Direct Mail Postcards

Run the icp-definition drill to define your ideal customer profile for direct mail. Focus on decision makers at companies with physical offices, job titles that process their own mail (founders, VPs at small companies), and industries where physical mail is uncommon.

Run the build-prospect-list drill to source 20-50 contacts. Use Clay enrichment waterfall to obtain verified business mailing addresses. Remove any contact without a verifiable physical address.

Write one postcard variant. Front: personalized headline addressing the recipient's pain point. Back: 2-3 sentences of value prop, a clear CTA, and a personalized tracking URL (https://yoursite.com/dm?ref={{contact_id}}&c=smoke-1).

Run the postcard-campaign-send drill: verify all addresses via Lob address verification API, create front and back templates in Lob, send postcards to verified addresses, log send data in Attio.

Human action required: review the Lob PDF preview before confirming the live send. Check merge variables, layout, and tracking URL.

Monitor Lob tracking events for delivery confirmation (3-7 business days). After delivery, watch for responses over 14 days: PostHog events from tracking URLs, inbound emails, meetings booked.

Log every response manually in Attio: response type, date, and reaction.

Run the threshold-engine drill. Pass threshold: at least 1 response from 20-50 postcards within 14 days of delivery. If PASS, proceed to Baseline. If FAIL, diagnose addressing, relevance, or timing and re-run.