Direct Mail for B2B? Heck Yes!

Oct 08, 2018 - Barry Armbruster

In today’s world, there are more opportunities to make an impression with a carefully targeted B2B audience than ever before—YouTube, LinkedIn, Facebook, search engine marketing, email marketing… But what’s getting increasingly good results are the “old-school” marketing tactics that many would like to say are a thing of the past. Believe it or not, I’ve even seen aerial advertising making a bit of a comeback!

The key to a successful B2B direct mail campaign is to make your message memorable in a unique and interesting way. Utilizing current technology to add an extra layer can go a long way. The idea is to make big enough of an impression so your brand stands out from the competition.

Experts believe that we receive somewhere between 4,000 to 10,000 communication messages on an average day. By combining current technological advancements with creative direct mail concepts, we can effectively break through the persistent onslaught of messages to get noticed. And, in the digital world, receiving a personalized, physical package is something unexpected. What’s more—the uniqueness and technical factor tends to get shared around the office, thereby increasing the awareness of a single effort.

Frequency and repetition are other factors to consider when creating a successful direct mail campaign. By following up a direct mail piece with a short email that reinforces your message, you can increase the “sticking power” in the mind of the recipient. Other elements to consider are unique landing pages, microsites, IP targeting and retargeting digital advertising efforts, as well as many other options.

Of course, a thoughtfully designed direct mail campaign only makes an introduction and warms a lead. The rest is up to you. An old-fashioned handshake might be the best next step.

Give us a call. We’d love to create a unique, memorable direct mail campaign for you.

Let’s come up with something fun. As I’ve previously witnessed, the sky’s (not necessarily) the limit!




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Sending a mailable video player directly to an intended recipient jumps the hurdle of asking the viewer to navigate to the video source—they just have to open the mailer!


2_181008_083924.png#asset:1332Nichols created the concept, designed all packaging, and wrote the brand story into the certificate. The box was mailed to a carefully targeted group of manufacturing executives and purchasing agents — with results the client called “amazing.”

Nichols created the concept, designed all packaging, and wrote the brand story into the certificate. The box was mailed to a carefully targeted group of manufacturing executives and purchasing agents.


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By creating custom graphics, teasing additional information to come, and emphasizing the brand name, what would be a cold call is received with a warm reception when it's time to follow up by phone.