The Role of Direct Mail in B2B Marketing | Taradel

With B2B marketing, you are not selling to individuals; you’re selling to businesses. This means that you have to think about your audience in a different way. While it’s easy to imagine what an individual would want out of a product or service, it can be much more difficult to predict the needs of an entire business.

Moreover, businesses are much larger and more complex than individuals. This means that you need to be able to communicate with them in a way that’s both personal and professional. This also means that you need to use a variety of marketing channels to reach your target audience, increase visibility, and generate leads.

While some of the most common marketing channels are email and social media, you might also consider using direct mail.

Why Direct Mail Is a Good B2B Marketing Strategy?

Direct mail has been one of the most effective ways to market to businesses for years. And while it may not be as popular as it once was, it’s still a good option to consider as a B2B marketer.

Here's why:

You Can Target the Right People

You can have a great product or service and come up with creative ways to market it, but if you’re not targeting the right business customers, then all of your efforts will be for naught.

This is why direct mail works. It allows you to target the right people with the right message. You can send mailers to specific neighborhoods, zip codes, or even a specific list of businesses that you know will be interested in what you have to offer.

It Can Be Personalized

If you're to receive a postcard, letter, or another form of direct mail with your name on it, you're going to be much more likely to give it some attention. This is because it's personal and can feel like someone is reaching out specifically to you.

With direct mail, you can include a personalized message that will make the recipient feel special. The more personal you can make your direct mail, the better. Your personalized direct mail should include the recipient's name, address, and personalized message.

The good thing about a personalized direct mail piece is that it can help you establish a deeper connection with your target audience by showing that you understand their needs and preferences.

Personalization can be achieved in several ways:

• Segmentation: dividing the target audience into groups based on demographic, behavioral, or psychographic characteristics, such as age, income, gender, buying habits, interests, and preferences.
• Variable data printing: using variable data printing technology to create unique and customized content, images, and offers based on each recipient's data, such as name, location, and purchase history.
• Personalized URLs (PURLs): adding a unique URL to each piece of mail that leads to a landing page with personalized content, offers, and calls-to-action based on the recipient's data.
• Personalized offers: tailoring the offer, promotion, or discount based on the recipient's preferences, purchase history, or stage in the buying journey.
• Personalized messaging: using language, tone, and messaging that resonate with the recipient's needs, pain points, or interests.

It Is Measurable

In marketing, it’s important to know what works and what doesn’t. You simply can't spend money on something and not know if it is worth the effort.

Direct mail provides a clear path to measuring ROI through metrics like;

• Response Rates: One of the most common metrics you can to measure the success of your direct mail efforts is response rates. Response rates refer to the percentage of recipients who responded to the direct mail piece, either by calling, emailing, or visiting the business's website. By tracking response rates, you can determine which types of direct mail campaigns are most effective and adjust their strategies accordingly.
• Conversion Rates: Conversion rates refer to the percentage of recipients who took a desired action after receiving the direct mail piece, such as making a purchase or filling out a form. By tracking conversion rates, you can determine the ROI of their direct mail campaigns and make informed decisions about future investments.
• Cost Per Acquisition (CPA): This is the amount of money you spend to acquire a new customer or client. The CPA is usually calculated as a ratio of the total marketing spend divided by the number of customers acquired. This is a great metric to use when comparing different marketing channels and strategies, as it provides insight into which ones are most effective at generating new business.

It Is Tangible

While email marketing and social media marketing offer many benefits in terms of reach, cost, and speed, they lack the tangible, physical aspect that direct mail provides.

With direct mail, you can send product samples, brochures, catalogs, and other physical marketing materials to existing and potential business customers.

This can be especially useful if you're in an industry where the product or service your marketing requires a physical demonstration or inspection or when your business wants to leave a lasting impression on the recipient.

How Do You Use B2B Direct Mail Marketing?

B2B direct mail marketing can be used at various stages of your marketing funnel to reach potential clients and generate leads. Here's how it can be used:

Awareness Stage

At the top of the funnel, you can use direct mail to create brand awareness and introduce your company to potential business customers. Consider sending postcards or flyers that highlight your unique selling proposition, mission statement, and values.

Consideration Stage

In the middle of the funnel, you can use direct mail to provide more information about your products or services. This could include sending brochures or case studies that showcase your expertise and industry knowledge.

Decision Stage

At the bottom of the funnel, you can use direct mail to encourage potential clients to take action and become a customer. Offer a free trial, a demo of your product, or a special promotion to motivate them to make a purchase.

Best Practices for Direct Mail in B2B Marketing

Keep the Message Clear and Concise

Direct mail pieces should be easy to read and understand. The message should be clear and concise, and the benefits of the product or service should be emphasized. It is important to avoid using technical jargon or complex language that may confuse or alienate the recipient.

Use Eye-Catching Design

The design of the direct mail piece is important, as it can capture the recipient's attention and increase the likelihood of a response. The mail piece should be visually appealing, with a clear and attractive layout, high-quality images, and bold headlines. The use of color can also be effective in grabbing the recipient's attention.

Make the Offer Compelling

The offer is a critical element of the direct mail piece, as it can motivate the recipient to take action. The offer should be compelling and relevant to the recipient's needs or pain points. For example, a free trial, a discount, or a limited-time offer can be effective in encouraging the recipient to respond.

Use Personalization and Customization

Personalization and customization can help make the direct mail piece more relevant and engaging for the recipient. By using the recipient's name, addressing their specific needs or pain points, and highlighting relevant benefits and features, you can increase the effectiveness of your direct mail marketing campaign.

Include a Strong Call-to-Action

A strong call-to-action (CTA) should be visually compelling and strategically placed within your B2B direct mailer. It should be clear, concise, and eye-catching. It should highlight the benefits of taking the desired action and create a sense of urgency to encourage the recipient to act quickly. Some examples of effective CTAs include "Get your free trial now," "Book a consultation," and "Schedule a demo."

Follow-Up with Leads

Following up with leads is an important part of your direct mail campaign, as it can increase the likelihood of a sale. You should have a system in place to track and follow up with leads and should be prepared to answer any questions or concerns the recipient may have.

Integration of Direct Mail with Other B2B Marketing Strategies

While research does show that direct mail works, it’s important to note that you can’t rely on it alone. You need to use it as part of a broader B2B marketing strategy if you're to succeed.

That means integrating direct mail with other marketing tactics, such as:

Email Marketing

Direct mail and email marketing are two different channels that can complement each other. Integrating direct mail with email marketing can help you reach your target audience through multiple touchpoints.

For example, you can send a direct mail piece to your prospects and follow up with an email. This approach can increase the chances of getting a response from the prospect, as it reinforces the message and increases brand recognition.

Content Marketing

You can use direct mail to promote your content marketing efforts. You can do this by including a brochure or booklet in your direct mail piece that contains information about your business and its products or services.

The piece can also include a call-to-action that directs the recipient to your business website or a landing page where they can access more content. This can help increase engagement and drive traffic to your business website.

Social Media Marketing

Integrating direct mail with social media marketing can be a powerful way to increase brand recognition and engagement.

One simple way to do this is by including social media icons on your direct mail pieces. This allows your recipients to easily connect with your brand on social media and engage with your content.

Another way you can do this is by your promoting your social media campaigns. For example, you can send a postcard or flyer that includes a QR code or URL that leads recipients to your social media campaign.

You can also use direct mail to encourage social media sharing or retarget social media followers. Additionally, you can use direct mail to drive social media followers to your website by sending a direct mail piece that includes a special offer or promotion and directs your recipients to your website to claim the offer.

Event Marketing

Integrating direct mail with event marketing is a powerful way to increase the impact of your event marketing efforts.

Direct mail can help you reach out to your target audience in a personalized way and grab their attention before the event even takes place. By sending out physical invitations, brochures, or flyers, you can pique the interest of your target audience and create excitement around your event.

You can also direct mail to follow up after the event. You can send out thank you cards, surveys, or other forms of communication to stay in touch with attendees and gather feedback. This not only strengthens your relationship with attendees but also provides valuable insights that can be used to improve future events.

Account-Based Marketing

Direct mail can also be used as part of an account-based marketing (ABM) strategy to target specific accounts or industries with personalized and customized messages. By doing this, you can create a more memorable experience for your target accounts.

For example, you can use direct mail to send personalized letters or packages to key decision-makers within the target companies. These packages can be customized with your company's logo, a personalized message, and even a small gift or sample of the product or service you're offering.

The key is to make it relevant to the recipient, so they'll see it as something that applies directly to them. And because direct mail is a physical item that the recipient can hold and interact with, it has a higher perceived value than digital marketing messages, such as emails.

This can lead to a higher level of engagement and a better chance of converting the target account into a customer.

Final Thoughts

Direct mail is still a robust B2B marketing tool that shouldn't be disregarded. It's an efficient way for businesses to attract new potential clients and retain current customers.

Although it might not be the most effective B2B marketing tactic on its own, when combined with other approaches like email and social media, it can significantly strengthen your overall marketing campaign.