Let’s face it – B2B marketing can be tough. It’s hard to reach today’s busy professionals and executives, the buying process is often very long, and coming up with catchy ads for professional products and services can be tricky. Many B2B marketers struggle with finding the best ways to identify potential leads and reach their target audiences. Emails get buried in overcrowded inboxes, cold calls are rarely tolerated, and many professionals don’t check their social media accounts during the workday. All of this leaves many marketers looking for a useful solution to help them reach their sales goals.
When used correctly, Direct Mail can be a very useful B2B marketing tool. Today, we’re sharing our tips for successful direct mail campaigns using Business Mailing Lists.
Pick a Quality List
This rule applies to all direct mail campaigns. You need a high-quality list to have a successful campaign that generates leads, brings you sales, and yields a high ROI and profit margin. Make sure to buy a Business Mailing list from a reliable vendor that is compliant with opt-out laws and updates their data regularly. It’s a good idea to check out customer reviews and testimonials before buying a list, and ask the sales reps about the quality of their data.
Be Engaging
B2B marketing doesn’t have to be boring. Use eye-catching images, bold fonts, and creative copy to entice recipients to read your mailer. Remember, first impressions are crucial and there are no do-overs. You should create a mailer that commands attention and compels people to read it.
Always Personalize
You should always address your mailers to a person. Mailers without a name receive terribly low response rates. If someone sees a mailer that says “Dear Marketing Professional,” “To Whom It May Concern,” or “Business Executive” they’ll most likely assume it’s spam and throw it in the recycling. Include the recipient’s first and last name on the envelope or postcard, and if you’re sending a letter it should say the person’s first name.
Use a Strong CTA and Offer
The B2B buying process can be long, with many companies reporting that it takes months to close a sale. One way to speed up the process and close more sales at a faster rate is to use a strong CTA and compelling offer. The CTA should be easy to find and straightforward. People shouldn’t need to read your mailer multiple times to find where and how they can contact you. Start it with a verb to encourage action. The offer should have considerable value to recipients, such as a discount, free trial, or complimentary add-on service. Also, offers should be limited time. If you give people too much time to respond to you, they’ll forget or move on. Seeing a valuable deal that’s limited time only drives action.
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