B2b direct mail Offline#
Prospecting sequences or workflows can be greatly enhanced by including an offline element to compliment your digital strategies.įor instance, introductory postcards are a great way to create a meaningful first impression. Outboundĭirect mail and some gifts can add significant value at the top of the funnel within your existing sales and marketing workflows. Our mission is to empower customers to create authentic connections efficiently. This serves as the foundation of Postal's platform. This is the concept of automated direct mail.ĭigital channels have reached critical mass, and as competition increases, Offline Marketing Automation can serve as an additional, trustworthy channel of communication for businesses to leverage. Fulfillment, packaging, delivery and other logistics are all included as long as you provide a list of recipients and address information. Sending postcards, gifts, and other pieces of mail has always been a time-consuming process, which is likely why many companies have refrained from using it.īut imagine if you could send hundreds, thousands, or even tens of thousands of pieces of mail or gifts with just the click of a few buttons.
Until now, technology hasn't provided a platform for a company to easily manage all of their offline communication.but that has changed. As evident by the number of B2B companies using it, direct mail is still rather uncharted territory for most sales and marketing teams. Whether it's for personal use, B2C, or B2B, direct mail can flourish in many areas depending on the use case. Direct mail and gifting can be the bread and butter for some ABM campaigns.įurthermore, a Canada Post study found that direct mail takes 21% less cognitive effort to process than email.Easier to process, tactile, more engaging, and just as personalized as digital all ties into better brand recall and association.
Personalized communication is a proven way to increase engagement.Īccording to research conducted by Marketo, ABM strategies were able to generate up to 27% more sales revenue and achieve a 42% higher conversion rate. Sales teams must be able to establish trust within these buying committees, and doing so with direct mail and gifting can be the ultimate differentiator.Account-based marketing is another recent B2B trend that works in conjunction with direct mail. Trust is a huge component of B2B sales with every deal involving an average of 6.8 stakeholders. In a survey conducted by Marketing Sherpa of 1,200 consumers, print ads were deemed the most trustworthy channel of communication when making a purchase decision. Leveraging direct mail has other benefits as well. Traditionally, B2B organizations take 3-5 years to follow the B2C trends, so this number is likely on the rise. How many times has a magazine or postcard magically appeared at your doorstep after filling in your information on a B2C website? It happens more than you realize.B2B companies have reached critical mass with their digital strategies and are slowly starting to follow in this direction as well.Īccording to Inside Sales, as of 2017, only 38.5% of B2B companies reported using direct mail, and 30% reported using it in prospecting activities. While the mail certainly holds personal value to many of us, it's also been recently revived as a channel of communication for sales and marketing teams, especially for B2C companies. Now, direct mail and digital channels can be integrated and leveraged as a powerful duo. The offline world, on the other hand, has been behind the curve when it comes to a centralized platform for managing communication. Most companies already have framework and automation technology for digital strategies. Campaigns that use direct mail and digital ads conjointly have seen response rates up to 118% than those solely using direct mail. Additionally, the average open rate of direct mail comes in around three times higher than that of email.Īs well as direct mail can perform alone, it's most effective when used in tandem with a digital counterpart. The 2018 DMA Response Rate Report reported that direct mail's response rate is anywhere from 5-9 times higher than email. Yet direct mail provides unparalleled engagement compared to what most digital channels can offer. As direct mail plays a fundamental role in the infrastructure of our country, it can also be a powerful marketing tool for B2C and B2B companies alike.When compared to other channels of marketing, direct mail flourishes in some areas and comes close behind in others.įor instance, an email will always win the ROI comparison because of how cheap it has become with automation.
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