Direct Mail in Business to Business (B2B)

Business to Business (B2B) Direct Mail and indirect mail packages are valuable marketing tools for companies in their line of business. This may include new product announcements delivered to certain companies that have bought from them before. For example: a new paper tray is available for a multi-page color copier that now holds twice as many pages.

Other Direct Mail packages may include mailers to new businesses to spark an interest on what the company offers; i.e., a new product is out, an enhancement to an existing product, a reduction in price of an existing product, etc.

Direct Mail packages are also used by companies that do not use a direct sales or marketing organization to create a sales interest and to make the deals. “Try X-Y-Z Corporations new computer laptop for your field personnel's mobile sales kits. Read on”

Direct Mail packages are short and simple depending on the materials and the message intended to be made. Caution: long copy is not well received now due to everyone's busy work load and lack of time.

Direct Mail packages are generally organized per offer or product and include pictures, graphs, charts, and content to describe the product features and benefits and the company that makes or offers it. A graphics artist may be required depending on the layout and images desired.

Layout of the DM package should be short copy, contain precise information, product pictures, features and benefits if a product is part of the mail campaign, and how to go about getting the offer.

The package needs to present a non-sales approach that would result from the mailing being tossed in the trash or deleted if sent on-line. And, most importantly, it should “Wow” the recipient with what the offer is all about.

If the direct mail package does not get and keep their attention, it is likely headed for the trash bin for sure.

You only have a brief moment of the recipient's attention and interest. Take advantage of it.

Look for some helpful tips on writing B2B Direct Mail and increasing response rates in my next blog.

Comments are welcomed.