Is B2B Direct Mail Marketing Still Relevant in the Digital Era?

A common misconception about direct mail marketing is that it’s outdated. But, as information overload on our digital devices becomes more common, business decision-makers seek easier ways to connect and build their network. B2B direct mail marketing is growing in effectiveness, with a 96% engagement rate in 2020 reported in a recent study by the Data & Marketing Association.

There are a few reasons why direct mail performs better than digital marketing, and most apply particularly to Gen Z markets (who are relatively new to the business world but highly skilled in the online world). Here’s an insight into why direct mail marketing is still relevant in our modern digital business landscape.

1. The Power of Tangibility

Physical marketing materials have an endurance that digital content can’t compete with. Direct mail has become something of a novelty, as business leaders receive most marketing via email. Holding your brand in their hands creates a more memorable experience for recipients.

The same study discovered that 92% of direct mail recipients were influenced to take some type of activity online after opening. That is far higher than even the best-performing industries’ benchmarks for email.

2. Targeted Approach and Personalisation

Marketers know that personalisation leads to higher conversion rates. Something often misunderstood about B2B direct mail is that it allows you to tailor your message to key decision-makers in various industries. 

An old-school mail merge is the simplest option, but depending on your resources you could tailor your designs to different audiences. Active Mail uses data to guide your direct mail marketing, and these insights are the ideal place to start looking at personalisation.

3. Intercepting Digital Noise

Our exposure to information overload and the inevitable digital fatigue that follows it was aggravated by the recent pandemic. People – particularly other businesspeople – want to spend less time on their phones and computers. There’s a fine line to cross before your brand communications become just another part of that noise.

Far fewer organisations market themselves using direct mail compared to digital marketing – which is exactly why you should. With reduced competition and increased visibility, direct mail is more likely to both reach your target and be noticed by them.

4. Digital Channel Integration

Just because your campaign is physical, it doesn’t mean your entire marketing strategy must be. Direct mail has a place in a digital-first business and is the perfect complement to a multi- or omnichannel approach.

If your goal is to send people online, QR codes and clear branding do that perfectly. Directing people to your socials, website or digital store is easier once you’ve stood out from competitors. Whatever your goal, you can track your leads as they move online using the next point:

5. Analytics and Attribution

Conversion attribution is one of the more difficult aspects of proving your marketing ROI. But, working with a direct mail specialist makes it easy to track the impact of your direct mail marketing.

With the right tools, you can match sales data values with your audience database (match-back analysis). You can also include it in multi-touch analysis, where you attribute a portion of each conversion to every touchpoint along your entire funnel.

Maximise Your B2B Direct Mail Marketing Efforts

A partner like Active Mail can streamline your B2B direct mail marketing, increase your ROI and boost sales. With our wide range of printing and distribution options, personalisation, integration and analytics, we manage your marketing for optimal ROI.

The team at ActiveMail is made up of marketers, and incorporating your direct mail marketing into your omnichannel strategy is our main priority. We know marketing, so we understand how to plan, execute and analyse your efforts. Get in touch to find out how to optimise your current marketing efforts.