Let’s take a look at some incredibly effective direct mail examples used for B2B marketing.
As you may gather from the name, B2B (business-to-business) marketing refers to marketing directly to other businesses. What sets B2B marketing apart from B2C (business-to-consumer) marketing, is that the emphasis is placed directly on other organizations, instead of simply targeting the consumer. This format can make communication more challenging as the focus shifts to creating an overall message that is more informative, and simple – ideally reaching multiple audiences at one time. Curated email content. It’s not as easy to build an organic mailing list as it was 10 or 15 years ago. The B2B Direct Mail Comeback With B2B direct mail marketing coming back into vogue, many marketers are either reacquainting themselves or learning about direct mail for the first time. New technology is blowing up, making personalized B2B postcards and letters easy to produce, mail and track for impact. Mar 02, 2021 For lead generation, 87% of B2B marketers’ use email marketing to generate new leads, while 31% of B2B marketers’ cite email marketing as the channel that makes the biggest impact on revenue. In terms of return on investment, the Direct Marketing Association (DMA) found that email marketing delivers a $51 return for every $1 spent. May 08, 2019 Sage have also run effective B2B direct mail campaigns which are fun. This will trigger an emotional response for their accounting software which is memorable and google for their brand. Funny direct mail example by Sage Xero – another B2B accountancy software, has run this successful campaign.
First, we’ll start with Google’s direct mail campaigns. Google has many B2B products (Such as ads). The examples below show how Google use direct mail to acquire new business on its platform. Take note of how compelling the offer is (Free also works well for B2B).
This next example by Intel was run as part of a cross channel campaign to business customers using enveloped postcards. Take not of how they used brand consistency across the postcard and envelope. They used a simple message which is effective for raising awareness and invoking curiosity.
Okta ran this direct mail campaign “find your keys” which was one of the performing campaigns they’d ever run of any category.
Why limit yourself to flat shapes? IBM’s folded origami direct mail demonstrates that there is no limit to what you can send in the post.
Ask yourself, what shapes could do with direct mail? Try to use come up with ideas which are relevant to the message you are trying to create. The Sales Force example below is a good example of doing this right.
Following from the example above, Salesforce chose an interesting shaped direct mail with the goal of communicating “Growth”. This is why the pieces are tall and vertical.
Trust pilot’s eye-catching letters show a very clear value proposition.
There are 2 key things to notice about this campaign:
First, it is very targeted – specifically at training and education based businesses. A tailored letter was also sent to other segments.
Secondly, notice how simple and clear the value proposition is. There is not chance that a reader will be overwhelmed the first page, the more detailed information can be found on the reverse side.
This large square direct mail postcard by Siemens is a much older example (but that doesn’t mean we can’t learn from it) for promoting a direct mail piece for their servers.
Using simplicity, uniqueness and bold popping colours are common traits of all effective modern direct mail.
Sage are a good case study for how to craft effective B2B direct mail for Sass. Their messaging is clear and simple, with a clear call to action.
Further to the above, this Sage B2B mailshot is timed to be relevant to the tax year. Here are some other examples of how you can send direct mail based around a specific date:
- Company Registration Birthdays messages (Send cards on the dates companies incorporated)
- Start of the tax year for accounting related promotions
- Christmas, or any other key promotional dates for your potential customers. (e.g. “Have you started stocking up for the Christmas rush?”)
Sage have also run effective B2B direct mail campaigns which are fun. This will trigger an emotional response for their accounting software which is memorable and google for their brand.
Xero – another B2B accountancy software, has run this successful campaign.
The CAT examples show how effective simple direct mail can be used for promoting events and for promoting offers. Notice how prominent and compelling the offer is.
Using a good offer is as important in B2B direct mail as it is in consumer campaigns. Try to make it as easy as you can for your customer to take action.
Slack knows how effective sending real world post can be for making an impression, which is why they send these “customer love” boxes to retain customers. You don’t need to go this far, but it shows you how much companies like slack are embracing the power of direct mail.
The slack postcards are brilliantly captivating, slick and simple.
For small B2B businesses such as this office interior design company. Use postcards to create an impact.
If your business runs events, sending direct mail follow ups can be a nice way to leave a positive impression and show potential customers that you care, such as this postcard from Intercom.
For more examples of creative direct mail campaigns, take a look at the 47 most creative direct mail campaigns we’ve ever seen.
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The B2B Direct Mail Comeback
With B2B direct mail marketing coming back into vogue, many marketers are either reacquainting themselves or learning about direct mail for the first time. New technology is blowing up, making personalized B2B postcards and letters easy to produce, mail and track for impact. Huge batches and long production cycles are a thing of the past, with self service tools and CRM driven automation driving triggered B2B lead nurture mailings and small batch sends that are more like modern email marketing than anything traditional mailers might recognize.
B2B Direct Mail Infographic
As the B2B direct mail landscape is changing, its a great time to look at some of the facts and fundamentals that underlie the renaissance.
If you like this B2B direct mail infographic – please share it!
Is Direct Mail The Forgotten B2B Marketing Channel?
With so much investment in digital marketing today, it seems that direct mail has become the forgotten B2B marketing channel. There is almost an entire generation of digitally proficient marketers who are unfamiliar with direct mail.
The arguments against direct mail marketing include:
- It’s time consuming to set up and implement campaigns. 4 – 6 weeks, compared to hours for email
- There’s a lack of visibility into what happens after the send. Especially compared to digital channels like email
Yeah But…It Works
Research, however, shows that there is a range of benefits that come with direct mail which should not be overlooked.
- Canadian neuroscience company True Impact Marketing conducted a study in 2016 which shows that direct mail requires 21% less cognitive effort to process than digital media, meaning that it is both easier to understand and more memorable.
- The same study found that direct mail has a much greater brand recall than digital advertising with 70% of subjects showing a higher recall rate than those who were shown a digital ad.
- The Direct Marketing Association found that 79% of people act on direct mail compared to only 45% for email.
- The response rate for direct mail marketing is 3.7% compared to only 0.1% for email marketing.
The Digital/Direct Divide
In spite of all these benefits, direct mail is only used by 50% of B2B marketers!
Why? A few of the reason (time, analytics) are listed above. But there’s another, deeper reason.
Direct mail lives outside the digital realm and, as a result, is disconnected from all digital efforts.
B2b Direct Mail Marketing
The fear among many marketers is that it can be difficult to produce direct mail campaigns that complement their core digital marketing programs. That has been the case for traditional direct mail.
Enter New Technology From Postalytics
The cause for that fear is fading. New tools, such as Postalytics, are woven into the very fabric of the digital marketing stack.
Postalytics is a new direct mail automation tool, that turns direct mail into a digital marketing channel. It’s a product of the team from Boingnet, who have helped thousands of marketers with easy to use tools and deep insights into the online behavior of direct mail recipients.
What makes Postalytics direct mail a digital channel?
To start, Postalytics is deeply integrated with CRM and Marketing Automation tools such as HubSpot, Salesforce and others. It also provides a rich direct mail API to enable virtually any software system to work with it.
To build mailpieces, Postalytics provides users with a drag and drop editor from which they can compose high quality, personalized letters and postcards with patent-pending tracking in minutes.
For the first time, direct mail campaigns can be used in triggered automated workflows, especially for B2B lead nurturing campaigns.
Designers can use Postalytics to build templates directly in the production environment, bypassing the old fashioned emailing and FTP processes of proofing their work. Leveraging our nationwide print delivery network, Postalytics cuts the direct mail production cycle from 4-6 weeks to 1 week.
Automated Direct Mail Complements Email Marketing
Business people receive over 120 emails each day. Postalytics helps marketers stand out from the crowd and deliver their message directly.
Direct mail is not tied to the same restrictions as email marketing meaning Postalytics users can upload lists from any source including events, tradeshows, conferences, salespeople, and data vendors.
Last, but by no means least, advances in offline delivery and online response tracking provide clarity and insight into the impact of every Postalytics campaign. You’ll know the delivery status of every piece of mail—whether it is delivered, forwarded or returned. Our patent-pending direct mail audience tracking provides a detailed understanding of how your audience responds and converts online.
Direct Mail Marketing Postcards
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The team at Postalytics has years of experience working with marketers that use B2B direct mail with various automation tools. We can help you think through the best strategies to implement automated direct mail in ways that complement your B2B buyer’s journey.