What is Direct Mail?

Direct Mail is a marketing strategy that involves sending physical correspondence to prospects or customers. Despite the rise of digital marketing, direct mail remains an effective tool in B2B marketing, especially when integrated with digital strategies.

Common forms of B2B direct mail include brochures, catalogs, postcards, and personalized letters. These can be used to announce new products, offer promotions, or simply stay top-of-mind with prospects and customers.

One of the advantages of direct mail is its tangibility. In a world of digital overload, a well-designed physical piece can stand out and create a memorable impression.

Effective B2B direct mail campaigns often involve personalization and targeting. This might include using variable data printing to customize each piece or segmenting the mailing list based on firmographic or behavioral data.

Measuring the success of direct mail campaigns can be challenging, but techniques like unique promo codes or personalized URLs can help track responses. Many businesses also use call tracking numbers to measure the impact of direct mail on phone inquiries.

While direct mail can be more expensive than some digital marketing tactics, it can be highly effective when used strategically. It's often most powerful when integrated with digital follow-up, creating a multi-channel marketing approach.