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Reaching the Unreachable Contact through B2B Direct Marketing

It’s a marketing tale as old as time, and we hear it quite often from our clients—“How can I reach contacts that will never click on an ad, open an email, opt-in (laughable!), and certainly not answer a phone call?” In today’s day and age where digital rules the marketing world there are still segments out there that appear to be completely unplugged from today’s popular digital channels. It’s times like these when we need to go back to the basics. After all, direct mail has been winning over prospects since 1,000 B.C!

Direct Mail is alive and well.

There’s been a rumor going around that direct mail is dead, but according to the 2017 DMA report, direct mail response rates are still consistently higher than all digital channels combined with average response rates for house lists at 5.1% and prospect lists at 2.9%. An estimated 105 billion emails are sent daily, and even HubSpot reported in 2016 that 78% of consumers have unsubscribed from emails because a brand was sending too many. Getting through all the noise is challenging, but with less people mailing, direct mail marketing presents an alternate channel to bypass these competitors and reach your prospects.

Who doesn’t enjoy receiving a package?

The real challenge is designing a direct mail piece that has the thrill and punch to grab someone’s attention.  Postcards serve their purpose, but if this is the only opportunity to reach a contact, it’s certainly not the time to flat-line with another boring piece of mail. Dimensional mail is a Verdi Group specialty, but all bias aside, it has tactically been proven to be a very powerful element for sparking the curiosity of recipients. Who doesn’t love getting a package in the mail? Just ask one of Amazon’s 65 million Prime members.

It’s moment you’ve been waiting for…

Now that they’ve opened your mail, and you finally have their attention—don’t blow it! It’s crucial that your message is clear and concise. What is it that you want your audience to do? Spell it out for them. Give them direction to read your eBook, request a demo, or whatever it’s going to take to develop a need for your product or service. Providing the right offer is key to developing a successful direct mail campaign. As Summer Gould from Target Marketing Magazine puts it, “When you can solve a problem for them with your product or service, your offer has more value to the recipients. It becomes a requirement for them to respond to you.”

Measuring your direct mail success.

In order to track response back to direct mail efforts, Verdi typically advises clients to use personalized URLs (PURLs) in creative that among other things, can report back what specific communications drove respondents to the landing page. Using this tool, Verdi was able to verify that in 2016, landing page visits were boosted by 21% from the inclusion of direct mail.

And don’t forget these additional responders were actually chasing down those products and/or services we mailed to them—talk about hot leads!

Moral of the story? Direct mail is not dead, and could possibly be the answer to reaching those contacts you’d almost given up on.