B2B Direct Mail Services
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B2B Direct Mail

Business purchasers don’t make decisions lightly, so how you communicate with potential buyers matters. When it’s time to shout about what you do, B2B direct mail is a great way to inspire trust and get that all-important return on investment.

In a world dazzled by shiny digital tools, B2B direct mail consistently delivers exceptional results. So, rather than grappling with the next big thing, why not use a proven and trusted way to reach your target customers?

Not sure where to start? Don’t worry. As the UK’s leading direct mail agency, we’ve got your back. Working with established brands and ambitious SME’s across the country, we know how to make direct mail work for your business!

Does B2B direct mail still work?

Picture this: a meticulously crafted, precisely targeted direct mail piece that captures the decision-maker’s attention as they interact with it. It’s more than just a piece of marketing collateral; it’s a tactile experience that transforms your message into a memorable encounter.

And here’s the secret sauce: direct mail allows for a personalised approach, so your business can tailor its content to your target audience’s specific needs and challenges, boosting the chances of a positive response. Because B2B brands aren’t just talking to businesses, they’re talking to the people who work in them.

But wait, there’s more! B2B direct mail doesn’t exist in isolation. Instead, savvy marketers are using it alongside their wider online and offline marketing efforts, creating multi-channel strategies that pack a powerful punch. Think bespoke landing pages, personalised content, and an engagement level that goes through the roof.

In a nutshell, when B2B direct mail is done right, it’s a powerhouse for reaching and captivating business audiences. And you don’t have to take our word for it:

• 81% of B2B marketers agree that they personally are very likely to open a package at work or in a work context { Direct Mail for the Digital Age }
• 74% of marketers agree that direct mail delivers the best ROI of any channel used { The State of Direct Mail }
• 76% of B2B marketers say that their buyers are less likely to engage with digital marketing touchpoints than only a year ago { Direct Mail for the Digital Age }
• B2C and B2B direct mail statistics denote that 56% of direct mail respondents visit the business’s online or physical store { Fundera}
• B2B direct mail response rates increase a staggering 135% when marketers add a name to direct mail

Types of B2B direct mail campaigns

Businesses can elevate their B2B direct mail marketing strategy by using different types of direct mail at the various stages of the buyer journey. Seeking brand awareness and initial engagement? Impactful and visually appealing formats such as postcards, dimensional mailers, or creative brochures will leave a lasting imprint on your prospects.

As your potential customers journey through the sales funnel, it’s time to shake things up and deploy more targeted and detailed direct mail. Personalised letters, case studies, and whitepapers are the heroes of lead nurturing and relationship building; tailored to speak directly to your recipient’s pain points, with solutions that feel like they were written just for them.

Lost someone’s interest? It’s time for a reactivation campaign. Think reminders, updates, and special promotions to reignite interest and bring back those dormant leads and past clients.

1. Postcards

Compact and cost-effective, postcards are great for quick messages, promotions, or event invitations. Easily scannable, B2B postcards are visually engaging, so they are perfect when you want to make your message stick. And here’s the kicker – a whopping 51% of recipients find them downright useful {Data & Marketing Association}.

2. Letters

Unleash the power of personalisation with letters – the key to forging a genuine connection with your recipients. In a world buzzing with digital noise, the timeless appeal of a thoughtfully crafted letter remains unmatched. Effective for conveying detailed information, addressing specific concerns, and initiating a one-on-one conversation, the pen (or printer!) is mightier than the email!

3. Catalogues & Brochures

Catalogues provide B2B businesses with a tangible and immersive way to showcase their products and services. Comprehensive and visually appealing, such materials can provide in-depth information and serve as valuable references for potential buyers.

If you don’t have the budget to send a full booklet to each recipient, catalogue request cards can be a great way to generate leads and gather more data.

4. Newsletters

Imagine a regular dispatch of insightful updates, industry trends, and valuable content sent directly to your clients and prospects. It’s not just information; it’s a curated resource designed to keep them informed and engaged.

What sets printed newsletters apart is their tangible presence. Unlike their digital counterparts that often get lost in the digital shuffle, a physical copy commands attention. And they are far more likely to be shared, and less likely to end up in the bin.

5. Office Gifts & Accessories

Elevate your B2B direct mail game with branded merchandise, gifts, or exclusive offers. And when you add a touch of personalisation, you will craft a positive and lasting impression that resonates.

Want to keep it business-relevant? Take it up a notch by sending physical samples of your products, allowing recipients to engage firsthand with what you offer. This approach works wonders, especially in industries where a hands-on, tactile experience is paramount.

5 best practises for B2B direct mail

There are many fundamentals to a successful B2B direct mail campaign. Neglect any one, and you could be in trouble. To ensure your direct mail strategy does well, your campaign must be well crafted, engaging, and drive desired actions.

Helping to ensure your B2B direct mail efforts are focused, targeted, and aligned with your overall business objectives, here are some essential best practices to help you succeed:

1. Accurate Mailing List

In B2B direct mail marketing, your mailing list is one of your most important assets. Ensuring that your advertising reaches those individuals or businesses most likely to be interested in your products or services, the better your data, the more positive the response will be.

Whether you are using your own data or purchasing it from a mailing list provider, it is essential that you check, refine, and update it before every direct mail campaign. Moreover, because quality matters, investing in B2B mailing lists can be a strategic move for businesses aiming to amplify their marketing efforts and broaden their customer base.

2. Personalised Mailers

Personalisation. Personalisation. Personalisation!

Addressing recipients by their names has been shown to improve engagement and response rates. But with all the data available to businesses today, why stop there? A thorough understanding of your target audience should help you tailor your content, design, and offer to resonate with your audience. Doing this will boost the success of your B2B marketing campaigns even further.

A quick word of warning! Today, your marketing campaigns must comply with the latest data protection laws.

At Blue Market Media, we can provide you with GDPR-friendly mailing lists from trusted sources and help you run your campaigns in a scalable, efficient and compliant way! We can also check and clean your own mailing lists to ensure they comply with the latest regulations and requirements.

3. Quality Design & Print

Good design is essential if you want your direct mail campaign to capture attention, make a positive brand impression, and reflect your business’s credibility. So, you must create an eye-catching design with clearly conveyed messages to drive engagement and response rates. Quality printing is also necessary to ensure your message is clear, legible, and easy to read.

Together, exceptional design and printing won’t just make you look professional. It will also help your direct mail to stand out and increase the likelihood that the correspondence will be actioned, retained or shared.

4. Clear Call to Action

Whatever format of B2B direct mail you send, you must add a clear call-to-action (CTA). Telling recipients what to do next – whether that’s making a purchase, signing up for a newsletter, requesting a demo, visiting a website, or calling for more information – the CTA is a vital component of any mailer.

A clear CTA also allows you to track your campaign’s performance, and you can use this insight to evaluate success and inform future strategies.

5. Follow Up Strategies

The key to success in B2B direct mail marketing is understanding your target audience and aligning your communication with your buyer’s journey. Be strategic, and don’t forget to check back after sending direct mail. For example by following up with an email, a call, or even more personalised mail.

As every B2B marketer knows, what can be measured should be measured. Use tracking tools in your direct mail to see how well your campaigns are doing. This way, you’ll learn what’s effective (and what’s not!), so you are armed with the info to make future campaigns even more impactful.

How to use B2B direct mail throughout the funnel

One of the biggest advantages of direct mail is its ability to target specific audiences. But did you know that you can deploy B2B direct mail at various stages of the sales funnel to nurture leads, build relationships, and drive conversions? Here’s a breakdown of how to do this effectively.

Top-of-funnel

B2B direct mail can be a highly effective tool for marketers looking to introduce their brand and create awareness. For example, postcards, dimensional mailers, or handwritten introductory letters can be used to:

• Provide a brief overview of a business’s products or services
• Highlight unique selling points
• Offer incentives for further engagement
• Encourage recipients to book a demo or visit a website to find out more.

Mid-funnel

Once your potential buyers know who you are, it’s time to build trust, educate them further about what you do, and position your offerings as solutions to their pain points.

Consider sending brochures or case studies that delve deeper into your products or services. Or you could showcase thought leadership with content that addresses their specific challenges.

Remember to personalise your communications based on the recipient’s industry and role, and give them everything they might want just as they evaluate if your business is the right fit for their needs.

Bottom-of-funnel

At this stage, your potential buyers know who you are and what you can do for them. So it’s time to get them across the finish line. Send targeted offers, gifts, samples, or exclusive invitations to events or webinars. Use compelling calls-to-action (CTAs) that encourage recipients to visit dedicated landing pages, schedule demos, or contact your sales team.

You can also provide testimonials, client success stories, and limited-time promotions to create a sense of urgency.  At this stage the cost of your B2B direct mail will likely increase, but so do the potential rewards.