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Best B2B Direct Mail Examples

It’s hard to choose our favorite B2B direct mail examples from all the awesome campaigns we see. B2B direct mail is a great marketing tool for marketers that want to target a business audience and build brand awareness, and these four companies are shining examples of clever marketing techniques that pack a powerful punch.

Check out these examples of the best B2B direct mail. Learn what makes each one effective, and how you can use similar strategies to improve your own direct mail campaigns.

What is a Good Response Rate for Direct Mail?

Direct mail gets 30 times the response rate for email as consumers tend to act on it immediately compared to how they deal with email. According to the Direct Marketing Association, direct mail has an average response rate of 5% for prospect lists and 9% for mail house lists.

The rate is lower for complicated or expensive products, for which a figure of less than 1% is considered normal. Plus, direct mail can create a more genuine relationship between a company and its prospects or clients as it makes them feel more valued and increases the likelihood that they’ll continue to use a product.

With these and other data around direct mail, it’s easy to see why it’s still a trusted strategy for companies to build relationships and deliver steady sales growth.

What Types of Direct Mail are the Most Effective?

When you think of direct mail, what likely comes to mind are postcards with offers, catalogs, solicitation letters, coupons, and free samples. These are all used to capture attention and entice the receiver to check out your products or services. But there’s another way companies are using direct mail to achieve this same goal — corporate gifting.

If you’re looking to connect with prospective clients through a promotional mailer, sending them a gift is a good way to sow the seeds.

Not only are client gifts a kind gesture to appreciate their loyalty, but they’re a great way to reach out to prospects and create Physical Impressions that show them you care enough to plan ahead and spend money on them.

From branded swag and experiences to custom box bundles or delightful treats, there are hundreds of client gifts to choose from that people actually appreciate. Even eGifts are widely used by businesses — sure, these aren’t traditional forms of direct mail, but it does get the job done.

If you’re not sure where to start, we’ve picked out 50+ proven direct mail marketing examples you can get that will keep you in their minds all year but are also good for business.

Make your design stand out

We’ve all heard the phrase, “don’t judge a book by its cover.” But when it comes to direct mail, that’s exactly what your audience will be doing. Design is vital because it’s what will grab your viewer’s attention and make them want to read more. Instead of a flat piece of paper in a plain envelope, try a 3-dimensional design. Dimensional mailers include boxes, containers, tubes, and bags. People likely won’t throw out a package without at least seeing what’s inside first, evidence being that dimensional mailers have a nearly 100% open rate.

 Personalize content

If you work in marketing, you know it never hurts to personalize content. It’s a great way to make your marketing messages feel more like one-on-one communication. Not to mention, when it comes to direct mail, people are more likely to read something that’s addressed directly to them. But, rather than simply showing your prospect that you know their name, try something more creative. For example, PURLs are website addresses that are personalized for each of your prospects. You can use them to take each prospect to a personalized landing page with a special offer. They are also the easiest way to track responses. According to the DMA, the top response rate tracking methods are PURLs (61%), followed by call center or telephone (53%), and code or coupon (42%).

Create urgency

When it comes to direct mail, you want to encourage your prospects to act fast. If they don’t, odds are your direct mail will end up in the trash. It helps to use language like “limited time,” “one time only,” “last chance,” or “before it’s gone.” No one wants to miss out on a great deal so it’s important to do all you can to inspire them to take action. Also, it’s important to note that it’s been proven that warmer colors create more urgency and drive action. For this reason, it’s best to opt for a red CTA rather than a green one. You can also create urgency through social proof, such as pointing out the number of customers who have seen success with your product or service.

Create urgency

When it comes to direct mail, you want to encourage your prospects to act fast. If they don’t, odds are your direct mail will end up in the trash. It helps to use language like “limited time,” “one time only,” “last chance,” or “before it’s gone.” No one wants to miss out on a great deal so it’s important to do all you can to inspire them to take action. Also, it’s important to note that it’s been proven that warmer colors create more urgency and drive action. For this reason, it’s best to opt for a red CTA rather than a green one. You can also create urgency through social proof, such as pointing out the number of customers who have seen success with your product or service.

 Offer a free gift

While free gifts are always great, you want to ensure you’re providing prospects with something they will actually find valuable. According to HubSpot, Heinz Marketing sent their top prospects empty iPad boxes with a note that promised to give them the iPad if they were willing to sit down and have a conversation with them. Matt Heinz said “we’ve done this with a few companies, and we generate twice as many appointments as we give away iPads.” Although this strategy is expensive, the results were impressive and they received a considerable return on their investment. Moral of the story: don’t hesitate to get creative when it comes to offering a free gift.

Target Your Competitor’s Customers

One of the easiest ways to win new business is to target your competitor’s customers. Workfront, a management software company, did just this. When one of their competitors announced that they would no longer be upgrading their product, Workfront leapt in.

By researching their competitor’s product and targeting their campaign around what customers would be losing by sticking with the competitor, they won plenty of new business. In fact, their B2B direct mail ROI was a pipeline of over $370,000.

Keep Colleagues Talking

Think of other ways that you can keep colleagues talking. When you sign up to a company like Graze, who deliver healthy snack boxes, the first box is free. If someone in a workplace orders one of these boxes and it’s delivered to their desk, for free, which of their colleagues isn’t going to want to order one!

Some of the easiest and cheapest marketing you will ever enjoy is customers spreading the good word for you, and this can be easily done in an office environment.

Consider a Multichannel Approach

It’s important that you aren’t just trying to target businesses on one platform. With direct mail, social media, emails, websites, and more, it’s important that you have good branding and messaging across the board. Sometimes, your most important updates may never get seen, for example, if they’ve been written on your blog and not promoted across multiple channels.

RCI Financial Services tried to fix a problem like this by sending out direct mail which would encourage existing customers to register and set up an account on their online portal.

Focus on benefits, not features

Rather than focusing on the specific features of your product, you’ll want to emphasize the benefits. For example, a prospect will care less about the fact that you offer automation software and more about the fact that you can help them streamline their work. According to Jay Levinson and Al Lautenslager of Guerrilla Marketing, “the most compelling benefits are those that provide emotional or financial return.” An emotional return could be increasing customer satisfaction, while a financial return will likely be related to increasing revenue. Above all, be sure to communicate the value you’re offering customers in a short, concise way. If you do feel inclined to mention features, you should only do so as a means of proof as to how you’re able to provide certain benefits.

Focus on benefits, not features

Rather than focusing on the specific features of your product, you’ll want to emphasize the benefits. For example, a prospect will care less about the fact that you offer automation software and more about the fact that you can help them streamline their work. According to Jay Levinson and Al Lautenslager of Guerrilla Marketing, “the most compelling benefits are those that provide emotional or financial return.” An emotional return could be increasing customer satisfaction, while a financial return will likely be related to increasing revenue. Above all, be sure to communicate the value you’re offering customers in a short, concise way. If you do feel inclined to mention features, you should only do so as a means of proof as to how you’re able to provide certain benefits.

Make it easy to get in touch

Whether it’s visiting a website, calling a number, or using a discount code, you’ll want to include a clear call-to-action, making it as easy as possible for a prospect to take the next step. You should include your CTA several times throughout the letter since not every prospect will read your mailer from beginning to end. Also, by using a vanity number, you can make it easier for people to remember (1-800-DIRECT-MAIL). Since the CTA is what leads to a response from your direct mail recipients, it’s highly important that you make it bold and enticing. In addition, be sure you have a process in place for following up with prospects who click on the CTA.
As with any marketing tactic, direct mail cannot be a siloed channel and should always be used as one tactic in a broader campaign. If you’re looking to use direct mail in an upcoming campaign and need a marketing partner to help you get things up and running, contact us.

Consider Envelope Optimisation

Envelope optimisation is a trick that we have talked about before, and it can work just as well with your B2B direct mail. Tetra Pak, a food and drinks packaging business, did this by allowing brands to print over the whole pack that they wanted to send. This is much different to your standard boring brown envelopes!

Conclusion

Use these B2B direct mail examples in your next campaign to grab attention and increase sales.

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