Marketing your business requires innovation and creativity, but sometimes it is best to revert to traditional methods. 

Business-to-business direct mail marketing is one such example from the dinosaur age. While it has evolved over the years, it remains a highly efficient way to market to new and existing clients. 

With business-to-business direct mail, businesses can send out postal mail containing informative pamphlets, brochures, guides, and other material. These will generally feature information about new products and services, news, events, and so on. 

This article provides a guide on what business-to-business direct mail marketing is, why you should be doing it, and how to do it. Spoiler alert on the why: 

According to an SG360° study, four out of five 18 – 24 year olds declare themselves “unlikely to act on email marketing”. That’s because digital fatigue is a very real thing. The tangibility of mail cuts through the online clutter and influences buying decisions.

B2B Direct Mail Use Cases

Brand Awareness

One of the key functions of business-to-business direct mail is marketing to businesses to increase brand awareness.

Business-to-business direct mail marketing uses the old-school method of postal mail. Sure, direct mail marketing has been around for ages, but this doesn’t mean your approach to increasing brand awareness has to be a snore-fest. It means it’s a tried and true form of communication that influences consumers into taking action.

Include engaging reading materials with interesting visuals to pique the business reader’s interest. Adding in a branded gift or product samples would also be welcomed by a potential business client. Everyone loves a freebie!

Advocacy

To take the marketing approach to the next level, you want the business to advocate for your product or service. 

The best way to do this is by sending a sample of your product. You can also invite them for a complimentary experience of your services. If they experience what you offer firsthand, they are more likely to back it and return as a paid customer. 

To elevate a product or service sample, try to personalize it. This can be offering a service that fits the business’s needs. Another option is simply customizing a product with their name or logo. Names and logos sound too easy but people pay attention when they see or hear their name!

Appointment

When using business-to-business direct mail marketing, your main goal is to convert these opportunities into sales. Try to incentivize businesses to meet with you, or make bookings to experience your services in person. 

This can be a discount on their first appointment or even an offer to sign up for a loyalty program. These offer them short- or long-term savings and benefits and can help set up a lifelong business connection.

And don’t underestimate the power of a thank you after the appointment is over. If someone has invested their time in listening to what you have to say, a notecard conveying your gratitude for the opportunity goes a long way in creating goodwill and additional interest in the produce or service you’re selling.

Direct Mail for Demand Generation

Demand generation is linking the needs of the consumer with the product or service for targeted marketing. This should ideally lead to sales conversions. 

This form of business-to-business direct mail marketing should follow a research process into potential business prospects. Research allows you to frame the benefits and features that directly meet their needs. 

Direct Mail for Account-Based Execution

One of the big motivators for business-to-business direct mail marketing is gaining new business accounts and retaining existing business accounts. This requires quality account-based execution and marketing.

You can use business-to-business direct mail marketing to update current business clients about new products and services. You can also promote what you offer to potential business clients, to prompt a first meeting – and maybe even score a second date too. 

How to Use B2B Direct Mail Marketing

Top-of-Funnel Direct Mail Marketing

Top-of-funnel direct mail marketing refers to potential businesses that are nowhere close to buying your product. This is the audience that requires a great deal of convincing (and bribing) in your business-to-business mail approach. 

The best way to reach this audience is with personalized mail. This should highlight what you have to offer. 

It can also be attaching a letter addressed directly to the relevant person in the business. You could include a personalized offer    to pull them in. 

Middle-of-Funnel Direct Mail Marketing

For potential business clients who are in the market for what you offer, you should use a middle-of-funnel direct mail marketing approach. This audience will have interacted professionally with your business in some way and just needs a gentle nudge to buy into your product. 

Personalization is also key here, as this can make your business stand out amongst competitors. Sending information about your product that fits into where their business needs lie will also give you an edge. 

Bottom-of-Funnel Direct Mail Marketing

Finally, bottom-of-funnel direct mail marketing speaks to business clients who are either very close to buying in or are already consumers. This audience does not need convincing as such but needs constant reminders of what you offer to keep them loyal.

The best approach is to keep these businesses updated on upgrades or new products that you offer. You can also keep them in the loop about news and events relating to your own business. 

If these business clients still need a bit of convincing or have started to lose interest, nudge them with a promotion or discount coupon to sweeten the deal. 

B2B Direct Mail Ideas

Build Your Audience

Marketing on a mass scale may seem like the best method. Sending out mail to as many people as possible is like chucking spaghetti at a proverbial wall and hoping a couple noodles stick. But often, targeted marketing is the best approach for building your audience. You’ll get better results spending your marketing dollars on mail addressed to people who are hungry for the product or service you’re offering.

Research which companies are most likely to buy into your business and then send direct mail marketing to them. Focus resources on those companies who will likely engage with your offerings. 

Tap into Emotions

Every business has its challenges and weaknesses, which can be difficult to deal with. An effective way to do business-to-business direct mail marketing is to focus on how you can help these companies. 

This means highlighting the benefits of your product that provide a direct solution to their pain points. You can research statistics and data surrounding their professional performance, and where they fall short. 

An approach like this speaks to what that company needs. It makes it clear to them that your business can help theirs, and they’d regret it forever if they miss out on the opportunity. 

Talk Benefits, Not Features

An overflow of information is likely to send a potential business client heading for the hills. They will be overwhelmed and unclear as to how your business can fit well with their own. 

Keeping the focus on the benefits of your product is more likely to capture their interest. More specifically, focus on the benefits that help them make money, save money, and / or save time. 

Lead with Content

If you are providing marketing content to business clients, ensure that it is useful and informative. 

This can be interesting information about your products and services, client testimonials, advertorials about relevant topics, news, events, or upcoming promotions. Keep the writing clear and simple, as businesses in other industries may not understand your jargon. Break out the red pen and eliminate duplicate or unnecessary information before you call a project finished.

Show Your Credentials

A potential business client is more likely to buy your product if you communicate your expertise, credentials, and previous success. Flexing on your business savvy goes a long way here.  

Incorporate these elements into your marketing material to gain a sense of trust. This can be reviews, testimonials, qualifications, awards, etc. You can ask existing business clients to provide accounts of their experiences with your business, which you can send out. 

Send Personalized Messaging

There are several ways in which you can personalize your business-to-business direct mail marketing. This makes all the difference in forming a connection with a professional recipient and converting a lead. 

This can focus on benefits for their business needs, or sending spiffy, customized products or merchandise. You could also include letters addressed to the business.

Measuring and Tracking B2B Direct Mail Success

Business-to-business direct mail is a hands-on approach to marketing that generates conversions. But to see how exactly it is performing, you should keep a watchful eye on the analytics. 

A mail service like Click2Mail is the easiest way to do this, with our detailed reports that help determine which mailers have been delivered when. Now, you can have eyes in the back of your head too, tracking response rates, conversion rates, and more from your business clients. 

Wrapping Up

When it comes to direct marketing methods to convert professional leads, direct mail is the best way to go.

This approach allows you to reach business clients in a personalized manner. They are less likely to leave the chat and more likely to engage with the material. It is easy to delete an email, but a physical delivery will always pique curiosity, even from a company. 

A mail service provider like Click2Mail will do the posting and tracking for you. All you need to do is provide us with the information and address list, and we’ll take it from there. 

You’ve been in your present location so long that it feels like home. It perfectly fits your needs for now, but things ultimately change. You need to upsize or downsize. How do you go about letting people know? Mail out new location announcements, of course.

What Are New Office Location Announcements?

A business relocation announcement is a friendly – and quick – way to let people know you’re moving.

Note that we said ‘moving’ and not ‘moved’. Inform your clients and business contacts before the move to avoid confusion.

Notify Clients and All Business Contacts

You probably know the movers and shakers in your community. You have great clients who buy your products or use your services. And you have business contacts – partners, suppliers, investors – who have a vested interest in your success. 

Don’t leave them wondering why you’re leaving, where you’re going, and if you still love them. Your new location announcement will keep them “in the know” and give you another reason to reach out and touch someone.

Who do you know who needs VIP treatment? Instead of sending a letter, call them.  

Formally Notify Employees

Your employees have been loyal to you, investing their time and talents in your business. They’ve built schedules and lives around your company. Moving to a new location, and how you handle it, is an opportunity to demonstrate loyalty to them.

5 quick wins for you and your employees:

• Notify them first. No one wants to find this out second-hand.
• Whenever possible, tell them in person. This can be a productive time for nurturing relationships.
• Offer a video or photographic walkthrough of the new facilities to give your employees a sense of place.
• Provide all relevant information (including why you are moving) and be upfront about it.
• Give them as much time as possible to make adjustments.

Why Must You Draft and Send a New Location Announcement Letter?

Queen told us, “To avoid complications, she never kept the same address.” She didn’t tell the post office her new address either. (That’s on your things to do list, isn’t it?)

To avoid complications and to make it easy for customers and suppliers to find you, send out a letter well ahead of time to let them know. It’s a courtesy thing.

Prevent Customers From Thinking That You Have Shut Down

It’s Saturday morning and you’ve opened a shop at your new location. However, miles away at your old location, customers start showing up. The doors are locked, the lights are off, and a sign reads, “We’ve moved. Find us at our new location.”

What will your customers think?

Maybe that you have shut down. 

“Why?” They will ask. “Was it something I said? Where will I go now for [insert product or service here].?”

Rumors will spread.

Good thing this is “mostly” preventable with an early notice.

Get Increased Foot Traffic At Your New Address

You have your grand opening, and the turnout is decent but a little disappointing. The people in your new place might not know you, and those in your old location don’t know where you’ve gone.

Letters to your current clients take care of the latter problem. Announcing it everywhere else takes care of the former. (You’re already using social media to drive traffic to your business, right?)

Redirect Correspondence to the New Address

When you announce your upcoming move to your clients, suppliers, and business associates, they can update your information in their Customer Relationship Management system. Then they will be ready when they need to send you their new location announcement letter.

They’ll use it for other correspondence as well. We promise.

Build Relationships With New Customers

Those loyal customers who follow you to your new location are great, but you also want to reach the people in your new area. The problem is, you don’t know who they are and vice versa.

Every Door Direct Mail (EDDM) to the rescue. Send your new location announcement to us, and we will ensure it’s delivered to everyone in the area. Just your friendly, door-to-door, encyclopedia salesperson, only better.

Things to Include In a New Location Announcement

The Reason for Your Address Change

“Enquiring minds want to know.” We’d say they need to know as well.

Take a couple of lines in your letter and share your reasons. Whether you are upsizing, downsizing, or moving to greener pastures, show people how this will position you to better serve your customers. Be transparent.

Contact Details

Add all your contact information on your company letterhead:

• Your company name
• Phone number
• Fax number
• Website link
• Email address
• Mailing address (current)

Your target audience can still connect with you with questions or concerns before you move.

A Statement of Gratitude and Appreciation

This is an excellent time to tell your clients and any vendors/suppliers you work with how much you value your relationship with them. Assure them that you want to keep those relationships in your new location.

Dates the Current Office Would Be Open

If your business remains open while transitioning to the new location, clearly indicate your current or adjusted hours of operation.

The Moving Date and Time

This is the date and time you will be open at your new location.

Go further with this and invite them to join you at your new location. This means:

• Your existing customers who will be glad to see your new digs.
• People in your new location who will look at all those customers showing up and think, “Wow, this must be a great business. Look at all those people.”

New Address With Landmarks

You could say, “Our new location is…”, but that is so last season. 

• Print out a map showing your new location.
• Mention significant, nearby landmarks.
• Include a Google Maps or QR Code link.

A Personal Closing

End on a positive note. Let your customers know how much they mean to you. It may sound selfish but mention you are looking forward to future success in your new location. 

Office Relocation Announcement Samples

Below are some neat examples of office relocation announcement samples your business can use when it’s time to pack up and go. 

Office Relocation Letter to Customers/Clients

[Letterhead]

Dear [client name]

We are thrilled to let you know that on [date], our office will move to our new location at [address], putting us close to [important transportation hub or landmark].

We want to say thank you. Because of customers like you, we have outgrown our existing office space and need to move. We will close our offices at [current address] on [date] and expect to be in our new location and ready for business by [date].

Please feel free to contact [name] at [email] or [phone number] if you have any queries. 

We look forward to seeing you at our new location.

Sincerely,

[Your name]

Office Relocation Letter to Suppliers

[Letterhead]

Dear [supplier name]

We are thrilled to inform you that [company] will be moving on [date]. Our company has recently seen tremendous growth, necessitating expansion for us to hire additional staff and boost our storage capabilities.

Our new address is [new address]. You can still reach us by phone at [number] and by email at [email].

Though our move is still a few weeks away, we felt it wise to inform you early to give you time to update our address in your system. Please feel free to contact [Name], who will be overseeing the relocation activities, at [phone] or [email] with any queries you may have.

We would appreciate your confirmation of receipt of this letter.

Sincerely,

[Your name]

Extra Tips for Office Relocation Announcements

Be Transparent

Your decision to change locations was carefully thought out. Be transparent about the what, why, and how. This will help you:

• build trust with your clients and employees by showing you have nothing to hide
• manage expectations about what is coming
• avoid confusion, misunderstanding, rumors, and bad feelings
• keep communication channels open

Take Your Teams’ Feelings into Consideration

Changes, even good ones, can be scary times fraught with emotions and uncertainty. Take the time to listen and address your team’s concerns and objections.

Be Positive

This is a new, exciting chapter for your business designed for long-term growth. Emphasize the benefits, especially if you are downsizing.

Update the Company Website

Write up your move on your company’s website. This is big news for your company, and your landing page is ideal for an announcement. Place it unobtrusively just below the fold.

Or, go for bold and place it front and center with bells on.

Write a Blog Post Announcing the Move

Your move is a part of your business’s story. Write blog posts to showcase your journey, the decision to move, and the benefits ahead.

Utilize Social Media

If you have an established social media presence, take advantage of that. You can use:

• Facebook and Twitter for text and graphics.
• Instagram for the initial announcement and photos of the new location taking shape.
• TikTok, YouTube Shorts, and Instagram Reels for quick video messages.

The beauty of these platforms lie in your ability to spam your target audience with updates. We mean spam in a good way, as in targeted email blitz. 

Use Click2Mail’s Print and Mail Service

Click2Mail has been around since Lee Garvey founded us in 2003. We like to print and mail other people’s mail and think we’re pretty good at it. The USPS agrees.

When to Start Your Office Relocation Announcement

There are hundreds of moving parts for you and your employees to juggle in setting up a new location. Start early to avoid surprises and allow time to address concerns. 

Give your employees as much notice as possible.

Your mailed announcement to your customers and suppliers should land on their doorsteps at least two to three weeks before you move. 

Ready to Get Started?

Well then, let’s do this together. Whether you’re still drawing a blank on what to do (we hope not), or you’ve crafted and polished your announcement until it shines, we’ve got the services and expertise to get your announcement to the people you want to see it.