--- title: "Direct mail for customer marketing" description: "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." canonical: https://trysincerely.com/playbooks/customer-marketing last_updated: 2026-08-18 --- # Direct mail for 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. Source: https://trysincerely.com/playbooks/customer-marketing Customer marketing mail is a short list of physical pieces sent at four moments: onboarding, champion thanks, advocacy asks, and renewals. It works because customers stop reading your email long before they stop being customers. A printed piece from a named person lands outside the channel they have learned to skim. Run it as a standing program, not a campaign: small lists, triggered by lifecycle events, all year. ## The trigger Each moment has its own signal. Pull these from your CRM weekly: - Onboarding: the deal moves to closed-won, or the account completes setup. Mail inside the first two weeks, while the decision still feels fresh. - Champion thanks: a champion ships a rollout, hits a usage milestone, or gets promoted. Mail within days of the event, or the thanks reads as automation. - Advocacy ask: an NPS response of 9 or 10, or a CSM flags a happy account. Mail before you need the reference, not the week you need it. - Renewal: 90 days out on healthy accounts. At-risk accounts are a different play with sharper stakes, covered in [the renewal-risk save play](https://trysincerely.com/playbooks/renewal-risk). Sincerely syncs audiences from Salesforce or HubSpot, so each trigger can be a saved report that feeds the program directly. ## The audience Mail people, not accounts. The onboarding welcome goes to the executive sponsor who signed, because they took a career risk on you. The thanks goes to the individual champion by name. The advocacy ask goes to the specific person who scored you a 9. One recipient per moment, at their verified business address. Expect small numbers. A 200-customer base might produce 15 to 40 pieces a month across all four moments. That is the point: this program trades volume for precision. ## The piece Use a letter for onboarding and renewal moments, a 6x9 postcard for thanks and advocacy asks. The letter carries weight; the postcard carries warmth without ceremony. On Sincerely, 6x9 postcards run $1.20 to $1.95 past your included pieces and letters $1.25 to $2.00, depending on plan, print and postage included. Every piece is written for one recipient from CRM context, with human approval before it prints. The copy names the specific thing, not the relationship in general. For a champion thanks: > Dana, your team crossed 10,000 processed invoices last week, eight months after you pushed the rollout through three procurement reviews. That took stubbornness, and we noticed. Thank you for betting on us. No ask. No feature pitch. The ask comes later, in a different piece, and it lands better because this one asked for nothing. Where a gift genuinely fits, a champion who closed a hard rollout, a sponsor you want to delight, a gifting platform is the better tool. Sincerely mails printed postcards and letters, and handwritten notes to US addresses, but it does not mail gifts today. See [Sincerely vs gifting platforms](https://trysincerely.com/vs-gifting-platforms) for where each wins. ## The follow-up Mail opens the door; a person walks through it. Three to five business days after estimated delivery, the CSM or sponsor sends a short email that references the piece: "Hope the note landed. Meant every word." For advocacy asks, that follow-up email carries the actual request, a review, a reference call, a case study. The mail earns the right to ask; the email does the asking. ## How to measure it Be honest: at 15 to 40 pieces a month, you cannot read statistical lift per moment. Small samples produce noisy percentages, and a 3-person difference looks like a trend. So measure two ways: 1. Directional outcomes per moment: advocacy asks that convert to a reference, thanks pieces mentioned in the next QBR, renewal conversations that start early. 2. Program-level lift over time: Sincerely locks a holdout at launch and reports lift with confidence intervals, and says plainly when the result is not statistically ready. Read [the holdout guide](https://trysincerely.com/holdout-testing) before you promise anyone a number, and use the [holdout-size calculator](https://trysincerely.com/tools) to see how long your volume takes to reach a readable sample. Your customers already decided you are worth reading. Mail is how you stay worth it. --- 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. 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