Targeting & Campaign Setup
How do I choose which accounts should receive personalized direct mail?
Mail the accounts where one new customer is worth the cost of a card, that look like your best existing customers, and that your team can actually follow up with. Start with those three tests, rank what's left, and mail the top of the list first.
Practical guide · Published October 21, 2026 · Written by Kristine Dela Cruz
The Yotru answer
Not every account deserves a postcard. The ones that do share a few traits: they fit your ideal customer, the deal would be worth enough to justify the card, and someone on your team will follow up. Yotru can help build and filter the list, but the choice of who matters most should come from your own sales experience.
How clients ask it
- Which prospects are worth sending direct mail to?
- How do I prioritize accounts for a postcard campaign?
- Should I mail my whole database?
A simple scoring approach
| Question | Mail if |
|---|---|
| Do they look like our best customers? | Same industry, size and type of need |
| Is a win worth the card? | One customer is worth many times the cost of mailing |
| Is there a reason to reach out now? | Recent interest, news, an event or a past conversation |
| Will someone follow up? | A named rep owns the account |
Ordering the list
Rank accounts on those questions and mail in waves, starting with the strongest. Each wave's scan data shows which kinds of accounts respond, which sharpens the next one.
How we look at it at Yotru
The list decides more of a campaign's result than the design does. For the reasoning, see why B2B direct mail starts with the target list.
Frequently asked questions
Accounts that resemble your best customers, are worth a lot if they buy, and have a reason to hear from you now.
No. Pick the accounts that fit and that your team will follow up with.
Often 100 to 500. Orders start at 100 postcards.
Yes. Yotru can source and filter business contacts based on your criteria, and you approve the final list.
Usually. Past leads, lost deals and event contacts tend to respond better than complete strangers.
Each card has a unique QR code tied to the account it was mailed to.
Related topics
Work with Yotru
Mail the accounts that matter most
Bring your shortlist or your criteria. We build or complete the list, you approve it before you pay, and we handle the rest.