Direct Mail is Not Dead
Is direct mail effective? Yes, Direct mail is still a prevalent marketing technique – despite the fast growth of the digital world.
Optimising your direct mail campaign will only achieve good results if you utilise this with a clever approach. As well as giving your viewer something that will interest them. As well as stand out from the rest of the direct mail, business to business marketing campaigns.
Estimated reading time: 2 minutes
A good deal of direct mail business to business marketing campaigns tend to involve winning something or receiving a discount voucher. This is known as incentivised marketing. This can have a success rate depending on the product or service you offer and the type of people you target. For example, B2B data campaigns need more substance than B2C campaigns that may provide the chance to win a new phone or computer.
As a company, you may think that using direct mail for your business as a marketing strategy is too expensive. Or that it won’t have a good Return on Investment (ROI). However, direct mail marketing campaigns show actual results and prompt consumers to take action. For example, going to a local restaurant or visiting an online store to buy a good or service or browse the site. On the other hand, direct mail marketing is sometimes seen as too old-fashioned or appeals to older consumers. In contrast, this is not the case because direct mail can reach everyone as it goes straight to their home. Whether it’s just a flier from promoting a local business or a personalised marketing campaign, people will always take at least a quick look at what has been posted through their letterbox. Therefore, this can show that direct mail can reach everyone and not just the older generations.
How can I ensure an effective direct mail campaign?
A business to business direct mail data campaign needs to drive your clients forward to the next step. Because of the limited amount of information on a door drop, the best way to do this is to lead them to your website and also social media accounts such as Facebook and Twitter.
When purchasing or collecting data, try and gather other contact details such as telephone numbers or email addresses. Furthermore, a business to business direct mail campaign is an ideal companion to multichannel marketing. Which can be highly effective if carried out together with an email or telephone campaign.
Follow up your marketing letter with an email that will back up your sales concept. And deliver a personal approach if created with the customer in mind. An email targeted to the actual person is always more likely to be opened as using the first name creates a close connection. So make your follow-up email personal rather than just sending a general email to a wide range of people. Because consumers are more likely to ignore a general automated message than a tailored message.
BDP provides up-to-date personal details for your targeted direct mail business to business campaigns. We can filter down our B2B data using various criteria relating to businesses or consumers. Furthermore, meaning that you can target precisely the right people and achieve a great return on your investment.
