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In many B2B scenarios, direct mail tends to be far more effective as a marketing method than email. Pharmaceutical businesses reaching out to healthcare professionals, for instance, need to include reference material that’s easy to access. Office supply businesses and printing businesses do better with direct mail, too. They get to show potential customers exactly how good they are in the stationery and printing business by communicating in print. Catalogs work very well in the B2B space, as well. Compared to emails, they are much more easily shared in meetings. Here are tips that can help you plan a B2B direct mailing campaign.
Be completely relevant
While poorly directed marketing materials are a bad idea for consumer businesses, they are completely unacceptable in the B2B space. If you sell maintenance services, you need to specialize in the very equipment the business uses. If you sell business insurance, you need to only include information about the specific kind of insurance services the business is likely to need, and no other.
Email marketers go so far in their attempt at relevance that they schedule their delivery times when they believe recipients at businesses everywhere will be at their most open to their communications. Direct mail cannot afford to be left behind. Delivering mailers on exactly the right days of the week and the right times is vital.
Remember that direct mail is only one part of your strategy
The more ways you have of connecting with your business customers, the more effective your message will be. From magazine spots to cost-per-click advertising and from email marketing to telemarketing, it’s important to place your message before your target audience in multiple ways to make sure that you reach them. Direct mail is an important additional way to take up.
Remember that your target audience is over 30
Since most business owners are over the age of 30, they tend to be most comfortable with conventional, printed marketing materials, having grown up with them. When you want to reach them, direct mail is likely to be far more effective than electronic methods. It’s important, then, to think your direct mailing material through. Since your target audience will depend on your mailers more than any other source to make a decision about your business, you will need to make them as informative and attractive as possible.
Determine your budget for the return you need
In the B2B area, direct mail tends to be somewhat underused. Businesses that do use it often simply employ it in the lead generation stage, abandoning it in favor of electronic methods later on. Businesses that learn to use direct mail throughout the marketing process, then, easily stand out. Direct mail can be so effective in B2B scenarios that businesses often manage stellar results even when all they have is a tiny budget.