By: Brianna Valleksey, Sr. Content Marketing Manager for Sendoso
This direct mail campaign guest post is brought to you by our friends at Sendoso, the leading provider of ABM direct mail automation.
If direct mail makes you think of flimsy promotional mailers from the local auto dealer, then you’re not alone. Direct mail campaigns have traditionally been a B2C function, with marketers sending thousands of postcards to consumers at home. Now however, B2B companies are thinking "outside the box" about what they send to open conversations, accelerate sales, delight customers, and retain employees.
It’s not hard to see why; scientific research backs the efficacy of direct mail. Studies show that people value something they can see and touch 24% more highly than something they can only see. And campaigns that include direct mail are 27% more likely to deliver top-ranking sales performance. In fact, direct mail has proven to be the most effective media for advertising (as compared to digital media).
Direct mail and gifting can be an incredibly powerful channel. Aside from the fact that your competitors are probably already doing this, here are three reasons why you should rethink direct mail marketing in 2019.
1. Direct mail has transcended generic mailers.
Direct mail strategies have gotten much more creative than in the past. Forget postcards. You can send cookies, plants, physical gifts, handwritten notes, eGifts, and more. These are thoughtful, tangible engagements that people actually enjoy receiving—as opposed to yet another marketing email. You could even print out some of your digital content (eBooks, case studies, one-pagers, etc.) and physically mail them to prospects.
If you’re using an account-based marketing strategy, direct mail can be especially powerful. Research your prospects and send a gift related to something they do or love, then include a handwritten note saying you’re going to follow-up over email. One of our reps sent recently sent their prospect a Buffalo Bills sign, which earned them both a meeting and a social media shoutout! So take advantage of direct mail as a powerful marketing channel, but make sure what you’re sending is relevant to the recipient and has a clear call-to-action.
2. Better data means higher response rates.
Another old-school pain point of direct mail is trying to get the right package to the right person. Addresses change, organizations have multiple HQs, and directories can be incorrect. In addition, having someone on your team manually update contact and account data in your systems is a tedious and FTE-intensive process.
But management solutions like ReachForce verify and enrich both contact and account data in real time, meaning you’ll have the right address info for every direct mail package you want to send (i.e. your package will actually make it to the intended recipient). And if your packages are actually being delivered to the correct people, you’ll see higher response rates from those sends. After all, direct mail has 30 times the response rate of email. And with ReachForce, the reduced time spent researching and reassigning incoming leads increased productivity in the Marketo sales development team by 23%.
3. Technology enables offline campaign attribution.
Because every modern marketer must be able to demonstrate the ROI of their campaigns, direct mail has traditionally presented a problem. Sure, you can tell your audience to use a UTM link that’s included in your direct mail piece. But more likely than not, they’ll just end up finding your company via a search engine (preventing you from knowing their actual first touch).
Direct mail and gifting automation solutions like Sendoso enable you to track and analyze ROI for all your campaigns. You can even integrate the platform with other tools in your tech stack, such as CRM and marketing automation, to easily add direct mail touch points into your current workflows and attach them to campaigns for reporting. Marketers at Radius were able to see that they generated $1,000 in pipeline for every $1 spent on their direct mail campaigns. So now your offline campaigns can be as integrated and easy-to-implement as your online campaigns.
Because of advancements in technology and access to better data, direct mail has become a more scalable channel than it was in the past. Not to mention that automating the logistical parts of direct mail gives teams more room to be creative and innovative when it comes to what they send. Looking for some direct mail inspiration? Grab a copy of this eBook for 100+ send ideas and put those ideas to the test with a direct mail campaign powered by clean data.