“Campaigns that included mail were 40% more likely to deliver top-ranking acquisition levels than campaigns without mail,” Royal Mail MarketReach.
Business to Business Direct Mail Marketing i.e. one business selling purely to another business – not a retail consumer insight!
You’re at work; you receive an inbox of e-mail every time you get up from your desk. Antispam, clutter removal software and firewalls filter out lots of unsolicited email as well as lots of emails the user has registered to receive.
One thing that always hits the desk is a piece of physical mail. What happens to that direct mail piece depends on whether you have targeted the correct person in the business and completed your pre-campaign research and planning adequately enough.
What is certain that if the message is not opened, read and responded to then it was either not targeted correctly, not designed correctly or the content was not written well or enticing enough. You need to hit your audience straight away with direct mail, or risk losing them entirely.
In B2B mailings you should expect a longer cycle and certainly not expect instant revenue as a result. Of course, it does depend on what you are selling, but most businesses have to go through a decision-making process often involving a senior manager or director and will require having a cost benefit analysis or business case written.
B2B direct mail marketing will require a multi-layer contact approach and a minimum of 4-6 touch points but usually, the returns on this longer sales cycle will result in a higher value return or contract.
High impact direct mail is punchy, and informative and will create talking points in the office. Align this with something that can be useful and retained ‘On Desk’ also acts to help your brand stand out.
Short informative messages detailing the benefits to the correct decision maker targeted correctly to the market sector will provide better enquiry rates.
Some of the companies who work with Romax Marketing
Romax Marketing & Distribution, a Greenwich-London based company, is leading the printing industry with the latest technology and process since 1997.
Romax provides a wide range of services in Direct Marketing for B2B and B2C, including Consultancy, Direct Mail, Data Management, Printing, Discount Postages, Membership Services, contact us for your client focused proposal.