Direct mail might seem so last century, but it has an enduring appeal, especially in this age of digital everything. Believe it or not, people enjoy taking a break, dimming their devices and picking up actual, physical mail. If nothing else, there’s an element of surprise, even though it’s sometimes tempered by disappointment. Still, being a curious species, your average homo sapien will usually take a look, if only because of the sheer novelty factor. If that piece of direct mail is compelling, visually appealing, and can put a smile on the recipient’s face, it stands a much better chance of eliciting a response and helps give your B2B sales efforts a boost. In fact, according to the Direct Marketing Association, direct mail has a response rate of 4.4%, compared to email’s barely measurable response rate of .12%. So there, digital everything!
One myth about direct mail is that it is a less targeted offering – the old “spray and pray” method of broadcasting a message. But it doesn’t have to be that way: if directed at the right people with the right message at the right time, it has great potential to be both seen and acted upon.
It does need a bit of special sauce to get that person to rip open the envelope, lift off the sticker or peek inside the card. But once they’re absorbing your message, brand recall is 75% for direct mail compared to 44% for digital ads. That same neuroscience-based study found that direct mail requires 21% less cognitive load than digital content does, making the message easier to process, understand and retain.
Sending a piece of direct mail to re-target website visitors adds another avenue of communication with your targets and when integrated into a B2B lead generation marketing campaign with several platforms, you are creating a more memorable first, second and third impression, which has a much better chance of leading to a sale.
3 steps to a successful direct marketing campaign:
- Have a clear campaign objective: I am looking for 200 solid sales leads.
- Identify a target audience. This will ensure your campaign reaches the people who are most likely to buy from you.
- Make them an offer they can’t refuse. This should be easy if you’ve done your research, know the audience and how to make them an offer that is both relevant and irresistible.
If you haven’t got the bandwidth to create a multi-pronged sales campaign, give us a call. 360 Leads combines B2B sales lead generation with marketing strategy and creative capabilities to deliver the most integrated and comprehensive lead generation, win-back and retention campaigns in the world. Pick up the phone and speak to one of our professionals today.