Think direct mail (DM) is dead? Inbox overload means decision makers are paying more attention to what comes in the post. Michael King looks at three examples of awesome B2B campaigns demonstrating DM is far from dead
- B2b Direct Mail Statistics
- Direct Mail Examples
- B2b Direct Mail Examples
- B2b Direct Mail Examples List
- B2b Direct Mail Marketing
With the help of a savvy marketing team and an expert mailing house, a business can really take their B2B direct mail campaign to the next level with a host of different tips, ideas and strategies. Below, we’ve laid out some of the best examples of effective direct marketing. Target Your Competitor’s Customers. She will be dropping by often to share wisdom and experience on a wide range of topics, from direct mail to business management, and even email marketing and website development. Read More Posts Tagged: b2b direct mail examples.
1. Workfront: Finding your perfect match
Management software company Workfront recently ran a highly-targeted campaign – aimed at engaging with a competitor’s customers – after the rival announced it wouldn’t be investing further in its product.
The competing company issued a press release stating that it was looking to sell its marketing applications business and would no longer be supporting it. This gave Workfront a perfect opportunity to target its customers.
Examples of Direct Mail Advertising for a B2B Product or Service Good examples of direct mail advertising are hard to find. Most of the marketing information you find on the web or in textbooks applies to retail. Or to selling small-ticket, low-risk items that have a large possible audience. The brilliant examples of direct mail marketing campaigns are just some of the reasons to employ direct mail when targeting your consumers. We offer several services for your company – including direct mail design and personalised direct mail – and can advise you on the best options for your business, just get in touch with one of our experts. For example, with a direct mail letter, you might consider the cost of writing, designing and personalising the letter, as well as the cost of printing it. Working out a feasible schedule It’s a good idea to draw up a schedule for all the steps in your B2B direct mail campaign. Timing is particularly critical in direct mail production.
Workfront used a telemarketing company to do research to find users of the competitor’s product, and during that discovery phase, ask a series of questions about what those users liked/disliked about the product to help tailor its subsequent messaging.
The messaging was around a relationship break up, and looking for a partner who wouldn’t ‘dump you’, as well as ‘finding your perfect match’.
A bouquet of flowers was sent directly to premium prospects (the top 500) – who were identified using a predictive analytics tool – together with a handwritten miniature card with their personalised URL to create intrigue.
Using its analytics tool, Workfront identified a number of characteristics from accounts the company had previously won, such as the type and size of the company, the types of roles they were hiring or, what other software they used and how big their marketing team was as a few examples and matched these characteristics against target accounts.
Alongside this, 1500 Valentine’s cards were sent to additional prospects’ desks, also directing them to their personalised landing page.
“Many of the premium prospects enjoyed receiving the flowers, especially as these were unexpected. The biggest problem with DM is getting people to open it, but who’s going to ignore a big bouquet of roses on their desks?” explains Workfront’s marketing director, Jada Balster. “It led to a lot of intrigue as to who had sent them and really positive feedback on the creativity. And the cards opened the door for our account development team to have conversations with companies who hadn’t necessarily heard of Workfront before and didn’t know there was an alternative product on the market.”
Workfront followed this up with an email campaign referencing the flowers, again directing them to their personalised web page. National bartending school. Out of the 2700 or so follow-up emails sent, Workfront received 465 responses, generating seven qualified sales opportunities and a pipeline of more than $370,000.
2. O2’s personalised ‘Digital Dave’ hologram
B2b Direct Mail Statistics
O2’s ‘Digital Dave’ campaign idea (read the full case study) sought to address the frustration its existing customers felt about not having a consistent point of contact for any queries or complaints.
O2 also found that its average revenue per user was declining and the needs of its business customers changing, sparking the idea to extend into a new market offering digital services. Targeting existing customers would be key in driving new sales.
Getting in front of its IT-based audience and getting them to listen was hard for O2 because those professionals are notoriously very busy. Therefore, O2 needed sales collateral that worked extra hard as a result.
This led to the idea of targeting the top 50 key accounts with 50 customised messages to outline the personal service offered by O2, achieving its objective to open up conversations with top mid-market prospects and ultimately securing more sales appointments.
To achieve its objective, O2 sent a personalised digital hologram adviser (Digital Dave) to break the ice with those 50 prospects via direct mail and tracked each hologram to enable a member of the sales team to follow up with a call.
The digital hologram was sent in a DM pack to key prospects – in this case, to IT directors and managers – at each target business. These specific prospects were targeted because it was their responsibility to build a case for switching providers and then convince other key business decision-makers that this was the best course of action.
Customer feedback was very positive, and as O2’s head of mid-market acquisition Michael Maine explains: “The customer loved the innovative technology, as that’s the way they want their business to be.”
From concept to the analysis stage, the campaign took place over 17 weeks. In that period, the campaign generated ROI of 13 sales appointments and £2 million in sales.
3. RCI Financial Services – driving people to the portal
RCI Financial Services – UK finance partner to Renault, Nissan, Infiniti and Dacia – rolled out a direct mail campaign in an effort to persuade more of its existing customers to register to its online portal, where all their account information can be stored in one place, alongside FAQs and offers.
RCI called on the help of integrated marketing agency JJ Marketing to give its existing customers a clear idea of the benefits of activating their online account and how they could go about doing it.
JJ Marketing sent a four-page brochure directly to RCI’s existing customers, using creative and customer data in a way that made it very personal. It used customer name, town and car make on the inside left cover, and displayed what customers could do after activating their account on the inside right cover.
To persuade more people into activating their registration, JJ used a prize draw. The idea behind this was if customers registered their account, they would be automatically entered into a prize draw to win £250 worth of IMO car wash vouchers.
The campaign was a big success, delivering a significant number of registrations. Its impact was measured by analysing the number of portal registrations following the roll out of the DM, which was sent to 70,000 existing customers, achieving a click-through-rate of 9.51%. The total number of customers who activated their online portal wasn’t far short of 7000 – a conversion rate of 9.67%.
Conference 2017: Account-Based Everything
Why and how to make ABM your number one growth marketing tool. Now in its ninth year, the annual B2B Marketing Conference is one of the most highly anticipated dates in the B2B calendar. It throws a spotlight on one of the hottest topics of the moment for marketing and sales professionals in B2B, ABM.
We’re going to learn exactly how to create a B2B Direct Mail campaign that sells.
These are the exact steps we use to make direct mail our most profitable channel.
Let’s dive right in.
Step 1 – Define your campaign Goal
To start with, you must define a campaign goal.
Start by choosing one of the goals below:
- Customer Acquisition (Get new customers)
- Custom Activation (Convert leads into customers)
- Cross-Selling (Sell more stuff to existing customers)
- Retention and Loyalty (Keep customers happy so you don’t lose them)
Each of these goals apply to a stage in the customer journey. As we’ll see later, our strategy will be different, depending on the stage of the journey we focus on.
Next, we want to be much more specific. The goal should be SMART (Specific, Measurable, Attainable, Realistic and Timely)
Here are some examples of good goals:
- To increase the % of leads who become customers by 30%
- To acquire 20 new level 3 companies in the west of England
- To reduce churn by 10% by the end of March
- To educate customers about our new product launch and get 50 trials started
Why is this important? By making your goal specific and understanding what stage of the customer journey you are targeting, you’ll be able to send the right type of direct mail to your customers.
Step 2 – How to create [and refine] your B2B mailing list
If your goal is to run an acquisition campaign (to find new customers), you’ll need to find and create a mailing list.
If you’re sending direct mail to existing customers, you’ll need to find their addresses, segment (more on this later) and clean your list.
First, let’s look at the case when your goal is to acquire new customers. How do you create your mailing list from scratch?
Before you create your list, you’ll need to know what type of companies you’re targeting. You’ll need to know 2 things. 1) Which companies you are targeting, and 2) Who are the relevant people within those companies you want to target.
Define your ideal customer profile. What industry are your customers in? What size company are they? In what location? And what job role are you targeting? Knowing the answers to these questions will help you when sourcing your list.
You may skip this section if you serve a small niche and already know exactly who these customers are, or you may have this list already.
Once you know which type of companies to target, you may want to talk to a list broker or create the list yourself. We’ll discuss the best way to create this list yourself here.
Now is a good time to mention companies house. This is a government database of all UK registered businesses and is publicly available (This is for UK Companies, but you can use the equivalent in each country) .
Companies house data gives you the physical address, and personal details of the company directors.
There are a lot of shell, and newly formed companies which are not actively trading or relevant. So it’s better to use the database to find the addresses and directors of companies, rather as a source to find which companies to target. (It is possible, but requires additional refinement)
Use google + industry directories to find the initial companies you want to target.
Search for “industry” + “directory” in google to find these directories. Or search for “industry” + “in Location”
Tip: It can be a good idea to use upwork.com or similar websites to find remote freelancers who can use this technique to create the mailing lists for you.
How to find your existing leads/customers physical addresses?
Fortunately it’s easy to find addresses for your customers, as they are businesses, whose addresses are publicly available in the companies house database as described above.
When targeting employees who are not directors, use LinkedIn to find their name.
Cleaning your address list
As their is a significant cost to sending each direct mail piece, you want to ensure that none of the mail is undelivered. That is why you need to take great care to ensure the addresses are valid, up to date, and correctly formatted.
This is especially true if you’re addresses come from user submitted online forms.
Chances are, most of your customers aren’t the same. Your enterprise customers will need a different message to start-ups.
CEO’s are interested in different things to project managers and so forth.
Take a look at your list, and ask yourself, how best to splice your list so that the right messages can be sent to the right people.
Step 3 – Choosing your direct mail format
There is an unlimited number of direct mail formats you can send. From postcards & letters, through to boxes, and balloons.
Which format should you use? There are generally 4 common formats:
- Custom Mail
Here is when to use each:
When to use postcards/flyers/leaflets
Postcards/Flyers/Leaflets can be used interchangeable. You can choose from different thickness, and sizes. If you’re unsure 300gsm thickness, and A5 postcards are recommended.
These are the most versatile formats and can be used for all campaign goals. They are also the most-cost effective and standardised form of direct mail. For most cases, this is a good option.
When to use Letters
Letters can be effective for marketing at later stages in the customer journey. This is because when Leads are already aware of you, and considering making a purchase, they require more information. Letters allow you to include much more information.
Letters, especially personalised B2B mail, is almost guaranteed to be opened, but if the recipient has not already been exposed to your brand (such as with acquisition) then you risk having a negative impact on your brand.
When to use Self-Mailers
Self-mailers are folded cards which are posted without envelopes. They are great for promotions which require educating the reader or contain a lot of information.
When to use custom mail
Your mail doesn’t need to be standardised and look like everyone else’s. In fact, being different and sending mail which may not even be made from paper, is a great way to guarantee the attention of your readers.
This approach is much more expensive and time consuming, so you will need to make a balanced decision on whether the increased responses would justify the additional cost.
For inspiration and ideas on different types of direct mail, take a look at the most incredible examples of direct mail we’ve ever seen.
Step 4 – Designing your direct mail with purpose
The design of your direct mail serves 3 main purposes:
- To grab attention (So your mail gets noticed)
- To communicate relevance (So the reader understands what your mail is about)
- To invoke emotion for brand awareness
The design is one of the most important variables in the success of a direct mail campaign.
Ensure that you stand out and grab attention, so that your message will be remembered and actioned.
Clear, relevant images
A common mistake, is to use images which are not relevant to the business or your brand. If you’re selling enterprise cyber security feel free to be abstract and expressive, but don’t use a picture of a puppy if it’s not a core part of your branding. (It might sound obvious, but we see it done far too often!)
You might think it’s clever, but making it easy for the reader to identify broadly what your mail is about at a glance is the difference between being ignored and a successful outcome.
Use bright complimentary colours
Use bright complimentary but contrasting colours in your design to make it stand out.
Keep it simple and avoid clutter
This is one of the most common mistakes with direct mail design. Too often people will try to cram as much information as possible in the space. But simpler designs perform much better.
It’s better to keep a headline and a short sentence on the front of a postcard.
Use high quality professional photos
This is a basic tip, but make sure that you use high-quality images and fonts. This goes without saying.
Avoid the “stock-photo” look
Stock photos look generic and unappealing. This is especially important for B2B direct mail, which will often be delivered to offices. You don’t want the mail to be confused with junk mail before it’s even left the front desk. This is particularly important for open mail such as self-mailers and flyers.
Step 5 – Crafting a killer headline
Every piece of direct mail will have some sort of headline. The headline only serves one purpose, and that is to get you to read the rest of the mail.
Therefore, it should be focused on gaining attention, and be relevant to the reader, so they understand what the direct mail is about.
Here are some examples of effective headlines
Headlines which highlight a pain point:
- Your customers are searching for you on Google, but you don’t show up on the first page. [From an SEO agency]
- 45% of companies are unprepared for a serious IT attack.
Headlines which highlight your value proposition:
- Help your sales Reps close more deals with…
- We manage your social media for half the cost and twice the results
Personalise the Headline:
Personalising each mail-piece headline to include the persons first name, or company name is a great way to draw attention and get noticed.
For example: “Martin, help MacroSoft launch stable apps faster by outsourcing your testing to the award-winning team at Test Ice” Will resonate a lot more with someone as the message is immediately more relevant.
Step 6 – The message
Once you’ve got your readers attention with the design and headline. They will now need to read your main message.
Make your copy easy to read
Direct Mail Examples
Your reader is busy, they will probably be glancing and skimming through your message.
If you received some direct mail at work today, would you be reading through it word-by-word, or quickly skimming it?
Use the following as a checklist to make sure your copy is simple:
- Short paragraphs
- Avoid Jargon, and complex words
- Use subheadings and highlight key sentences
- Repeat your key point multiple times
Demonstrate trust & credibility
Reference your biggest existing customers, and use their logos to demonstrate trust and credibility.
Using testimonials and short customer quotes here is great way to establish credibility for your direct mail.
Depending on your format you will have more space, but just because you have more space it doesn’t mean you should write more.
Step 7 – Writing a CTA that appeals to decision makers
You probably know you need a CTA – A direct instruction for your reader to take the next action. But what type of call to action works best for B2B mail?
Your reader is probably very busy, and have a list of important things to do in front of them.
Try these tips to get more actions from your campaign:
B2b Direct Mail Examples
Reference the pain again
What as the problem you are solving? Reference it again in the call-to-action. For example:
- Avoid your best talent walking out tomorrow and contact Hannah Smith today at [email protected] for a free consultation
Keep the ask simple
If doing acquisition campaigns, don’t ask for a purchase straight away. Ask for a free strategy session, invite them a web page, or request them to send an email.
Creating as little friction as possible and making the ask easy will give you many more responses and opportunities sell.
Read this post with more general tips on writing a call-to-action for direct mail.
B2b Direct Mail Examples List
Step 8 – Delivery and fulfilment
Printing and sending a direct mail campaign can be as complex or as simple as you like.
Using an online service like Postary you can run an entire direct mail campaign online.
The useful thing about Postary is that you can upload your design, import your mailing list and the printing and delivery is handled for you. Things like tracking and personalisation with merge text is built in.
If you want custom non-standard direct mail printed, you should find a local print company, or mailing house who has this capability.
B2b Direct Mail Marketing
A final Note
Please share this post if you know anyone who finds this useful, or comment below or contact me if you have any questions.