Have you given up on direct mail because of a lack of results? Is your marketing department or your B2B lead agency not delivering leads through direct mail campaigns? Don’t give up on direct mail – it’s a proven lead generation channel that offers a great ROI and results, but not every lead agency has the tools and the knowledge to drive leads through direct mail.
While the average response rate to direct mail campaigns sits between 0.25%-1%, there are B2B lead generation agencies out there achieving double digit response rates, between 12%-28% in some cases. Why are some lead generation agencies doing so much better than others? Research, creativity, and holistic campaigns are the difference between a one-percent campaign and a double-digit campaign.
There are some great, quick ideas to making successful direct mail campaigns that you can find online, and they’re worth taking a look at. Expert direct mail marketers suggest techniques like:
Getting straight to the point – your target will glance at postcards and flyers for maybe a second, and if they don’t see anything that hooks them, they’ll quickly move on.
Giving it some heft – “make it lumpy” works! Recipients are far more likely to open an envelope they suspect is direct mail if it has heft. Make the most of human curiosity and improve your response rate; if your direct mail campaign is targeted, the additional expense will pay off dividends.
Tailoring the content – find out everything you can about your target audience and leverage that information in your campaign.
Those are great ideas to keep in mind, but the most powerful tool in B2B lead generation strategies is research, and that’s where a lead generation company excels. Lead generation companies like 360 Leads know that the way to acquire new customers is to research companies and their key decision makers. The more you know about your audience, the more you can tailor your message and your direct mail campaign to influence their decision. Outbound lead generation drives lead to sales, but if you want to start a conversation, first you have to get them listening. For more insight into running a successful direct mail campaign, check out the blog at 360 Leads and find out what they’ve done for past clients and how it works.
Compared to small companies, large companies ranked direct mail 137% more effective. The difference lies in resources; larger companies have more resources to research their audience, generate creative ideas, and follow up on direct mail with telesales, and that’s how conversions happen. According to 360 Leads and other lead generation experts, insightful direct mail campaigns have a 13-1 ROI. Large or small, a B2B lead generation agency delivers the resources you need to make direct mail work as part of a broader sales growth plan. If your agency isn’t delivering, don’t blame the channel, find a company that knows how to use it.