Business to business, or B2B, marketing encompasses a large array of challenges that most marketing teams aren’t subject to. Indeed, you’re attempting to establish your brand to an industry that is well versed on the tricks of the trade. And in order to stand out among like-minded professionals, you must develop a creative and holistic view toward your marketing campaigns.
One of the most overlooked ways to do this is to incorporate a marketing technique that many assumed would go out with DVD’s and slap bracelets: direct mail marketing. In this article we discuss five of the best practices when incorporating direct mail into your B2B marketing strategies.
Personalize & Follow Up
In a busy world focused on speeding through the junk mail, box in your mailbox at home and the one on your phone, any winning mail campaign will add a touch of personalization to their message. As I’m sure we’ve all noticed, every piece of mail begins with, “Hi, Ashley” or “We’d love to hear from you, Tom.”
This isn’t what we mean by personalization.
Truly personal messages that seek to not only market a product to a consumer, but also take the time to personalize a message will help build a relationship with your audience. In the long run, this will substantially help sustain long-term revenue. Here are a few statistics we’ll leave you with in case you’re questioning this last way to create a winning direct mail campaign:
- In 2019, 72% of consumers engaged only with marketing messages that provided a customized message that matched their specific interest.
- Personalization engines that are used to recognize customer intent can increase digital business profits up to 15%.
- 92% of online shoppers will complete a purchase if there are personalized recommendations or promotions on a business’s website.
- A recent study by Gartner shows that 87% of consumers claim that personally relevant content will positively influence their outlook on that particular brand.
- Nearly 50% of consumers have purchased a product they did not intend on purchasing merely because they could personally engage with the content.
Refine Your Audience
A current and comprehensive mailing list is the foundation of any successful direct mail campaign. Indeed, if you have inaccurate or nonexistent addresses, your direct mail goes nowhere. Unfortunately, the mailing list often gets glossed over and receives the least amount of attention in the marketing campaign process.
Before you even begin crafting your message or putting together your package, go through your mailing list and remove customer addresses that are no longer applicable, ensure that the remaining addresses are accurate, and consider possible addresses you may have missed or are not part of your list. A list that isn’t clean and lean will lead to delays or inaccuracies in mailings.
Proper organization and a final edit are also important aspects of a refined mailing list. By putting your list in an Excel spreadsheet, for example, you can manage your recipient addresses as well as data for future mailings. Also, wrong punctuation, incorrect spacing, or a missed letter or number means that your mail will wind up in the garbage. A quick final edit can save you from wasted time and money, in addition to failing to reach a targeted customer.
Integrate Digital with Direct
A lot of marketers (or businesspeople for that matter) view direct mail campaigns as a competition against digital formats. It’s hard-copy versus digital. It’s a tangible piece of mail versus an email. It’s “we’re a 21st century company that solely focuses on digital aspects of marketing.
This is a mistake.
Instead, organizations should be considering how they can integrate digital tools such as data and technology into their direct mail campaigns. For example, match your direct mail data file to an IP address file, then target specific consumers on your list. Similarly, you can match your direct file to social media outlets, such as Facebook or Instagram.
Think of direct mail and digital marketing as more of a partnership. Each must give and take, but when they function properly together, they’re unstoppable.