B2B Mailing Lists Can Open the Door to New Revenue Streams
Without question, direct mail campaigns are a fantastic way for businesses to both connect with previously unreachable businesses and generate sales leads. That’s because a targeted direct mailing campaign is about marketing to people on a one-on-one basis.
And despite the growing prevalence of social media, direct mail campaigns remain one of the most effective communication and marketing tools. In 2013, 65% of consumers from all age groups made a purchase as a result of a direct mail campaign.1
What many businesses fail to realize is that a direct mail campaign geared towards other businesses is also a great way to increase brand awareness and get your message to even more potential customers.
In fact, according to the most recent data, business-to-business (B2B) direct mailings are one of the most effective lead generation tools. In 2012, the average response rate for direct mail was 4.4% for both business-to-consumer (B2C) and B2B mailings. This represents a significantly higher response rate than expected, and is much higher than the 0.12% response rate generated by e-mails.2
Even though communication tools are becoming more geared towards e-mail and online sources, traditional B2B direct mail marketing tools continue to be a very effective way of reaching companies you want to do business with!
Developing a B2B direct mail campaign, whether you’re a small, medium, or large business, is similar to developing B2C marketing mailing lists. Just like B2C mailing lists, B2B mailing lists are about targeting specific companies and carefully tailoring your message in order to produce the outcome you want. That could mean getting direct orders, generating sales leads, or developing a business relationship. Ignoring a B2B direct marketing mailing campaign means potentially turning your back on a massive revenue stream.
Ultimately, B2B mailing lists are only going to be as effective as the work that goes into creating them. Just like a B2C direct mail campaign, targeting is the most important aspect of generating successful B2B mailing lists; after all, as the old adage goes, junk mail is just poorly targeted direct mail.
While there are a lot of different ways to target potential business prospects, one of the easiest and best ways is to understand your existing business customers. They already know, trust, and buy from you, so chances are you’ll want to add businesses just like them to your next B2B direct mail campaign.
Look at your current B2B customers’ buying patterns, their methods, the timing of their purchases, etc. From that data, build a B2B profile and identify new business prospects that have the same kind of characteristics and are more likely to become B2B customers. Once you identify these characteristics, you can select a group or segment of prospects that are more likely to be interested in a particular direct mail offering.
An alternative to the time-consuming task of developing your own limited B2B mailing lists is to consider buying or renting them. As one of the largest direct mail and e-mail list brokers in the country, Macromark has access to more than 70,000 lists and databases for brands looking to develop a B2B direct mail campaign. Macromark’s business mailing lists also reach every company in your geographic area and can be segmented by company size, home business, contact name, and more.
Whether you’re looking for direct marketing options or new multimedia business solutions, Macromark has the right information, staff, and tools to help your business in whatever capacity it needs. For more information, contact us at (845) 230-6300, e-mail us at [email protected], or check out our web site at www.macromark.com.
1. “Facts and Stats,” CMO Council web site; http://www.cmocouncil.org/facts-stats-categories.php?view=all&category=direct-marketing, last accessed January 31, 2014.
2. Schiff, A., “DMA: Direct mail response rates beat digital,” Direct Marketing News web site, June 14, 2012; http://www.dmnews.com/dma-direct-mail-response-rates-beat-digital/article/245780.
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