Why Direct Mail is (Still) Important for B2B marketing

Our world has gone digital. We receive important notifications by email or text, banking and buying are done mostly online and many prefer talking to friends via social media instead of in-person. That doesn’t mean direct mail is any less effective in a digital age. All forms of print marketing maintain relevancy in our world today. Here is why your company should still implement B2B marketing via direct mail.

Marketing that stands out

Work emails are flooded with spam and inquiries, sent from a mix of legitimate and illegitimate sources. Sifting through them is something businesses often have to do but never want to. Sending direct mail to the right person means they are significantly more likely to receive and read it, as opposed to just hitting “delete” on an email. Sending direct mail with the person’s name on it straight to their mail slot means much more than a quick email blast, and will continue to hold its usefulness for years to come. Also as a bonus, your direct mail won’t get caught in a spam filter the way an email can.

Some marketing doesn’t reach the right people

Any smart marketing campaign begins with knowing exactly who you need to market to. Unfortunately, certain people can’t be reached via email. This could be a higher-up at a company whose email is unlisted or you could be sending an email to a person who already left the company. Sending direct mail can reach these potential clients in a way email never will. Even if the person who left the company never got the mail, their replacement will, and notice you as a provider of something they need.

Easy to track results

Marketing through social media or email makes for difficulty in tracking results due to fighting spam filters, ad blockers, returned emails and many other factors. It’s nearly impossible to tell who was truly engaged in your advertisement. Direct mail makes tracking conversions easy — just offer a special rate or code only through direct mail.

Direct mail continues to be money well spent on marketing. If you know your target demographic and send personalized mail, results will follow.



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