Forget everything you’ve learned about direct mail. Gone arethe days of catalogues and form letters. At Salesforce, we’re re-establishingdirect mail as a top tactic to engage our hottest prospects. The upsides arehuge. Namely, it’s a great way to grab people’s attention, even if only for afew minutes, often a major plus over online interactions. Direct mail puts ourproduct front and center, while also offering a tangible reminder of who weare. Plus, who doesn’t like getting interesting, unexpected packages?
Here are 8 best practices, tips, and tricks to help you execute on the bestpossible direct mail campaign.
May 19, 2020 Direct mail is the best-performing direct response channel, bringing in results “10 to 30 times better than email”. Most companies don’t leverage direct mail because it's hard to execute, and requires plenty of time and resources. Here we will go over the 7 steps to launching a direct mail campaign. Scaling a sending program doesn't have to be a challenge. Learn 5 B2B direct mail best practices to take your sending program to the next level. The brilliant examples of direct mail marketing campaigns are just some of the reasons to employ direct mail when targeting your consumers. We offer several services for your company – including direct mail design and personalised direct mail – and can advise you on the best options for your business, just get in touch with one of our experts.
1. ALIGN WITH SALES TO CHOOSEPROSPECTS
Direct mail campaigns can be quite pricey — especiallycompared to an email drop, per se — so it’s best to work directly with salesto ensure you are hitting the right prospects. At Salesforce, we start by using Einstein lead scoring and data science to help narrow down the list ofrecipients, but we always run the final list by our sales teams to ensure thereare no red flags (like someone who’s changed roles or left the company). Oursales + marketing alignment is that much stronger when we give sales a voice inwho marketing communicates with.
2. CREATE CLEAR CALLS-TO-ACTION
This is a best practice for any marketing campaign, not justdirect mail. Your marketing must always have a clear call-to-action (CTA) —what do you want the recipient to do once they get the mailer? Do you want themto go to a “contact me” form or download your latest e-book? Call to make anappointment? Visit your website? Make sure you’re explicit in what you wanttheir next tactic to be.
3. CUSTOMIZE TO YOUR AUDIENCE
Accounts come in all different sizes, represent differentindustries, and have varying goals. It’s critical that you customize directmail pieces to your different audiences as much as possible. Group accounts byindustry or audience, and be sure to use their language. Avoid abbreviationsand acronyms, and use examples that companies of any size can understand.
For example, you’d never sell to a financial services audience the same wayyou’d sell to healthcare. Financial services buyers wants to know how they canimprove relationships with clients, while healthcare workers want toimprove relationships with patients. These are meaningful differencesthat make a big impact.
4. PERSONALIZE YOUR MESSAGE
It’s critical to customize to your audiences, but it’s alsojust as important to make each mailer as personal as possible for theindividual recipient. By using things like variable tags, you can insertpersonalized touches, such as using the account name, prospect’s first name,and signing a letter with the individual account’s sales rep, phone number, andemail. This helps take the account relationship to a whole new level.
5. MAKE IT UNIQUE AND SHAREABLE
Think about yourself as a recipient — is your mailer doomedfor the trash or will it be passed around, kept at your prospects’ desk, andmaybe even shared on social media? Take care to create something you canproudly put your logo on, and that it’s unique to your brand’s look and feel.
6. BE SUSTAINABLE
B2b Direct Mail Campaigns
One common complaint of direct mail is that it can beenvironmentally wasteful. At Salesforce Pardot, the majority of our mailers aremade from 100% recyclable materials. The few mailer components that can’t easilybe recycled are reusable.
A great example of this is a recent mailer we did with a personalized videoplayer that showed Pardot demo videos. The mailer itselfwas made of 100% recyclable materials. The embedded video player was not easyto recycle, but it came with an outlet where recipients could reuse it andupload their own videos. One prospect even put her wedding video in the mailerand left it at her desk! We love seeing creative ways to reuse our directmailing materials.
7. CREATE A FOLLOW-UP PLAN
Once the mailer is out the door, your work isn’t done yet!You need a follow-up plan ready to go with your sales team, including reportsand dashboards to check in on their follow-up activities and hold teamsaccountable. Make sure your sales team knows how to speak to the mailer CTA’sand how to move the conversation forward to learn more about the business. Ifsales can’t follow up directly, create an email drip campaign to keep therecipients engaged via extra content.
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8. HAVE FUN!
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Direct mail is a great creative outlet. Find ways to stayrelevant with current events (like movie releases or fashion trends), or anchoryour send to a fun holiday (National Emoji Day, anyone?)
We hope to see some of your mailers sitting on our desks soon!