Timing your send: the cadence that actually moves pipeline
When to hit them with the postcard, what email to send before, and how to follow up without being annoying.
A postcard out of nowhere works. A postcard sequenced with email + LinkedIn works way better. Here's the cadence we've seen win.
Day 0: warm them up
Send a short LinkedIn DM or email referencing the same specific thing the postcard will. Don't pitch yet. "Hey, saw the launch. Congrats. Wanted to send you something IRL, what's the best address?" If they reply, great, you got the address straight from them and an opt-in on top.
If they don't reply, mail the card anyway. The DM primed them.
Day 4-6: the postcard lands
First class arrives in 3-5 business days. Aim for a Friday landing after a Wednesday DM. They've had time to forget the DM, then the postcard re-anchors it.
Tip
Holiday weeks are worth targeting. People are at home, mail piles up, and a postcard stands out against the bills.
Day 8-10: the soft follow-up
Once you're confident the card landed, send a short email. "Did the card make it? Wasn't sure if your office address was current. Anyway, the thing I mentioned..."
This pulls the conversation back online, and it gives people who liked the card but didn't know how to reply an easy way in.
Day 15+: leave them alone
If they haven't engaged by day 15, drop them from this sequence. Don't send a second postcard. Move them to a quarterly check-in cadence and try again in 90 days with a different specific reference.
The postcard's power is that it's rare. Sending two in a month makes you the new junk mail.