ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

Business to business direct mail - how to make it work

Updated on August 30, 2010

Business to business direct mail - tips for success

Direct mail is often seen as a great way to help sell consumer products, but it's actually at the forefront of many successful business to business sales programs.

As a previous owner on an advertising agency, I have put together some successful (and a few unsuccessful) business to business direct mail campaigns.

There aren't many good articles online that show how to develop a successful business to business direct mail pack, so I thought I'd put together some handy and practical tips for success.

So here goes:

1. Who are you targeting?

You need to be very clear about who you're targeting with your business to business direct mail campaign.

Get a good understanding of who they are, what motivates them and the best way to communicate with them.

I once helped put together a direct mail campaign for a high end building product and a large part of the initial research consisted of phoning local architects and asking a few simple questions.

2. Find your list

Once you figure out the target audience, start thinking about how you're going to obtain a list of people to mail your pack to.

There are plenty of mailing lists that you can rent but I'm always in favour of developing your own list. It's actually very simple and relatively cheap .

Just phone some of the companies you think you might target and get the name of the relevant decision maker.

3. Develop the mailing pack and an incentive

Don't skimp here. 

If you've taken the time to complete steps one and two, this step is also very important.

I thoroughly recommend using a reputable direct mail design agency to develop your mailing pack.

I am also of the belief that an incentive for recipients to respond is essential for success.

Why not put together a white paper or exclusive research report that will be mailed to respondents?

You'll effectively weed out a 'hot list' that can be used in the next step.

There is no specific format of business to business direct mail pack that works best in all cases. 

The design will be largely dependent on your target audience and mailing list selection.

4. The sales follow-up call

Your sales people should now have a list of either:

- People who have been sent your mail pack
OR
- People who responded to your free offer

This is essentially their cold calling list that they should be working to try and get appointments with.

Summary - business to business direct mail in a nutshell

Business to business direct mail is a fantastic way to cultivate new leads for your sales people to follow up.

However, don't be mistaken, you're unlikely to get many direct sales like you would with a business to consumer direct mailer.

It's not rocket science, it just requires a solid and logical walk through the steps I've outlined above.

Good luck!

Got a question or comment?

    0 of 8192 characters used
    Post Comment

    No comments yet.

    working

    This website uses cookies

    As a user in the EEA, your approval is needed on a few things. To provide a better website experience, hubpages.com uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

    For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at: https://hubpages.com/privacy-policy#gdpr

    Show Details
    Necessary
    HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
    LoginThis is necessary to sign in to the HubPages Service.
    Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
    AkismetThis is used to detect comment spam. (Privacy Policy)
    HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
    HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
    Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
    CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
    Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the googleapis.com or gstatic.com domains, for performance and efficiency reasons. (Privacy Policy)
    Features
    Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
    Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
    Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
    Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
    Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
    VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
    PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
    Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
    MavenThis supports the Maven widget and search functionality. (Privacy Policy)
    Marketing
    Google AdSenseThis is an ad network. (Privacy Policy)
    Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
    Index ExchangeThis is an ad network. (Privacy Policy)
    SovrnThis is an ad network. (Privacy Policy)
    Facebook AdsThis is an ad network. (Privacy Policy)
    Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
    AppNexusThis is an ad network. (Privacy Policy)
    OpenxThis is an ad network. (Privacy Policy)
    Rubicon ProjectThis is an ad network. (Privacy Policy)
    TripleLiftThis is an ad network. (Privacy Policy)
    Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
    Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
    Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
    Statistics
    Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
    ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
    Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)