In spite of the tsunami of digital communications that has inundated the world over the past couple of decades, business-to-business marketers continue to give direct mail the single largest chunk of their budget, according to a Pitney Bowes survey. Over half of the same survey respondents said that direct mail was the best way to reach senior management prospects. Here’s why.
Perceived value. Something about the tangibility of a paper communication makes the recipient feel special. Its formality as compared to an email also conveys legitimacy and authority. What’s more, a physical document has a longer shelf life: a mailed brochure is more often saved for future reference than an emailed PDF.
Personalization. Today’s variable data printing technology enables us to customize a mailpiece for each individual recipient. A busy executive is much more likely to read a message that’s relevant, specific and responsive to his/her needs.
Gatekeeper pass. Another advantage of personalized direct mail is that secretaries and personal assistants who open a senior manager’s mail won’t automatically throw it out as they would a piece that looks generic. And, of course, paper mail never gets routed to the email junk box.
Combo power. Integrating direct mail with other media can significantly improve response rates and lead generation. According to a BrandScience report, when direct mail was combined with digital marketing it produced a 62% increase in responses. And the UK television channel ITV found that direct mail combined with TV advertising elevated response by 143%. And direct mail seems to be the deciding factor in convincing prospects to make contact with businesses they didn’t know of before.
If you’re in the business of providing goods or services to other businesses, it’s clear that the power of direct mail is not one you can ignore. Need help getting started with your B2B promotion? Our experts have lots of ideas, tips and guidance to share. Give us a call!
