Direct Mail Marketing seems to be regaining popularity among industrial marketers. It’s become the norm for marketers to be all-in on digital. With prospects easier to find and track through digital, and the promise of more personalisation tools assisted by technology.

Recently, however, some industrial marketers are choosing to adopt more traditional B2B techniques to inform and build rapport with prospects. The most surprising of these is how many industrial companies are rediscovering the benefits of direct mail.

Sending prospects fact sheets, brochures, gifts, and announcements by mail (or more creative executions via courier) are just some of the tactics being employed to communicate with prospective buyers.

The Power of Direct Mail

Why should direct mail still be considered part of the industrial marketing mix?

Direct mail captures attention. An email is easily deleted; a social media post forgotten; or a download filed away and lost. Here are five ways you can take advantage of direct mail with your marketing efforts:

1 – Awareness mailers are designed to make a positive first impression.

2 – Appointment mailers have a strong call to action and often have an incentive to convert warmer leads into opportunities.

3 – Shareable mailers get more people involved in the deal. This can be something simple like a box of cupcakes or something clever like a coffee machine for their office.

4 – Closer mailers are sent to the decision-maker of the deal. These are highly branded and personalised. It can be something physical like a bottle of wine with a market report on your product/service, or an experience like a ticket to join you in a suite at a sporting event.

5 – Advocacy mailers are designed to help turn customers into brand advocates, internally and externally. Sending branded boxes with branded promo items, a custom letter, and handouts for the champion to share with the rest of the marketing team.

Direct Mail Marketing works

Direct Mail Marketing gets noticed, it scales with less diminishing returns compared with traditional advertising and it aligns marketing with sales. Industrial sales teams love direct mail. They see how it benefits them more than some other marketing channels and it’s much easier to integrate into sales stages and processes.

Even though we spend more and more time online and are rarely far away from our smartphones, customers want to engage with people in the real world. The all-important personal touch is tough to achieve from purely online strategies. By neglecting the ‘real world’, you run the risk of neglecting potential customers.

If you are ready to get real results with your marketing efforts, let’s chat.

Related: 6 Habits of Marketers Who Continue To Create

Additional Reading: Is Your Integrated Marketing Campaign Truly Integrated

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ABOUT THE AUTHOR

Peter Zafiris is an industrial marketer and founder of Industrial Ideas. Having built his experience in B2B marketing from the ground up, Peter understands what it takes to succeed with your marketing strategy. All client projects are personally managed by Peter to help industrials like you get the return on investment you deserve. Peter and team, work hard to become an extension of your business, to help you get the most out of your marketing efforts. Get your free 30 minute marketing consultation to learn more.