In order to increase effectiveness, all B-to-B marketing campaigns must include some Direct Mail. I was recently at the Annual DMA &Then Show, and there was a session Print is Alive. The session was packed with business executives sitting on the floor and standing in the hall, just to hear the speakers. I believe that confirmed that PRINT is very much alive and needed.
You must begin by educating the prospect about your company. Direct Mail is a great way to introduce your company. Take the time to map out your Direct Mail Campaign -
- Determine your target audience by analyzing the people that have bought your product/service. Find the appropriate response file that reaches your audience. If your Direct Mail campaign does not go to the right person it will fail.
- Create content that will resonate with your target audience.
- Offer them something they can not live without. Something that will fix a problem they are having, Something that will answer a question they might have . . .
- Create urgency so the recipient acts on the offer right away.
Complement your Direct Mail initiative with other marketing channels to make a cohesive campaign that will help you get the best response. I have clients that will send out a Direct Mail piece and then following up with an Email. They always see a better response when they do this, because the recipient knows the company name and is more likely to open the email. They continue promoting with strategically placed banners and social shout-outs to keep the prospective buyer moving along the buyers journey.
Have you done any multichannel campaigns that included Direct Mail? If so I would love to hear about them because as we all know you constantly must be testing, testing and retesting. Marketing is changing at such a fast pace that what worked 6 months ago may not work today.
Need help finding reputable source and tracking the results, you should get the help of a reputable List Broker. Their knowledge can help save you time and monety.
If you would like me to review your Direct Marketing Content to analyze its responsiveness, please send to firstname.lastname@example.org.