If you have not tried yet to use direct post mailing why not to try it right now? Here you have some advices about creation effective B2B direct mailing.
Don’t forget your own list of mailing.
Most likely you already have the reliable own list of mailing consisting of the present and former clients. Do you think that mailing on your own database isn’t effective? Think once again! As a rule the list of mailing to clients and potential clients who know you and earlier answered your announcements will double the response of another’s list.
Before mailing work with the companies offering mailing lists that can help to “clear” the list (providing you with the most actual addresses). It will help you to raise profitability of investments of your campaign, to lower level of not delivered mail, to save your money. And at the same time to define, whether has sense to supplement your internal database with the list of mailing of new potential clients. The company which is engaged in mailing lists can see your requirements, help you to choose the correct list of mailing, and also to exclude addresses which already are at you in your internal database.
To pass the filter of “undesirable mail»
Even the best list of mailing can reach only post office. The direct mail advertizing possesses potential for business formation, only if it sees those who makes decisions. To similarly spams-filters of e-mail, many corporate post offices delete «undesirable mail» not to litter mail boxes of heads. That your post advertizing hasn’t got in post office and has got on a table to the head, adhere to following simple advices:
* address to the concrete person instead of it is simple to a post;
* use a standard envelope when it is possible and avoid use of self-glued labels to give visibility of personal correspondence;
* use the turns similar «the required information it is applied» that it looked as if the addressee expects this letter;
* use a stamp instead of tariff marks for mailing of the big party of items of mail.
One size doesn’t approach for all – personalize your message
Want to know whether you can send the identical post message to each of your list? Probably, it is not so good idea. The former clients don’t need the same message or goods presentation, as to potential clients whom affairs with your company never had. Besides, the companies in various verticals can have various interests and requirements.
For achievement of the optimum answer, personalize your marketing message for the target audience. Yes, for this purpose various versions of the same campaign of direct post mailing can be demanded. Yes, it can seem to the intolerable. At the same time, segmentation of message transfer depending on audience costs time and investments. The message for your target audience will be more relevant, the better will be a response indicator.
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