B2B Direct Mail 101
B2B Direct Mail Marketing Is Different
Traditional print media still has a place in B2B marketing. However, deciding how to attract the most attention from your next direct mail campaign can be a challenge. Crafting a message that speaks to the needs of a businesses’ pain points and getting that message in front of the correct decision maker, makes B2B marketing unique, and in order to be successful, you must have a well thought out marketing strategy.
B2B direct mail marketers face an interesting challenge when compared to their B2C peers. Business purchases often require buy-in from multiple team members, and they’re generally much larger investments than consumer products.
In today’s digital world, business buyers are inundated with online marketing, whether it’s in the form of email, social media ads, or display advertising. In order to stand out against your competitors, you have to go above and beyond in order to connect with your best potential customers.
One of the most compelling ways to separate yourself from the pack is through direct mail marketing. While it’s considered by some to be an old-school tactic, marketers who use direct mail see high recall and response rates and create more personal connections with their prospects.
Why B2B Direct Mail Marketing Works
There’s no denying that it’s exciting to receive a piece of mail that’s interesting and relevant. Regardless of whether it’s in a mailbox at home or delivered to an office, most people enjoy the experience of getting a personalized note or package.
You may be selling your products and services to another company, but at the end of the day, it’s still a person who will ultimately make the decision to do business with you. Even though you’re not selling something that they will use in their personal life, the same psychological principles still apply to successfully attract their attention.
Statistically, B2B direct mail has 70% better recall than digital ads, according to the Direct Marketing Association. In addition, 79% of people who receive direct mail act on it, as opposed to 45% with email.
Direct mail isn’t used as frequently in B2B, but that can actually work in your advantage. It creates a more memorable experience, especially at work, where people don’t often get much mail that speaks to their needs.
It can also create a word-of-mouth buzz around the office — which is key in a B2B buying decision, where multiple people are often involved in a purchase. Recipients are likely to talk about a unique package that they received, which increases brand awareness in the office and generally builds positive sentiment.
Before sending out your first B2B mailings, it’s important to determine how direct mail fits into your overall marketing strategy, how you will execute, and how you will measure your results.
Here are a few key considerations to keep in mind when developing your B2B direct mail strategy.
What Are You Sending — and Why?
Whether you’re sending letters, postcards, handwritten notes or big-budget gifts, you’ll only see success if you’re reaching the right prospects at the right time and with an offer that’s relevant to them.
For example, if you’re trying to earn new business from someone you haven’t spoken with before, keep it simple. It would seem out of place to send them an expensive gift when you haven’t yet established a relationship. Start small with a simple note or postcard with a URL to learn more.
On the other hand, if you’re trying to retain a large, long-term client, you could show your appreciation by sending something of a higher value. Depending on your budget, try a box of branded treats or a tech gadget.
No matter what you’re sending, make sure there’s a purpose behind it, along with clear next steps the recipient should take after receiving it. After all, direct mail is a marketing tactic intended to earn new business and/or grow existing revenue.
Direct Mail and Other Channels In B2B Marketing
Like other marketing tactics, direct mail works best when it’s used in tandem with other channels. You should use online and offline channels in a way that is complementary, not competitive.
Direct mail marketing is an excellent method to get your prospects to stop what they’re doing for a few moments and think about your company. While you have their attention, encourage them to learn more about you by providing them with a special URL, perhaps with an exclusive offer.
As an example, you may send something to a prospect you’ve already targeted online with email or advertisements.
Use direct mail as an opportunity to jog their memory about who you are, what you do, and how you can help them.
Measuring Direct Mail Response
Especially in B2B , marketing is becoming more of a science than an art. It’s more important than ever to demonstrate the impact your marketing efforts are having on revenue.
With direct mail, you can track exactly how many people you’re targeting, as well as how they respond to your outreach. The clearest way to measure response is to provide a campaign-specific and trackable URL with your mailing, as a call to action to keep engaging with your company.
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