Marketing SCENE – “B2B Direct Mail: Four Tips for a Healthy ROI”
Oct 30, 2012
Published on October 25, 2012
In a recent article at Chief Marketer, Beth Negus Viveiros argues that leaving direct mail out of your B2B marketing mix might be a big mistake—even in the digital age. “Done the right way, good old-fashioned direct mail can be a key part of your strategy,” she says.
Viveiros interviewed marketers Michele Fitzpatrick and Kevin Kerner to get their insights on incorporating direct mail into a B2B multichannel marketing strategy.
Here are four tips from that discussion:
Make it meaningful. If you’re going to add a direct mail component, make it a meaningful part of your multichannel campaign. One of Kerner’s clients, for instance, mailed a case for a mobile phone to prospects. When the prospect set up an appointment, the sales person brought the device (loaded with an app showcasing the company’s services) to the meeting.
Start with your audience first. Use tried-and-true, customer-centric thinking when creating your campaign. Why would they value this particular mailing? “Channel, offer, product, timing—these are all byproducts of who you are trying to reach,” Fitzpatrick explains.
Balance spending with projected ROI. Since direct mail can be costly, it’s important to calculate your ideal cost-per-acquisition up front. Remember: With proper targeting, you can mail at a higher cost-per-piece and still reap a higher profit.
Consider going big. Dimensional mail is making a comeback, Kerner says. That’s because a unique, chunky mail piece can still break through the clutter and have a high impact. It’s a great way to “get a person to respond and pull them online,” he notes.
The Po!nt: Don’t discount hands-on. Even in the digital age, a targeted direct mail piece can get you noticed. Consider adding it as a dramatic component of your next B2B campaign.
Source: Chief Marketer.