When it comes to business-to-business (B2B) marketing, there are various channels available to reach potential customers. One of the oldest and most traditional methods is direct mail. But does direct mail work for B2B?
Absolutely! B2B marketers widely acknowledge that direct mail is among the most potent channels. Despite the tendency to postpone B2B direct mail campaigns due to their demanding nature, when executed accurately, they frequently outperform other marketing tactics.
With the rise of digital marketing, you may be questioning whether direct mail is still an effective strategy. It absolutely is!
Truth is, direct mail has been a staple of marketing for decades. But does direct mail still have the power to work as an effective B2B marketing tool?
Certainly, recent statistics show that this could well be the case. And if you’re curious about how you can put direct mail to use in your own B2B campaigns, then read on!
In this blog post, we will explore the question does direct mail work for B2B and how it can be used as a powerful marketing tool to reach potential customers, drive conversions and grow their business.
Cost-effectiveness is one of the greatest advantages of direct mail. The cost of direct mail campaigns can vary depending on factors such as the size of the mailing list, the complexity of the design, and the type of mailer used. However, direct mail can be a cost-effective marketing strategy when compared to other channels.
According to the Data Marketing Association, the average cost per acquisition of direct mail campaign is $19, which is significantly lower than the average cost per acquisition of email marketing ($33).
Higher response rate
According to a recent survey by the Data Marketing Association, direct mail is having an excellent success rate. For example, it has a 37% higher response rate than email. This is significantly higher than the email’s response rate.
The targeted approach further increases response rates
Additionally, with direct mail, you have the ability to target specific individuals or companies that fit your ideal customer profile. This targeted approach can help to increase response rates, leading to a higher return on investment (ROI). If you work with multiple-channel campaigns, your direct mail can boost ROI by 20%.
When you use direct mail, you can choose the types of customers you want to engage with and send your message to them. This means you can create personalized messages tailored to their specific needs, language, and interests.
According to a study by InfoTrends, personalized direct mail can increase response rates by up to 50%. This not only increases the chances of your mail being opened and read but also increases the probability of potential customers converting.
So, when you’re asking yourself: “Does direct mail work for B2B?” Remember that it has many benefits, and the greatest one is that it’s very cost-effective.
Another benefit of direct mail is its ability to be personalized. With digital marketing, it’s easy to send out mass emails that feel impersonal and generic. However, with direct mail, you have the opportunity to create customized pieces that speak directly to the individual recipient.
This personal touch can help to establish a stronger connection with potential customers and increase the likelihood of a response.
By personalizing your direct mail, you can show that you care about your customers and their specific needs. You can create a unique experience for them by using their name, addressing their pain points, and offering them a solution. This not only helps to build trust but also encourages them to take action.
If you are a startup B2B company and unknown to your target audience, personalized direct mail can significantly build brand awareness with your audience.
At this stage, instead of calling your audience to action, you will want to simply provide relevant information that they want. This will allow you to have a more friendly introduction and attract more business.
Integration With Digital Marketing
Are you still asking, does direct mail work for B2B? Check this out. Direct mail doesn’t have to be used in isolation. In fact, it can be an effective part of an integrated marketing campaign. Direct mail can yield a 28% higher rate when it’s used with digital marketing.
By combining direct mail with digital marketing channels such as email or social media, you can create a multichannel experience for your prospects. This can help to reinforce your messaging and increase the likelihood of a response.
By using direct mail in combination with other marketing channels, you can increase the chances of your message being seen and heard. You can use direct mail to pique the interest of your potential customers and then follow up with them through email or social media.
This helps to create a consistent brand experience and build a relationship with your prospects.
So, does direct mail work for B2B? Direct mail can be a highly effective marketing tool for B2B companies. Its cost-effectiveness, personalization, and integration with digital marketing make it a valuable addition to any marketing strategy.
By using direct mail in combination with other channels, B2B companies can create a comprehensive marketing campaign that reaches potential customers in a variety of ways.
Direct mail should not be disregarded as an outdated marketing strategy. Instead, it should be used as a complementary tool to other marketing channels, such as email, social media, and content marketing. By doing so, B2B companies can leverage the benefits of direct mail and increase their chances of success. Give direct mail a try and reap the benefits today!
Debbie MacKenzie is a 1991 graduate of Rochester Institute of Technology (RIT) where she majored in graphic arts production management. Deb cut her professional teeth managing production and customer relations at major printing companies before coming to Schubert b2b 19 years ago. Debbie’s a versatile big hitter overseeing all things financial and operational.
Learn more about Debbie