Prospecting & Contact Data
Should You Contact More Than One Person at a Company?
For most accounts, one well-chosen contact is enough. Contacting more than one person at the same company, often called multi-threading, makes sense mainly for higher-value accounts where several people clearly shape the purchase. Otherwise a second postcard adds cost without adding much chance of a reply.
Practical guide · Published September 20, 2026 · Written by Zaki Usman
What multi-threading means
Multi-threading means reaching several people at one company instead of a single contact, for example the person who owns the problem and the person who controls the budget. It increases the chance that someone acts, and it helps when the decision involves more than one person.
When it is useful
It pays off when the account is valuable, the purchase involves several stakeholders, the sales cycle is long, or you have a champion who needs support from someone who holds the budget. In those cases a second contact can reach a person your first contact could never persuade alone.
When it creates waste
It wastes money on lower-value accounts, in small companies where one person makes every decision, and when both recipients get the identical card. Each additional piece carries the same production and postage cost as the first, so the second contact has to justify its cost by what the account is worth.
How to do it well
Choose contacts with different roles, such as one who owns the problem and one who controls the spend. Write a different message for each, in the language of what they care about, and keep the pieces coordinated so the recipients are not confused if they compare notes. Reserve the approach for your top tier of accounts.
For the numbers behind this rule of thumb, see how many decision-makers to contact per account.
Frequently asked questions
For most accounts, one well-chosen contact. Two or more only makes sense for higher-value accounts where several stakeholders clearly influence the purchase.
Usually not. Tailor the message to each person's role, so each card feels relevant to that recipient.
Only when the account is valuable enough that a second contact meaningfully improves the odds. For lower-value accounts, the extra cost rarely pays back.
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