7 Reasons why B2B Direct Mail Works Best for New Business
If you need something these days you search for it online – simple.
That’s great if you know you want it……BUT…what if you don’t know about it, could it be beneficial to you – woah – now we’re talking marketing….
Send an Email – that’ll get you orders
Email sent – but how was it received? – maybe – it went to clutter, maybe to ‘junk’. If it does get to the recipient’s inbox – Do they know you? – Are you a scam email? – Are you a trusted source? – Will they open you? – Are you a virus just waiting to infect me?
Hey – be more positive
OK – you’ve persuaded the reader to open your email – what do they see?
Red Cross – Red Cross – Red Cross
Red Cross – download images Should I? perhaps Not – Online I want INSTANT RESULTS and this is getting tedious now I have another email to read it’s just pinged in… bored now – delete it, let’s move on…
Result – email is gone forever – the reader will never look at it again…
Email is great in helping with retention marketing, certain booking confirmations and general correspondence but only once you’ve gained the confidence of your market, but NOT for gaining brand recognition and new business… Not so good for growing trust with your brand or product.
7 reasons to send a Printed Marketing Communication
Reason 1 – Touchy Feely!
When the post arrives on your desk– do you stop what you’re doing and read it? Interruption from workflow focuses the recipient’s mind on your message.
Reason 2 – Right Place- Right Time
You are selling a business to business product – surely the best place to send it to is the person’s desk whilst at work? It’s Obvious MENSA – here we come…
Reason 3 – Chatterboxes just love to share
When you receive GOOD marketing (and sometimes bad marketing too) what do you do with it? Talk to someone about it? Chatterboxes share the information with their colleagues in the office.
Reason 4 – Break from the Norm
Email is constant – marketing mixed in with the constant business demands communicated through email – is just not in the right setting. BUT paper-based marketing forces the recipient to stop and mentally remove themselves from the PC Screen whilst they focus on the mail – in hand. All Eyes on You!!
Reason 5 – Instant Print
Emails will be printed out if the recipient acts on your message. Will your brand be well presented in this way?
How many times have you printed out an email – poorly formatted – with the images in the right place and the message and brand well reflect?
Yes, that’s right! When you send your print direct, the message will be exactly as you designed it to be – impactful and professionally printed.
Reason 6 – Because Telemarketing doesn’t cut through any more
“Do you want to talk to Jo Salesman?”“Hi. you don’t know me but I want to interrupt your workflow when you’re right in the middle of something”
Even if you don’t take the call, you are annoyed by the interruption. So imagine your campaigns the same way – breaking through on the phone is hard work unless it is preceded by other marketing messages aimed at ‘smoothing the way’ and getting your brand awareness in front first.
Reason 7 – Removes focus from the electronic inbox and allows time for action
Physical printed direct mail marketing in the hand of the decision maker will add more weight to your brand and ensure maximum impact. A call to action at the desk of the recipient allows them to instantly act – a call – a web search – a visit to your website ‘while they think about it’ and have already focussed on your message, without interruption from their inbox…
The blog post was written by Robin Sumner, Managing Director, Romax.
Romax Marketing & Distribution provides a wide range of services in Direct Marketing for B2B and B2C, including Direct Mail, Data Management, Printing, Discount Postage, Membership Communication Services, and Consultancy.
Contact us, either by phone +44 (0) 20 8293 8550, email firstname.lastname@example.org, or filling the form: