The resurgence of Direct Mail and the importance of getting it right.
In the last of our Tasty Guides, we are looking at Direct Mail and how it can best be utilised. It is one of the simplest marketing tools, but this doesn’t stop it from being one of the most effective.
Direct mail allows you to focus your marketing on a targeted audience, but to achieve this you need to start with a database. For B2B companies, it is best to start by setting a budget dependent on the number of companies you want to target. Then, develop or purchase a database which includes details such as: Head Office Address, Turnover, Telephone, General Email, Identify of Key Decision Maker(s), their personal email address, any other details that relate to the company and how your product/service can benefit them.
If you are creating this database yourself, the majority of this information can be found for free using online tools. For instance, websites such as Duedil will display a company’s public financials to determine if they are in a position to purchase your product/service. If the company has a LinkedIn profile it will show who the key decision makers are and if they know any of your previous customers. If details can’t be found on either of those, the company’s own website will always provide contact details and often information on the decision makers, although this depends on the nature of the company and what kind of information they wish to share.
Whilst the data is being collected (which can vary in working hours depending on the number of companies) the contents of the direct mail can be decided and drafted. The best direct mail campaigns have a personal touch, such as letters tailored to the respondent. Some campaigns will identify multiple decision makers to send each one a different letter depending on their position in the company.
Personalisation always helps generate a higher response rate but the best way to achieve this, alongside brand recognition, is to include something that makes the delivery more distinctive. One such thing is by including a gift in the mail package. For instance, Tasty Marketing offers a unique Lumpymail™ service that addresses such a need.
By including a gift or item that symbolises either your company, the industry or something that will interest the respondent, you will spark their interest. By interacting with the package the respondent is much more likely to remember the brand and read the materials contained in the package as the benefits on offer are clearly explained to them. This can then result in an increase in enquiries and ultimately sales. By going the extra step with a simple concept, you will achieve great results and add value.
That’s how you make Direct Mail work in your favour.
If you have any questions about Direct Mail and how it can benefit you and your business please contact us by emailing firstname.lastname@example.org or by calling 01202 65 67 62.
You can also view when our next Lumpymail training session, alongside others, via the link: http://www.tastymarketing.co.uk/iqs/cpti.19/tasty-events.html