Many marketers and companies mistakenly believe that B2B direct mail is dead in this modern age. Nothing could be further from the truth. This marketing method is still very popular. It can be extremely successful when it is properly planned and executed. Here are the facts and statistics that back this up.
B2B Direct Mail is Still Highly Effective Today
B2B direct mail marketing accounted for millions of dollars spent last year. Those who are targeting businesses have found that physical mail tends to work best. The effectiveness of this method may be slightly diminished from the past, when email was not available, but it is still going strong and can get a significant response for most businesses.
A Much Higher Response Rate Than Email Marketing
B2B direct mail has a much higher response rate than email marketing. By the end of 2013, the response rate for direct mail was 4.4%. Email marketing only saw a response rate of 0.12%. Electronic marketing has a much smaller response rate, in spite of the fact that this marketing method often involves a much higher rate of contact.
Reasons Electronic Marketing May be Preferred but not the Best Choice
Some companies may prefer electronic marketing over B2B direct mail. There are a number of reasons why this may be the case. Email costs nothing to send, and requires very little time. These advantages are also the reasons why so many spammers and dishonest companies use this method, making it far less trustworthy.
Business Owners and Executives Typically Respond to Physical Mail More Favorably
B2B direct mail can help you get your foot in the door much easier than just sending an email. People in a position of responsibility within a business tend to respond to physical mail more favorably than they do to emails and other electronic communications. A positive reaction makes it more likely that your materials will be reviewed.
Avoid Inbox Overload Syndrome with Your Marketing Efforts
Many business executives and company owners suffer from inbox overload syndrome. These individuals may receive hundreds of emails each day. Their inbox is always packed. This can cause emails to be deleted without ever being viewed by the recipient. If your material is not opened and viewed, then you will not get a response.
Reach Those Responsible for Purchasing Decisions
Professionals and company staff are cautious about who they give their contact details to. Sending B2B direct mail to the company address, with a note to the specific recipient, can help you reach the person you are targeting. You could spend a lot of time trying to find the CEO’s email address, but you probably already know the company address.
Make a Better First Impression
Direct mail tends to make a better first impression. This is true whether the target is another business or a consumer. Your recipient cannot hold an email or feel the features and details that have been added during the printing process. Only a physical mailer can achieve this and engage more than one sense, so that a better response is received.
Create a More Professional Business Image and Better Brand Recognition
Using B2B direct mail, instead of electronic marketing methods, will give your business a more professional image and help increase your brand recognition. If you just create a simple email, this may be seen as a lack of interest or professionalism, making you a business that other companies may not fully trust.
Targeting the Right Businesses and Company Staff is Critical
A direct mail campaign targeting other businesses can be very effective and highly successful, but only if you are targeting the right company staff. If you are sending mail to the COO, but this individual does not make purchasing decisions, you are wasting your time. Find out who is responsible for purchasing and contact them directly.
Do you use B2B direct mail to target other companies? Why or why not?