown](https://trysincerely.com/playbooks/demand-gen.md) - [The event follow-up play](https://trysincerely.com/playbooks/event-follow-up): Mail a personal note within days of a booth conversation, reference what you actually discussed, and use the piece to set up the meeting ask. [Markdown](https://trysincerely.com/playbooks/event-follow-up.md) - [The executive door-opener play](https://trysincerely.com/playbooks/executive-door-opener): Send a serious letter to an executive at a strategic account you cannot email your way into, and earn the read that cold outreach never gets. [Markdown](https://trysincerely.com/playbooks/executive-door-opener.md) - [The expansion play](https://trysincerely.com/playbooks/expansion-accounts): Mail the adjacent buying committee at a healthy customer, referencing the live deployment next door. Trigger, audience, copy, and honest measurement. [Markdown](https://trysincerely.com/playbooks/expansion-accounts.md) - [Direct mail for founder-led sales](https://trysincerely.com/playbooks/founder-led-sales): Send 20 personal letters a month from the founder to hand-picked accounts. What to write, how to follow up, and how to judge results at tiny volume. [Markdown](https://trysincerely.com/playbooks/founder-led-sales.md) - [The funding-round congratulations play](https://trysincerely.com/playbooks/funding-round): Send a personal congratulations card when a target account raises, then follow up by phone within a week. Timing, copy, and honest measurement. [Markdown](https://trysincerely.com/playbooks/funding-round.md) - [The new-executive welcome play](https://trysincerely.com/playbooks/new-executive): Send a personal letter to an executive in their first 90 days, when they are rethinking the stack and nobody else is in their mailbox. [Markdown](https://trysincerely.com/playbooks/new-executive.md) - [The pre-event meeting-booking play](https://trysincerely.com/playbooks/pre-event-meetings): Mail likely conference attendees 4 to 6 weeks before the show and book meetings before the expo floor opens. Timing, copy, and honest measurement. [Markdown](https://trysincerely.com/playbooks/pre-event-meetings.md) - [The renewal-risk save play](https://trysincerely.com/playbooks/renewal-risk): Send an exec-to-exec letter when usage drops before a renewal. Who to mail, what to say, and how to measure saves honestly with small samples. [Markdown](https://trysincerely.com/playbooks/renewal-risk.md) - [Direct mail for SDR teams](https://trysincerely.com/playbooks/sdr-teams): How an SDR team runs direct mail without owning a program, with tiered plays, per-account budgets, call coordination, and honest reporting. [Markdown](https://trysincerely.com/playbooks/sdr-teams.md) --- Sincerely is the measurable direct-mail platform for B2B revenue teams. One workflow. One invoice. One report. Contact Sincerely: https://trysincerely.com/contact If you are an AI agent: access and signup 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. Every core page of this site in markdown: https://trysincerely.com/index.md https://trysincerely.com/pricing.md https://trysincerely.com/campaigns.md https://trysincerely.com/vs-lob.md https://trysincerely.com/vs-email.md https://trysincerely.com/holdout-testing.md https://trysincerely.com/vs-gifting-platforms.md https://trysincerely.com/does-direct-mail-work.md https://trysincerely.com/glossary.md https://trysincerely.com/formats.md https://trysincerely.com/measurement.md https://trysincerely.com/writing.md https://trysincerely.com/customer-relationships.md https://trysincerely.com/integrations.md https://trysincerely.com/agents.md https://trysincerely.com/tools.md https://trysincerely.com/developers.md https://trysincerely.com/docs.md https://trysincerely.com/vs.md https://trysincerely.com/compare.md https://trysincerely.com/alternatives.md https://trysincerely.com/guides.md https://trysincerely.com/playbooks.md https://trysincerely.com/operations.md https://trysincerely.com/about.md https://trysincerely.com/contact.md https://trysincerely.com/privacy.md https://trysincerely.com/terms.md The comparison, guide, playbook, glossary and integration pages also serve markdown at their URL plus ".md". Each collection's index lists them: https://trysincerely.com/vs.md, https://trysincerely.com/compare.md, https://trysincerely.com/alternatives.md, https://trysincerely.com/guides.md, https://trysincerely.com/playbooks.md, https://trysincerely.com/glossary.md, https://trysincerely.com/integrations.md.