Ultimate Guide to B2B Direct Mail Marketing

What is B2B direct mail marketing?

B2B direct mail marketing is a promotional strategy where businesses send physical marketing materials to other businesses. This can include brochures, catalogs, letters, postcards, or even creative 3D mailers.

B2B direct mail marketing offers a surprising range of applications throughout the customer journey. Here are some key use cases to consider:

• Brand Awareness: Introduce your company and establish brand recognition among potential clients, especially for new businesses.
• Example: Send a postcard with a captivating design and a brief introduction to your unique value proposition.
• Lead Generation: Encourage recipients to learn more about your offerings and convert them into potential customers.
• Example: Send a brochure highlighting your solutions and include a trackable QR code leading to a landing page with a downloadable white paper or free trial offer.
• Customer Acquisition: Nurture leads generated through other channels and convert them into paying customers.
• Example: Send a personalized letter with a special introductory discount or highlight a successful case study showcasing how you helped a similar company.
• Customer Retention: Strengthen relationships and encourage repeat business from existing clients.
• Example: Send a thank-you note with a small branded gift for their continued business, or offer exclusive perks for their loyalty.
• Event Promotion: Drive attendance and engagement for upcoming webinars, conferences, or trade shows you’re participating in.
• Example: Send an invitation with a visually appealing design outlining the event’s agenda and highlighting the benefits of attending.
• Re-engagement: Reconnect with past leads or dormant customers who haven’t interacted with your brand in a while.
• Example: Send a personalized mailer referencing their previous interest and offering a new incentive or relevant content to reignite their engagement.
• Public Relations: Generate positive brand awareness and media coverage by sending press releases or product announcements directly to journalists or industry influencers.

B2B direct mail marketing also holds a surprising amount of importance even in our digital age. Here’s why it stands out:

• Cuts through the digital noise: Business inboxes and social media feeds are overflowing with digital messages. A physical piece of mail can grab attention because it’s unexpected.
• More personal touch: A well-crafted mailer can feel more genuine and valued than a digital ad. It shows extra effort and can help you stand out from competitors relying solely on digital marketing.
• Higher memorability: Studies show that physical mail requires less cognitive effort to process than digital content, making it more likely to be remembered. People are more likely to skim or delete an email, but a unique mailer might land on a desk and be referenced later.
• Increased response rates: Compared to email marketing, B2B direct mail can boast higher response rates. This translates to more leads and potentially more sales.
• Targets high-level decision-makers: Spam filters and busy schedules can make it tough to reach key decision-makers via email. B2B direct mail can bypass gatekeepers and get your message directly in front of the people who matter most.
• Complements digital marketing: Don’t view these approaches as rivals. A B2B direct mail campaign can be a powerful way to introduce yourself, and then you can follow up with a targeted email campaign to provide more details and drive them to your website.

Overall, B2B direct mail marketing offers a unique way to break through the digital clutter, add a personal touch, and potentially reach high-value clients who might otherwise be unreachable.

What are examples of B2B direct mail marketing?

Here are a couple of real-life examples of successful B2B direct mail campaigns that highlight the strengths of this marketing approach:

1. Anderson Canyon – Personalized Video and Letter

• Company: Anderson Canyon, a marketing agency
• Target Audience: Marketing decision-makers at high-growth tech companies
• Campaign: Anderson Canyon sent out unique branded boxes containing a personalized video and a letter directly addressing the recipient’s company’s specific challenges and how Anderson Canyon could provide solutions.

Why it was Effective:

• Hyper-Personalization: The video and letter addressed the recipient by name and showcased their understanding of the target’s specific needs. This grabbed attention and demonstrated value right away.
• Tangible Touch: The physical package with a video created intrigue and stood out from the usual digital pitches.
• Clear Value Proposition: The message directly connected the recipient’s pain points with Anderson Canyon’s solutions, making it a compelling offer.

Results: This personalized B2B direct mail campaign achieved a remarkable 14% response rate and generated nearly $700,000 in potential sales for Anderson Canyon.

2. Lavazza Coffee and Biscotti: Building Relationships

• Company: Intellimize, a sales intelligence platform provider
• Target Audience: Executives at companies within their ideal customer profile (ICP)
• Campaign: Intellimize sent a custom-designed box containing a bag of premium Lavazza coffee, a selection of handmade biscotti, and a one-pager explaining their services. A personalized note from the CEO offered an incentive for a follow-up meeting.

Why it was Effective:

• Memorable and Sensory: The package offered a delightful surprise with the coffee and treats, making it more likely to be remembered by busy executives.
• Relationship Building: The gesture felt thoughtful and fostered a more personal connection compared to a cold email.
• Clear Call to Action: The CEO’s note included a specific offer for a meeting, making it easy for the recipient to take the next step.

Results: This B2B direct mail campaign helped Intellimize generate qualified leads and initiate conversations with key decision-makers at their target companies.

These examples show how B2B direct mail can be a strategic tool to cut through the digital noise, personalize your message, and build relationships with potential clients.

5 best B2B direct mail marketing companies

Here’s a selection of well-regarded B2B direct mail marketing providers with a table outlining their key features:

B2B Direct Mail Marketing Providers

Company	B2B Industry Expertise	Direct Mail Services	Price Range	Popularity	Website
Sequel Response	Technology, Healthcare, Finance	Design, Printing, Mailing, Personalization, Analytics	High	High	https://www.sequeldm.com/
PostcardMania	Broad Range	Design, Printing, Mailing, EDDM (Every Door Direct Mail)	Mid-Range	High	PostcardMania
Lob	Ecommerce, SaaS	API-driven mailing platform, Customization, Tracking	Variable	Growing	Lob
PrintingForLess.com	Budget-conscious businesses	Printing, Mailing	Low-Cost	Medium	PrintingForLess.com
Data Axle USA	Extensive B2B data lists	Data targeting, List acquisition	Varies	High	Data Axle USA

By considering these factors and the information in the table, you can narrow down your choices and select the best B2B direct mail marketing company for your next campaign.

What are some B2B direct mail marketing strategies?

B2B direct mail can take many creative forms to grab attention and achieve your marketing goals. Here are some popular types of B2B direct mail marketing strategies:

Brand Awareness and Lead Generation:

• Postcards: A cost-effective option for showcasing your brand, product, or service with a clear call to action (CTA) like visiting a landing page or attending a webinar.
• Brochures: Offer a more detailed overview of your company’s offerings and benefits.
• Content Kits: Compile printed versions of your best white papers, case studies, or industry reports to establish thought leadership.
• Unique Swag: Surprise recipients with branded items like tumblers, phone chargers, or desk organizers, subtly promoting your brand while offering utility.

Engagement and Nurturing Leads:

• Personalized Letters: A handwritten note or a letter with the recipient’s name adds a personal touch and strengthens connections.
• Free Samples: Allow potential customers to experience your product firsthand, sparking interest and encouraging trial.
• Promotional Items with Discounts: Offer branded items with a discount code to incentivize action and purchases.
• Event Invitations: Generate excitement for upcoming webinars, conferences, or trade shows you’re participating in.

Customer Retention and Appreciation:

• Thank You Notes: Express gratitude for a recent purchase or project completion.
• Gift Cards or Branded Gifts: Show appreciation for loyal customers and strengthen relationships.
• Exclusive Offers: Reward repeat customers with special discounts or early access to new products.
• Seasonal Greetings: Send holiday cards or well wishes to maintain a connection throughout the year.

Creative and Interactive Direct Mail:

• 3D Mailers: Pop-up designs or unique folds grab attention and create a memorable experience.
• Boxed Kits: Intrigue recipients with a small box containing branded items, samples, or promotional materials.
• Scratch-Off Cards or Games: Incorporate a fun element to incentivize engagement and increase information retention.
• Custom-Printed Packaging: Surprise recipients with branded packaging for brochures, samples, or other mailers.

Remember, the best type of B2B direct mail marketing strategy will depend on your specific goals, target audience, and budget. By choosing the right format and tailoring your message, you can create a powerful marketing tool to connect with businesses and achieve success.