The 4 Major Types of B2B Direct Mail Campaigns

Most people don’t consider direct mail to be a feasible B2B marketing strategy because they believe it is tedious to design and clunky to implement and lacks follow-up opportunities.

But the reality is that it is a great way to grab people’s attention, which is extremely more difficult when going down the digital route. Plus, it’s an opportunity to get a tangible product in front of your audience. A direct mail campaign has stronger recall, and the reader is more likely to take action. And let’s face it, who doesn’t like getting something unique in the mail at work?

There are generally four types of B2B direct mail campaigns. The one you should choose depends on the goal you want to achieve.

Goal 1: Creating Brand Awareness

Focusing the direct mail campaign on searching for potential customers aims to develop a positive brand association more than requesting the reader to convert into a sale.

It’s about establishing a connection with the businesses that might ordinarily be oblivious to your presence. For this type of campaign, make sure you include strong brand elements, brilliant imagery, and a call-to-action (CTA) that makes easy for them to discover more about you and your business.

Goal 2: Cultivating Potential Customers

Lead generation is another excellent way to utilise direct mail strategies. These lead generation mailers need to have a solid CTA. The aim is to convert leads into new opportunities. You will need to have an unforgettable incentive, like a gift card or access to special privileges.

Goal 3: Growing Your Reach

Here your objective is to nurture your audience, so yours is the first business that comes to mind when the time comes to make a purchasing decision.

How do you do this? Free goodies and merch spread like a virus at a super spreader event. When you think of types of direct mail, they doesn’t just have to be pieces of paper. It can be a card with a box of gourmet biscuits or maybe even branded coffee mugs with your logo and call to action. Anything that people see daily or create a buzz. The goals are to grow the number of fans you have in your target business.

Then you focus on the decision-makers of the transactions. Send them something unique to solidify the relationship or reignite the love. These mailers need to be expertly branded and unique. Possibly a personalised bottle of scotch, or an invitation to join you for a game of golf or charity event.

Goal 4: Becoming a Champion Brand

This is a strategy to get your brand to the top. Tactics include branded garments, high-end reusable coffee mugs or water bottles… even phone chargers or USB drives. The concept is to create a gift your existing clients will have on display or use in public. This behaviour has your brand being shared with others, both within the organisation and externally.

Using these strategies with your next B2B mail campaigns will set you apart from all the other businesses, particularly those still relying on digital marketing alone to get their brand recognised.

Other points to keep in mind for a B2B direct mail campaign

• Create a concise call to action. Having a great CTA is best practice for any campaign; make sure you are explicit in what you want the reader to do.
• Customise the message for the industry you’re sending it to. If you have a broad range of industries you supply, think about the language they use. You may have the same mailer, just a few edits in the message creation that focus on the industry directly.
• Personalise the message. Use tags to insert the first names of the client or ensure the individual accounts rep phone number and email is on the mailer.
• Make the mailer unique. What would you like to receive? Make the contents of the mailer more likely to be kept or even shared.
• Be branded and memorable. Whatever you send should have your logo front and centre.
• Plan to follow up. Ensure you have your sales team on board to follow-up and capitalize on the brand awareness and reach of your exceptional direct mail campaign.

We’re here to help

Let our experienced staff at Active Mail take the stress and headaches from designing and implementing your next Direct Mailer campaign. We can find a B2B solution to fit your unique business and budget.

Take the first step now, and contact us for a no-obligation consultation.