2 Tips for Better Direct Mailing Campaign Results

Email marketing yields a good amount of B2B leads. A large percentage of marketers agree to this, and even statistics show that it is more effective at generating revenue and finding new B2B leads. That being said, it looks like direct mail is about to be left in the dust as it is expensive and inefficient. However, some marketers are seeing a revival in direct mail and other still use it for marketing purposes. If you’re using direct mail, then here are some tips for your campaign.

• Proper targeting for better results – When using direct mail for marketing and generating B2B leads, it is important to know which industry you want to focus on. You can’t just randomly send mail to every business contact listed on your direct mailing list, no, you have to be precise and accurate just like a sniper with a single shot left in his rifle. Although you have a lot of chances to do so, metaphorically speaking, your single shot should matter and get results. So when you’re using direct mail to generate leads, get yourself a direct mailing list that is targeted to the industry you want to focus on. If you’re targeting C-level executives, then get a mailing list of C-level executives. Accuracy matters in direct mail as you will have to really be visible in the correct mailbox, and not just to everyone else.

• Relevant content for high chances of success – A large percentage of direct mail remains unopened, and there’s no telling just how much of it has been tossed out the window or into the trash by prospects who don’t want to even bother with such mails after getting past the first few lines. That being said, if you are using direct mail and sending them out to your B2 leads; make your content relevant and interesting to your prospects. Your content should capture their attention when they scroll their eyes over the first few lines, something that keeps them reading on and wanting to finish the letter. If a prospect is interested, he/she will most likely respond to your direct mail and you may have yourself a warm B2B lead on your hands.

Direct mail is still worth giving a shot, even if it does turn out to be expensive and sometimes inefficient in lead production, as well as getting feedback from prospects. However, as a marketer, every avenue for marketing that is available counts and can help in producing both leads and sales.