B2B Direct Mail

Many businesses use direct mail companies for their marketing as B2B direct mail is still effective.  Even in the internet age it still has its place as an essential service and also as a sales tool. Many companies use B2B direct mail for invoicing or sending confidential documents that cannot be e-mailed.  This runs into the millions every day and is critical for companies to operate. Businesses also use mailing to promote their services either in soliciting new business or in keeping up to date with an existing customer base. B2B direct mail is a fairly inexpensive way to get a shot gun approach of a target market all in one go.  Many companies will either use a targeted approach (by sending tje mailing to named individuals) or in just sending a mailing to ‘the office manager’.

Unsolicited B2B Direct Mail

Recruitment companies are possibly the most well known users of sending unsolicited mailings to businesses alongside office stationery companies. Both of these industries are highly competitive and as such firms are battling against each other for brand exposure and the first choice. Most businesses that send unsolicited mailings do get a response in some way.  Despite 95% of the mailings being put into the bin the mailings do work either just for brand exposure or for direct sales.

Solicited B2B Direct Mail

Many companies do get mailings that are expected.  From sources such as banks, suppliers, customer’s B2B direct mail is used to communicate solicited information to businesses on a daily basis. Many companies ran into major problems in December 2010 when the snow hit the UK and brought a lot of B2B direct mail to a halt. Shops suffered as deliveries were not getting through.  Businesses suffered as cheques were not getting through.  As a results, the Christmas period was not a joyful one for many as a result of mailings being halted for many days (certainly up in Scotland).

Ideas For Effective B2B

Many companies are using B2B direct mail for sales and as such, want to stand out in the crowd and solicit a response.  It is difficult as so much is outside of your control.  You have not control over who first intercepts the mailing and whether it will actually be opened.  Many mailings go straight into the bin as they are blatant mailings. There are some ideas for getting a better hit ratio and having more readers and less binners:
  • Personalise the mailing – send it to an individual
  • Enclose a gift of incentive that will be of interest
  • Be creative in your packaging/envelope
The main thing is to get your mailing the right person, get the person to open the mailing and to spend a few seconds/minutes digesting the message.  Getting a reaction is then in their hands – but can be influenced by you.

Enhanced Response

B2B direct mail works really well if there is a follow up.  Rather than just hoping to get a response, if it is followed up by a telemarketing campaign this should produce much better results than just the mailing on its own. Rather than going through Bing to find companies, just fill in the form.

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