B2B Direct Mail Tips To Increase Holiday Sales
By now your business is in full swing, gearing up for the holiday season. For small businesses, this is a particularly important time of year, so you should be even more focused on keying in on your targets and getting the most out of your campaigns.
Business to business (B2B) direct mail marketing is a proven way to generate sales over the holidays. With an average return of close to $2,100 for every $167.00 spent, it has not only proven to be more effective than other forms of marketing, but also gives you the opportunity to stand out from the onslaught of online marketing that is sure to occupy the holiday season.
B2B Direct Mail Works
Your goal in any campaign is results. And results are exactly what your small business gets if it uses direct mail as its medium. In fact, the 4.4% B2B direct mail response rate is 37 times higher than that of e-mail, which sits at 0.12%. And these direct mail response rates have grown to 14% over the last decade, while e-mail marketing has declined by approximately 57% over the same time period. And what’s even more encouraging is the younger demographic is starting to respond in higher percentages to direct mail, with notable increases in the last few years.
In other words, direct mail works. But if you want it to work for you, there are certain protocols that should be followed. And just know up-front that direct mail takes patience, an almost obsessive attention to detail, and the persistence to test campaigns to nail the right combination of factors.
Creating an Appealing Holiday Piece
Creating an alluring piece in your B2B direct mail marketing starts with actually choosing the right piece to deliver. It’s tempting to overreach during the holidays, and perhaps stuff gift baskets with all kinds of goodies. But as a business speaking to another business, you have to stay true to your goal, which is delivering some kind of messaging asking the receiver to take some kind of action. That may get lost amidst the piles of good favor you try to show with a dressed up gift basket, so choose something more subtle, like a post card.
But be careful not to get too plain. Just because you decide to send a postcard doesn’t mean you ignore design. Quite the opposite, actually; You need to focus much more on the design aspect when sending something as simple as a card. Think of various shapes and play with colours and spacing to help make your piece stand out.
One thing to keep in mind is that your design should complement your copy. Again, your goal is to communicate a message to help push your target to action. Use the design of your piece to highlight this message and keep it front and center (figuratively speaking) in the target’s mind.
To that point, the images you choose in your design are also key. In addition to the colour patterns, the images must draw the target in, which means it should be relatable in some way to your message.
The last point to keep in mind is that any B2B direct mail piece must be personal. Similar to B2C marketing, business owners want to feel like you are catering specifically to their needs. If there is no personal appeal, there will be no personal connection and the chance of a response rate diminishes.
The holidays will always be an exciting time of year. For businesses hoping to profit off the excitement, visit the Macromark web site to learn how we can help.