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Chapter 45—Direct Mail

Capturing the attention of today’s busy business decision
makers and influencers is harder than ever. There is one time
of day that B2B prospects unplug from their screens and stop
for a moment: when they sort their mail.

Many B2B marketers have abandoned direct mail in favour
of online alternatives; they assume that because everyone is
online, it means no one can be reached offline.

However, direct mail can be effective. The higher cost can be
outweighed by the benefits if you have a good list and a good
offer. With a bulky mail (a direct mail that is more than just
an envelope, i.e. includes something that makes the package
“bulky”), you’re more likely to get through to new prospects,
since they won’t throw a package straight into the trash (which
is what happens with most email from unknown senders).
However, direct mail is not a silver bullet—there are a few
necessary steps to make it work:

Define your objective. Are you trying to generate leads?
Nurture leads? Cross sell to existing customers? Pick one
objective per mailing.

Know your audience. Who is going on your target list? Your
objectives will guide this. Ensure your mailers are addressed
properly and are personalized.

Do the math. Plan your campaign based on the numbers—how
much income and sales must the campaign generate to provide
a return? Remember, the leads and sales rates matter more

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© 2012 Lisa Shepherd