Direct mail can be a very effective way to reach out to businesses and decision makers, but it's important to plan your campaign carefully to get the best results. In this blog post, we will discuss the top 10 things you need to consider when planning a B2B direct mail campaign.
Before you even start planning your direct mail campaign, you need to identify your target audience. What are their role types? What are their current pain points? Where are they located? How will you obtain their addresses if they are working remotely? This will help you determine the potential messaging to use and what type of offer would be most appealing to them individually.
What do you hope to achieve with your direct mail campaign? Are you looking to generate new opportunities, increase brand awareness, or promote a new product or service? Once you know your goals, you can determine how to most effectively reach that goal and determine how you will measure it.
Direct mail can be an investment in time and resources to do it right, so it's important to have a budget in mind. Especially, if you’re looking to use direct mail as an executive engagement tactic or to create a meaningful impression. This will help you determine the value of the experience sent, how many different touch-points may be sent and how strong the call to offer is.
Your offer is likely the most important part of your direct mail piece. It needs to be something that will resonate with your target audience and incentivize them to take action. Will you be offering a discount, a free trial, or access to exclusive content? Make sure your offer is clear and easy to take advantage of.
The format of your direct mail piece is also important to consider. Especially when targeting decision makers and influencers at key accounts. You want to ensure that it delivers high on value, representing your view of the opportunity ahead. Cause lets face it, a pig with lipstick is still a pig.
If you're working with a direct mail partner, they will likely handle most of the logistics for you. But it's important to have a clear understanding of who is responsible for what so that there are no surprises along the way. Who is printing and producing the mailers? Who is responsible for the packaging? Who is handling inserting any additional collateral, gifts or personalized inserts? Is shipping and fulfillment additional, or part of the total costs?
When planning your direct mail campaign, it's important to think about the timing. Are you looking to launch around a specific holiday or event? Do you have a new product or service that you want to promote? Make sure the timing of your campaign makes sense for your goals and target audience.
It's important to set up a system to track the results of your direct mail campaign. Whether this is through the use of QR codes, shipping info, sales follow through, augmented reality, URL’s or a blend of all, this will help you determine whether or not it was successful and make necessary changes for future campaigns.
Your call to action should be clear, concise and easy to follow. You want your target audience to know exactly what you want them to do and why they should do it. Whether it's visiting a website, signing up for a free trial, or redeeming an offer, make sure your call to action is specific and actionable.
Once you've sent out your direct mail campaign, it's important to have a follow-up plan in place. This will help you stay top of mind with your target audience and continue the conversation. We recommend at least 5 additional touch-points after any direct mail campaign. This is typically in the form of email, phone and text messaging.
Direct mail can be a lot of work, yet it's well worth the effort to break through the digital noise and leave a meaningful impression. So ask yourself, are you ready to commit to a direct mail campaign? If so, we’d love to help you get started!
If you're interested in getting some inspiration around effective B2B direct mail campaigns, check out this post on our blog to fuel your creativity.