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- Business To Business Direct Mail Marketing
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Gunderson Direct — Best for Hands-Off Marketing Campaigns. Visit Gunderson Direct. Contact a Business List Advisor at [email protected], call 1-888-690-2252 or Live Chat Mailing Lists Your comprehensive, one-stop resource for all your specialty and compiled direct mailing list needs. Direct mail pieces with sales, discounts, rewards, and call to action items are very effective ways to drive foot traffic right into your door. Capture Specific Market Segments and Demographics – Direct mail allows you to create mail pieces tailored specifically for targeted demographics.
Let’s take a look at some incredibly effective direct mail examples used for B2B marketing.
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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Here are 47 creative direct mail examples to inspire your next marketing campaign.
Firstly, Mercedes cleverly use the flap of the envelope to demonstrate the convertible to stand out in the mail.
The shock and empathy used in this example is a questionable strategy, but consider using an emotional hook (fear, guilt, jealousy, greed etc.) to get the audience’s attention and keep them engaged.
KitKat created a fake mail slip for forgotten post to emulate the royal mail missed delivery letter which is left in the letterbox when you miss deliveries. This is funny but also effective in grabbing the attention of the reader people’s brains have been wired to associate these slips as being important.
Skoda added a penny to their postcard which invokes curiosity and draws attention because of how unusually it is. There are many ways to invoke curiosity effectively.
This hilarious marketing postcard for dental implants combines natural human impulse and comedy gold to get the attention of the reader. Using humour is a great way to build your brand and have your message retained and shared on social media.
Use jokes, puns, and try to come up with something original and clever like Neopost.
Use cut-outs to stand out and show off your brand
This borders on gorilla marketing, but what kind of materials could you be using, what ways can you use physical materials for people to engage with you in person?
The economist balloons send through the post grow the brain when inflated. A metaphor for subscribing to their magazine.
This Greenpeace glove demonstrates cleaning the waste with the iconic Greenpeace coloured glove. This example shows how being different and standing out will create a huge and lasting impression on whoever receives this.
Often marketers will use size to send oversized or large post. For the smart car the opposite was used, to show how small and nimble the car is for cities, being smaller can also help you stand out.
It’s not just the message which matters, the timing is important too. Send postcards on people’s birthdays or special occasions.
Create direct mail as an experience. BMW does a fantastic job with their mailers and create a luxury experience.
Make your marketing useful, one of the advantages of physical post is you have a much bigger range of things you can offer your audience to provide value beyond information.
Business To Business Direct Mail
Get creative with your envelopes. Try combining the exterior with the interior of the mailer.
What gets people attention more than cold hard cash? This has been done many times with a lot of success. Even including a peak of a fake 1 dollar note inside an envelope always gets the reader’s attention. Just make sure you can relate it to your messaging or brand. Otherwise the reader will feel tricked.
Fold outs and cute animals.
When people receive letters, they are often important. Make sure you give something of value in your message.
When people interact with your mail, they are more likely to remember your message and act on it longer. It’s also more likely to be shared within the household or on social media.
Direct mail doesn’t have to be paper, you can send anything.
Even an emergency box. Would you pay attention if you saw this in the post?
This in an old one, but the technique is good. Verizon cut holes in their mailer to demonstrate how you’d use their phone.
The interactive fish postcard.
The receiver of the gingerbread mailbox, is first delighted, and then curious as to why the foot is missing.
Google maps printed on the envelope to show directions or relay information.
Another incredibly creative example of humour in direct mail.
Send a balloon in a box.
Use origami on your mailing will make your post much more fun and interactive, especially if your product is aimed at households with children.
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You’ll notice that interactivity is a common theme in some of these examples. That’s because it’s effective at drawing attention and being retained in memory.
HelloFresh personalise the messages to each person. Think about how you can use personalisation in your post.
The matchbox mailer:
Use fold outs to create a journey and tell a story.
Humans react more to things which are unusual and haven’t been seen before. Think about how you can do the same.
This example is to promote Macbeth at a Theatre.
Funny “miss-fortune” cookies 😂
Having your message retained in the household means it will increase the chance of it being auctioned. Create something of value to your audience and encourage them to keep it, as was done well with these discount tickets.
Business To Business Direct Mail Marketing
If you send products to your customers, think about how you can incorporate direct mail principals into your packaging.
This one plays on the expression “Peanut butter and jelly”
There is no limit to the number of shapes you can use for your mailings.
Small Business Direct Mail
Origami is an effective way to be different and fun.
Remember when you were a kid, and in school you’d have popup books that you’d spend hours reading and experiencing. They would literally bring your stories to life. Well the same thing works for your mail, look at how Ikea have taken this principal for their marketing.
Bright coloured postcards stand out on the doormat
Check out this DIY Cycle helmet
Papa john – masters of direct mail, have send physical paper versions of their pizzas
Make your mail seem personal and direct. People don’t receive as much mail as they used to and get excited and look favourably on mail which is humanised.
If you can send it in the post, it’s direct mail.
This postcard has instructions to run it under water, and when you do the message shows.
Business To Business Direct Mail Marketing
Running a direct mail campaign can be time consuming, but there is a lot of opportunity in marketing with physical post because it’s much easier to stand out and be noticed compared to digital clutter.
With Postary sending physical post to your customers is now as easy as sending emails. You can design and send beautiful personalised postcards directly to your contacts. Visit https://postary.com to get started today.
Direct Mail Business For Sale
For tips on designing postcard marketing campaigns with direct mail, read the essential tips: Essential postcard marketing tips