Time Tested B2B Direct Mail Strategies
Business-to-business direct mail really is different from marketing to consumer direct mail. While you are selling to some of the very same people you might reach with a properly targeted consumer campaign, you're reaching them in an entirely different environment.
First of all, your target business prospect is busy...or they better be. Secondly, business purchasers are rarely spending their own money; so many purchasing decisions must pass through layers of the company to receive approval to buy mail lists. With this in mind, here are a handful of time tested strategies to cultivate more effective b2b direct mail.
Getting Past The Mailroom
Task one is getting past the mailroom! More third class and bulk mail dies here than makes it to the recipients' desk. This is more art than science. The trick is to make your mail look personal or important. Often, a plain outer envelope works best. Try to avoid using peel and stick labels if possible...they just scream to be filed under "G". Additional personalization can help--"Here is the information you requested" or something to that affect. Official looking invitation formats also work. Product samples, and of course the odd shaped package all have been known to get hand delivered.
Mail to Multiple Job Titles
While it doesn't make any sense to send the same direct mail offer to more than one person at a home address-after all, how many times can you expect someone to respond to the same offer-Business addresses are different...and here's why. If you are mailing to large companies and corporations, purchasing decisions are often made on many levels, so you can increase your opportunity to make a sale if you touch the company at more than one level. Try mailing to different job titles simultaneously. If you can, modify the copy to address each level's concerns. You might also encourage pass-alongs of the same piece in your copy.
Provide complete information
Business decisions frequently require more consideration than consumer decisions do. That's why it's vital to provide complete product or service specifications and detailed features. But don't be so dry or sterile that you put your potential customer to sleep. You can't bore business buyers into buying.
Don't be Afraid to Generate leads FIRST to qualify prospects
When you have a complicated sale process, one that can require a significant investment of time and/or resources, or is expensive...making an outright sale is more difficult. Don't be afraid to break your sales process into two or more steps. Collect and qualify leads. Target custom solutions accordingly. This can help you identify the best prospects faster and cut overall new customer acquisition costs.
Make Responding Easy
Make it as easy as possible for someone to buy. Provide them with simple options: a toll-free phone number to call, a fax number, a unique url that takes them to an ordering page on your website, include a business reply card in your mailing piece, anything that makes it easy for someone to say "yes" to your offer.
Use Good Direct Marketing Technique
In general, your copy should be easy to read (High School level). You must present clear benefits. Your design should encourage reading and establish the appropriate image. And don't forget the call to action. Ask for the Order.