Direct mail still works for lead generation
You’re probably wondering why when you go home to your mailbox every day and open it, there are dozens and dozens of postcards and other pieces of direct mail waiting for you every day. If you’re like me, you’re probably tired of having to delete all that junk mail and toss it straight into the recycle bin before you even walk through your front door. Well, the fact is that companies spend a lot of money on direct mail because it works. Direct mail is still a great way to reach specific prospects with a specific offer, and this is no less true in the B to B space than it is in the B to C space.
Businesses that put together attractive offers, buy the right lists, and have a strong letter or copy can still generate very respectable response rates from direct mail campaigns. Many companies use it as a tool to generate top-tier leads into their system that they can then nurture through email or telemarketing campaigns; they can be qualified through telemarketing.
Other companies use direct mail to reach out to businesses that want to market and prepare them for sales calls. You can address personalized letters to the executives you want to reach within your potential target company, and then follow up with a direct sales phone call with the goal of selling an appointment and getting in front of a customer.
So direct mail still has its place in the overall marketing mix and many people have been disappointed or desensitized to the power of direct mail, but when done right, a combination of a great list, a great offer, and a great deal. content can drive direct mail. new leads at your doorstep to help accelerate sales.
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