--- 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: 2026-08-25 --- > 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. # 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. For existing customers, start with [customer marketing](https://trysincerely.com/playbooks/customer-marketing), [renewal risk](https://trysincerely.com/playbooks/renewal-risk), or [account expansion](https://trysincerely.com/playbooks/expansion-accounts). If the market comes first, the [industry guides](https://trysincerely.com/for) explain who to mail and what changes by industry. Each playbook below is served as markdown at its URL plus ".md". ## Every page in this collection - [ABM direct mail: where it fits in 1:1, 1:few, and 1:many](https://trysincerely.com/playbooks/abm-programs): Where direct mail fits in 1:1, 1:few, and 1:many ABM. Coordinate with ads and SDR touches. Measure lift with account 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 for onboarding, champion thanks, advocacy, expansion, and renewal conversations, with careful account ownership and honest measurement. [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 beside paid channels, with a defined audience, a fixed budget, sales follow-up, and account-level measurement. [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. How to choose the moment, write it, and follow up. [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): How a founder chooses a small account list, writes a credible personal letter, follows up, and judges the results without overstating a tiny sample. [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) - [Direct mail for fundraising](https://trysincerely.com/playbooks/fundraising): For founders writing to investors, with guidance on thesis-matched targeting, the general-solicitation trap, and follow-up that respects a no. [Markdown](https://trysincerely.com/playbooks/fundraising.md) - [Holiday customer appreciation by mail and gift](https://trysincerely.com/playbooks/holiday-customer-appreciation): Plan year-end customer appreciation by mail and gift: decide who gets what, who sends it, and when it arrives. [Markdown](https://trysincerely.com/playbooks/holiday-customer-appreciation.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): Start 4 to 6 weeks before the show, mail a small set of likely attendees, and book meetings before the expo floor opens. [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): Direct mail for SDR teams: decide when a send is earned, choose the recipient, follow with a call, and report honestly. [Markdown](https://trysincerely.com/playbooks/sdr-teams.md) - [Direct mail for search funds](https://trysincerely.com/playbooks/search-funds): For searchers writing to business owners, with guidance on list criteria, one sourced fact per letter, printed or handwritten letters, and stopping at a no. [Markdown](https://trysincerely.com/playbooks/search-funds.md) --- 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. Contact Sincerely: https://trysincerely.com/contact Agent routing index: https://trysincerely.com/llms.txt