Direct mail – Can it still have a place in your sales & marketing strategy?

Direct mail is one of the oldest forms of marketing but many marketers have abandoned the practice altogether in favor of more cost-effective approaches in this always-connected digital age.

Granted, direct mail is difficult to track and the printing and postage costs are less attractive than email campaigns and social media activities. But for some companies looking to engage with potential new prospectDirectMail_Image.pngs, direct mail may still have some gas left in the tank.

The Custom Letter

Now I’m not talking about the coupon flyers or credit card junk mail that sits on your kitchen table until you decide to shred it or toss it in the trash.  I’m talking about the personal touch that a well written letter can still provide to potential clients or customers – especially those in the B2B space.  

As far as I know, business executives can still read words not on an LCD screen, and many would appreciate being addressed by their real name rather than a Twitter handle. So if you have a list of prospects you’d like to be working with, why not write each of them a custom letter explaining why you think your companies should work together? You can even ensure it gets in their hands by sending the letter via FedEx or UPS where it can be tracked every step of the way (we all have no problem throwing away an envelope, but no one can resist the urge to open up a package with their name on it!). Nice, professional letterhead can add to the presentation, but be sure the letter is genuine and truly custom if you want it to have maximum impact.

Staying Top of Mind

If you’re feeling generous, you can even include a useful gift (of nominal cost) as a token of your appreciation for opening your package and reading the letter. This could be a nice pen or notebook with your company logo to keep your brand top of mind for prospects as they go about their day mulling over whether they want to give you a call. The primary benefit of this approach is getting your message out of crowded email inboxes and putting a useful, branded tool into the hands of potential new business partners.

These are just a few ways you can use targeted direct mail to your advantage at a marginal cost. You may or may not receive a huge response rate but usually just one new customer will justify the cost of producing and shipping the packages. If you’re struggling to establish contact with your prospects, direct mail may be a great way to break the ice.

If you have any other ideas of how to use direct mail to attract new clients, please share in the comments section below!

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Jon Faitel

About Jon Faitel

As a Associate Marketing Manager, Jon drives many marketing initiatives at BuyerZone including email campaigns, website design changes, blogging, and the BuyerZone e-newsletter. He also works with sales on new business development and the optimization of client communications. When not at work, he enjoys following professional football and taking leisurely strolls with his Boston Terrier.

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