Direct Mailing B2B Use Cases: Generating More Leads with Direct Mailing
What is Direct Mailing
Direct mail marketing is a form of advertising where a business or organization sends promotional materials directly to potential customers through the postal service or other delivery methods. These materials can include letters, postcards, catalogs, brochures, and other promotional items. In this article we present several interesting direct mailing B2B use cases.
The goal of direct mail marketing is to reach a targeted audience and encourage them to take a specific action, such as making a purchase or requesting more information. To achieve this, businesses often use targeted mailing lists based on factors like demographics, location, or past purchase history.
Benefits of Direct Mailing
While email marketing has become a popular form of digital marketing, direct mail marketing can still offer several benefits that set it apart, such as:
- Higher response rates: Direct mail often has higher response rates than email marketing, as physical mail is less likely to be ignored or filtered out than emails.
- Greater personalization: Direct mail can be highly personalized to the recipient, with targeted messaging and even customized designs or offers, which can help improve the chances of conversion.
- Tangible, physical presence: Direct mail can provide a physical presence in a potential customer’s home or office, which can make a lasting impression and increase brand awareness.
- Better engagement: Direct mail can be more engaging than email, as it provides a tactile experience that people can physically interact with, which can help build stronger connections with the brand.
- Less competition: Direct mail campaigns can help businesses stand out from the competition, as it can be less crowded than email inboxes, which can often be inundated with marketing messages.
- Targeted audience: With direct mail, businesses can target specific demographics or geographic locations, which can help improve the relevance of the message and increase the likelihood of conversion.
Direct Mailing Statistics
Here are some statistics about direct mail marketing that can provide insights into its effectiveness:
- Average response rate in 2022 was 2,7% to 4,4%. Compared to 0,6% rate in email-marketing, as you can see, average response rate is much higher for direct mailing.
- Average opening rates range between 58% and 85%.
- 2% of direct mail recipients either read or scan the mail they get.
- Direct mail recipients purchase 28% more items and spend 28% more money than people who don’t get that same piece of direct mail.
- Average return on investment is $4.09 for each $1.27.
- These statistics show that direct mail can be an effective marketing channel that can help businesses achieve their marketing goals and improve their ROI.
Overall, direct mail marketing can be a powerful tool for businesses to reach their target audience and achieve their marketing goals, especially when used in conjunction with other marketing channels like email or social media.
Downsides of Direct Mailing
Although direct mail marketing can offer several benefits, it also has some potential weaknesses that businesses should be aware of. These include:
- High cost: Direct mail campaigns can be expensive, as they often involve printing and postage costs, as well as the cost of designing and producing the materials.
- Limited reach: Direct mail can only reach people who have provided their address or are on a targeted mailing list, which can limit the overall reach of the campaign.
- Slow response times: Direct mail campaigns can have a longer response time than digital marketing methods, as the physical materials take time to produce, deliver and be acted upon.
- Environmental impact: Direct mail campaigns can have negative environmental impacts, as they use paper and other materials that can contribute to waste and pollution.
- Inaccuracy of targeting: Despite efforts to target the right audience, there can be some inaccuracy in direct mail targeting which can result in wasted resources and money.
- Limited tracking and data collection: Direct mail campaigns can be difficult to track, and measure compared to digital marketing, making it challenging to collect data on the effectiveness of the campaign and to make informed decisions about future campaigns.
Overall, businesses should carefully consider the potential weaknesses of direct mail marketing when deciding whether to include it as part of their overall marketing strategy. They should weigh the costs and benefits of direct mail against other marketing channels to determine the most effective approach for their business.
Generate B2B Leads with Direct Mailing: Best Practices
Here are some best practices for direct mail marketing that can help increase the effectiveness of your campaign:
- Define your target audience: Determine who your ideal customer is and create a targeted mailing list that includes only individuals who fit your customer profile.
- Craft a clear message: Develop a clear and concise message that speaks directly to your target audience, highlighting the benefits of your product or service.
- Personalize your materials: Use personalization techniques such as addressing the recipient by name and incorporating specific details about the recipient’s preferences or past interactions with your brand.
- Use eye-catching design: Use a professional design that is visually appealing and grabs the recipient’s attention. Make sure that the design complements your message and reinforces your brand.
- Include a strong call-to-action: Encourage the recipient to act by including a clear and compelling call-to-action (CTA), such as visiting your website, calling for more information, or making a purchase.
- Test and measure your results: Test different elements of your direct mail campaign, such as the offer, the messaging, or the design, to see what works best for your target audience. Measure your results to determine the effectiveness of the campaign and make improvements for future campaigns.
- Follow up: Follow up with recipients who have shown interest in your offer or have responded to your CTA. This can help build a relationship with the recipient and increase the chances of conversion.
By following these best practices, businesses can create effective direct mail campaigns that can help them achieve their marketing goals and increase their return on investment.
Direct Mailing B2B Use Cases
Here are some use cases and real-life examples of successful direct mailing campaigns in B2B:
- Superior Display, a manufacturing shop in Bend, OR. This use case for direct mailing is a successful B2B campaign for Superior Display, a manufacturing shop in Bend, OR. They sent a letter to a targeted list of 79 retail store distributors in the Western US, and followed up with a phone call to ensure they received it. The letter offered a free display case and CD with images of their custom and hardwood display cases. The campaign cost around $500 and resulted in 13 free cases sent, with six becoming “B and C” level clients, and one becoming a top client who made over $28,000 in purchases in the first year. The benefits of this direct mail campaign include highly targeted segmentation, attention-grabbing 3D mail, and personalized follow-up phone calls.
- Use case from O2: direct mail to bypass barriers and achieve a return on investment (ROI) of 13:1. O2 targeted its hard-to-reach mid-market prospects by sending a personalized holographic “Digital Advisor” direct mail, which was customized for each of the 50 companies. The hologram was tracked, and O2 followed up swiftly with a sales call, capitalizing on the impression the hologram had made. The campaign exceeded its target for sales appointments, generating an ROI of 13 with several conversations ongoing. O2 repositioned itself as a digital services provider by focusing on the personal service it offers its customers. The target audience was IT directors and IT managers, and the budget for the campaign was £34,838.
- Use case from Topline Film: Company used toolkits as a creative outreach idea to send packages to 50 top prospects. Each package contained a mini toolbox with a set of pliers removed and a message that read, “Something missing from your marketing toolkit? We have it!”. The campaign generated positive buzz and revenue, leading to five meetings booked and two new customers won. The campaign cost £400 and generated over £50,000 in revenue.
- Workfront targeted a competitor’s customers using a highly personalized direct mail campaign. They used a telemarketing company to identify users of the competitor’s product and tailored their messaging around a relationship break-up and finding a perfect match. Workfront sent a bouquet of flowers and a personalized URL to premium prospects and Valentine’s cards to additional prospects, directing them to their personalized landing page. The campaign generated intrigue and positive feedback, leading to conversations with new companies and generating more than $370,000 in pipeline.
These examples demonstrate how B2B companies across a range of industries and sizes have leveraged direct mail to achieve significant results and generate new business.
Direct Mailing B2B Use Cases: Summary
The above-mentioned direct mailing B2B use cases show, that you can generate high quality B2B leads with relatively low budget using this “old-school” technique. This strategy is especially useful during account based marketing. Direct mail marketing can be an effective sales method because it allows businesses to reach potential customers directly and provide them with tangible materials that they can keep and refer to later. However, it can also be expensive, and the response rate can be lower than other forms of marketing, so it’s important to carefully consider the costs and benefits before launching a direct mail campaign.
Image source: https://commons.wikimedia.org/wiki/File:Junk_mail_collection.jpg