Yotru

Yotru Knowledge Base

Digital direct mail, explained clearly.

Practical guidance for choosing accounts, creating postcards, personalizing each message and knowing what happened after the mail arrived.

Guides
85
Topics
8
Authors
2

Start here

Make the important campaign decisions first.

Use these guides to move from an idea to a measurable direct mail test.

01 · Understand the channel

What Is B2B Direct Mail?

B2B direct mail is physical mail sent to specific companies and specific people inside them, not a broad consumer mailing list. Done well, it's personalized to the company and recipient, tied to a specific reason to respond, and connected to a trackable digital next step, usually a QR code, so the piece isn't a dead end once it's read.

02 · Choose the audience

How to Build an ICP for a Direct Mail Campaign

Build a direct-mail ICP by defining which companies are worth the cost of a physical piece before you worry about creative. Start from company-level fit (industry, size, geography, business model), connect that fit to what an account is actually worth, then identify who inside those companies should receive it. The result should be a target list that can grow without getting less accurate as it grows.

03 · Plan the postcard

What Postcard Size Is Best for B2B Direct Mail?

Yotru runs four postcard formats: Small (4.25" × 6"), Signature (6" × 9"), Jumbo (6" × 11") and Extra Large (9" × 12"). Signature is the default for most cold B2B outreach because it balances physical presence, creative room and cost per piece. The other three formats earn their place at the edges: Small for warm, low-effort touches at high volume, and Jumbo or Extra Large when account value or message complexity justifies the added cost.

04 · Measure the response

What Should You Track in a B2B Direct Mail Campaign?

A full picture runs from mail date and scan rate through landing page engagement, replies and calls, meetings booked, opportunities created, and finally revenue from closed deals, alongside operational numbers like cost per piece and cost per opportunity. The metrics that matter are the ones that connect to revenue; raw scan counts alone don't tell you whether a campaign worked. And the tracking has to be set up before the campaign launches, not stitched together afterward.

Written from experience

Meet the authors

Strategy and implementation guidance from Yotru’s business and engineering founders.

Jeffrey Huis in 't Veld

Jeffrey Huis in 't Veld

Product and implementation

Jeffrey is a software engineer, technology strategist and co-founder of Yotru. His background spans software architecture, cloud systems and product development. At Yotru, he focuses on how technology, data and automation can make personalized B2B outreach scalable, measurable and practical.

42 articles

Zaki Usman

Zaki Usman

Strategy and growth

Zaki is an entrepreneur and B2B growth strategist with extensive experience across demand generation, go-to-market strategy, SaaS and account-based marketing. At Yotru, he focuses on how companies identify valuable accounts, earn attention and turn targeted outreach into measurable business opportunities.

43 articles

Browse the library

Browse by topic

Choose a topic and start with the questions most relevant to your campaign.

12 guides

Direct Mail Fundamentals

Understand the channel, costs and where direct mail fits.

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14 guides

Targeting & ICP

Choose the companies and decision-makers worth reaching.

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15 guides

Postcard Strategy & Creative

Select the format, message and creative approach.

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7 guides

Variable Data Printing

Learn how personalization works across every postcard.

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10 guides

Tracking, QR & Attribution

Connect scans, responses and sales activity.

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15 guides

Campaign Playbooks

Apply direct mail to specific goals and industries.

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7 guides

Common Questions & Objections

Get clear answers to common campaign concerns.

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5 guides

Working With Yotru

See what Yotru needs and how campaigns are delivered.

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Work with Yotru

How Yotru can help

Yotru handles targeting, personalization, print, postage and unique QR tracking under one roof, so a B2B campaign stays coordinated instead of split across vendors.

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