Whether you’re gathering leads, retaining accounts, boosting awareness, or inspiring customer loyalty- direct mail can be an excellent way to bolster your business-to-business marketing strategy. If you’re planning your next direct mail campaign, consider testing one of these two ideas.

1. A personalized letter

For a more personal approach you can write a letter specifically tailored to your potential or existing clients. Focus on a specific call to action such as calling to book a free consultation. Try using language that suggests you are writing directly to the individual and their challenges. Consider adding an image of someone in a relevant position in your company. For example, you could create several versions of the letter each with an image of a different member of your sales team or an image of the owner. Then include a name, title, signature, and specific contact information if it’s relevant.

Keep in mind when you’re creating your direct mail piece you want to compel someone to read it. One approach you could test is to use personalized mail. This involves addressing your direct mail pieces to specific recipients from your database or by renting a mailing list instead of choosing recipients based on a postal code or a defined area. If you can, print their name and title on the outside of the envelope or visible through a windowed envelope. According to a study by Canon, including a client’s name can increase your response rate by as much as 135%.

2. An invitation

Using a greeting card, flat insert card, or postcard create an invitation for your prospect or client. For prospects, you could write the copy as an invitation to try a service. Alternatively, if the campaign is for an existing customer, you could invite them to join a loyalty program or visit a trade show. What action you’re inviting the prospect or client to take will depend on the goals you have set for the campaign.

There are many ways to approach your business-to-business marketing. With the right approach you can achieve great results. For more recommendations on your direct mail marketing, reach out to a member of our team today.