Business-to-business (B2B) marketing can benefit from direct mail campaigns, converting the highly relevant accounts on your list into clients. To do so, you must employ innovative customer engagement tactics that grab attention and deliver the results you’re looking for.
Why is B2B direct mail thriving?
Offline marketing strategies work in a digital-first world because they offer clients a tangible and personalised asset that online advertising can’t. When combined with digital platforms for a multi-channel approach, targeted mail campaigns can be particularly effective.
A significant proportion of marketers in the UK use direct mail solutions, with the UK Data and Marketing Association (DMA) putting the response rate at 4.4 per cent. This is higher than email, demonstrating how print marketing strategies can be successful.
Current industry trends towards data-driven targeting, personalisation and advanced analytics are ensuring corporate mailing strategies are cutting through the digital clutter. This enables B2B direct mail campaigns to reach the right demographic in the right area and encourage them to take immediate action.
How direct mail brings value to a B2B marketing strategy
Potential benefits that direct mail can bring to a broader B2B marketing strategy include:
Even when the desired next action is for the recipient to interact with your business online, engaging with a decision maker in a tangible manner in the first instance can make all the difference.
Adding a layer of personalisation to your communications can lead to stronger trust, higher levels of engagement and high-quality lead generation.
Research shows 87 per cent of direct mail recipients think it’s believable, 70 per cent feel appreciated and a further 70 per cent have a better opinion of the company that sent it.
Incorporating elements like unique URLs and discount codes into your direct mailing campaigns can help you track engagement, performance and returns.
Physical marketing materials are likely to be kept and remain visible for longer than digital alternatives like emails and social media posts, contributing to brand awareness.
We can help build your B2B direct mail campaign
We help businesses create effective direct mail strategies, guiding them through the process from start to finish. This makes direct mail marketing for B2B run more smoothly, relying on our expertise and experience at every stage.
Personalisation and expertise
Personalised direct mail increases engagement, response rates and conversion rates, but it can be difficult to get right. We can help you personalise greetings and tailor offers to ensure each recipient receives their own unique experience.
Variable data printing means you can dynamically change a whole host of elements based on specific customer data. This opens up the possibilities in terms of making potential clients feel like their mail is speaking directly to them.
Complete fulfilment
Direct mail is more than just printed material. In many cases it requires folding, collating, bundling, polywrapping and packaging. Sometimes we can automate this to help keep costs down and on other occasions, innovative B2B marketing tactics require hand fulfilment.
We’re able to accommodate both options, advising on print specifications, size and volume right from the start. Sourcing your fulfilment options in the same place as your direct mail printing streamlines the process, making everything work for you.
Call-to-action (CTA) best practices
Direct mail ROI can depend on the strength of the CTA, as this marketing device signposts potential clients on to the next step companies are expecting them to take. Even an engaging campaign can miss the mark if the CTA isn’t strong enough.
CTA best practices include:
Examples of real-life B2B direct mail campaigns
Looking at examples of B2B direct mail campaigns that have been effective in the past can be a good place to see what’s possible. Some ideas are ingenious in their simplicity, while others use more complex formats and creative designs to deliver the message.
Digital Dave, O2
B2B telecom service provider O2 sent a holographic sales rep out in the mail to its most promising accounts. It was in response to clients complaining that businesses in the industry didn’t offer good customer service.
The personalised scripts and creativity of the interactive mailer made the message all the more memorable. Of the 50 accounts sent a Digital Dave holographic sales rep, ten responded within the first week.
Mini toolbox, Topline
The B2B video production company topline also decided to focus on the top 50 accounts on its list with its mini toolbox direct mail campaign. The pliers were removed from each kit that was sent out, reinforcing the message that the business was the missing piece from their toolkit.
Costing just £400 to produce, the campaign generated more than £50,000 in revenue. It demonstrates how innovation in direct mail marketing can lead to 12,400 per cent ROI.
How to address common pain points in B2B direct mail
There are many areas businesses may be concerned about when including direct mail in their multi-channel B2B marketing, but with the right partner they can be overcome. For example:
The future of B2B direct mail
Direct mail is set to continue being an important part of multichannel marketing campaigns. To keep it relevant, companies must ensure they’re embracing the trends in the industry that help to drive results. These include hyper-personalisation, using sustainable materials and integrating with technologies like virtual reality (VR) and augmented reality (AR).
When direct mail is the first touchpoint in B2B marketing, there are so many possibilities to connect with other channels. The more creative ideas can be just as effective as campaigns with big budgets, because direct mail enables clients a sense of connection.
B2B direct mail FAQs
Can B2B direct mail be targeted?
Segments can be created for B2B direct mail campaigns based on company size, industry, revenue, location, decision-making roles, pain points, buying behaviour and customer lifecycle stage.
What costs are involved in a B2B direct mail campaign?
Is direct mail relevant in the digital age?
Direct mail is the perfect partner to digital marketing efforts and can act as a tangible gateway to engaging audiences with a multiplatform campaign.
Our accreditations
Frequently Asked Questions
Yes, surprisingly well. One big reason is that there’s less “noise” in physical channels than there is in email inboxes and social feeds. A tangible piece of mail stands out, feels more real and often gets more attention than yet another email. Response rates for direct mail in the UK have been reported at around 4.4%, which is higher than for email.
Start by planning early. Size and weight affect postage costs, so choose your format with that in mind. A good mailing house can also help you secure cheaper postage rates by optimising size, volume and sorting.
Think of direct mail as a door-opener for your online channels. Something physical can raise someone’s curiosity, then ask them to do something online – for example, visit a landing page, use a discount code or book a demo. Additions like unique URLs and codes can help you track who responded and see what’s working.
B2B direct mail is simply sending physical mail (like postcards, letters, booklets or small packs) to other businesses rather than to individual consumers. It’s used to start conversations, warm up leads or nudge decision-makers to take a next step, such as visiting a website, booking a call or requesting a quote.
Variable data printing is essentially a way of saying: “We can change parts of the print for each person without stopping the presses.” That might mean their name, job title, sector-specific copy, a different image or even a different call to action, all based on the data you hold.
It will vary by sector, offer and client list quality, but UK industry figures put direct mail response rates at around 4.4 per cent on average. What matters most is tracking your own results over time, so you can see what works for your audience and improve from there.
Direct mail is not going away, but it is changing. Trends like deeper personalisation, using more sustainable materials and connecting print with tech such as virtual or augmented reality are ways of keeping up with changing times. The basic idea stays the same: send something physical and interesting, but the tools you can connect it with are getting smarter.
Nobody wants to feel like just another name on a list. When the message, offer or even images are tailored to the person or company, it feels more relevant. Using data to change elements like greetings and offers so each person receives something that feels like it’s “for them” and not “for anyone” will warm the recipient up to your offer and business.
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