B2B Direct Mail

There are many companies today that are using B2B direct mail to generate direct sales and support their resellers. These companies have realized that email is fast becoming a lot of white noise and the only way to get your message across through the clutter is for organizations to understand their audience better, design a better marketing plan and reach out through personalized letters and direct communication.

B2b direct mail lead generation works by stimulating and capturing the interest of the customer.  Indeed, using personalized letters and other mailers to supplement email marketing leads to much better response rates from the target audience. But an effective B2B direct mail campaign is much more than just sending a 5” x 7” postcard and expecting it to deliver results in the form of direct sales. Here are some of the ideas that you should incorporate into your direct marketing plan.

How to do Direct Sales

Make it Personal – Always make it a point to send a personalized letter to each prospect. Don’t just send the same message to all recipients. Include something extra to make your letters more meaningful to the audience. Include verifiable data and infographics wherever possible. Incorporate elements into your message that your audience will identify with.

Choose the Right Lists – B2B direct mail campaigns have a variable cost depending on the accuracy of the targeting. That’s why it is important to take your own time on building a high quality list of prospects and evaluate your database systematically. You should choose lists of the right size, and try to achieve the right results without stretching the marketing budget. When not sure about the accuracy of a list, it’s always better to consult an expert, like the list brokers at Bethesda List Center. Once you’re reasonably confident about the targets on the list, you can scale up the campaign after your mailing proves you are correct.

Be Realistic – You should have a good idea of the goals that you’re aiming for. You should be realistic about your expectations from the audience – you shouldn’t overestimate their interest in what you’re selling to them. Similarly, you shouldn’t underestimate or undersell yourself. If you’re not confident about a particular direct sales approach, go back to the drawing board and revise your B2B direct mail marketing plan till you come out with something that you’re more confident about.

Craft a Superb Call-to-Action – The call-to-action is perhaps the most important part of the B2B direct mail campaign. It has to be clear and effective, offer concrete actionable steps for people to take. A great call-to-action elicits a response and generates quality leads. To write such an effective call-to-action, you need to understand your audience first, arouse their curiosity with attractive content which explains what’s in it for them, and then go for the kill.

Make Your Mails Special – So what can you do to catch attention? Maybe use dimensional mail. When it comes to B2B direct mail, there’s nothing that captivates an audience better than boxes or lumpy envelopes. Your messaging should be just as creative and attractive as the packaging and the presentation.

Reinforce the Message – It’s not enough to write a great message and finish off with an effective call-to-action. You should try reinforcing the message with other content such as personalized URLs or personal landing pages. The idea is to engage with your audience better and to keep them involved at all times.

Direct Mail Marketing

The key to achieving success with your direct mail marketing is to get your prospects to engage with your company or organization on a consistent basis. Following the ideas given here will certainly help with both the response rate and the ROI.

This information has been brought to you by Bethesda List Center