The best B2B direct mail ideas and inspiration inc. examples

Posted in: Opinion

Are you looking for some inspiration for your next Business 2 Business (B2B) direct mail campaign? When working on a direct mail project, you may want to create an experience that is a bit more unorthodox than just a letter.

You wouldn’t be the first to want to “push the envelope” when it comes to a direct mail marketing campaign. Work with Galloways, and yours could stand out from the competition.

Why Use Direct Mail?

Direct mail can be a great way to reach out to potential B2B customers. It allows you to send a physical message that can be personalised and targeted to your audience. Direct mail can open the door for further engagement online.

There are a few key benefits of using direct mail for your B2B marketing:

It’s personal

You can address your recipient by name and craft a message that is specifically tailored to their needs. On average, direct mail is engaged with four times as frequently as indirect mail.

It’s targeted

You can use direct mail to target a specific group of potential customers. B2B direct mail might specify an audience based on job title, company size, geography, or even industry. B2B direct mail is a great way to reach decision-makers, who may be difficult to reach through other channels.

It’s tangible

Direct mail is a physical piece that your recipient can hold onto and reference later. This can make your message more memorable and impactful. Direct mail is one of the few marketing tactics that engages the senses: the physicality of the marketing material increases the connection between your business, and your customer.

The best open rate

Direct Mail has a better open rate than email. Fact. People look forward to their mail. Especially thought-led ones. According to the Data & Marketing Association, “The average B2B direct mail open rate is 21%, compared to just 2-5% for email.” So, if you want your message to be seen and read by as many people as possible, direct mail is the way to go.

The right target

A scattergun approach like indirect mail or Out of Home (OOH) advertising is no longer the only way to target consumers. To get the best response rate to your marketing, your audience should be sales approved targets. It’s vital to use clean data when planning a B2B direct mail campaign.

Data cleaning is the process of fixing or removing incorrect, out of date, corrupted or incorrectly formatted, duplicate, or incomplete data within a dataset. Using clean data ensures you target businesses that are more likely to be interested in your products or services. You can be sure that you direct mail reaches the right people, and this is more likely to generate qualified leads.

What are the different kinds of direct mail?

Direct mail is one of the most effective marketing tools available to businesses, particularly when used as part of a multi-dimensional marketing strategy. Direct mail allows businesses to target specific individuals and groups with laser precision, and it can be customised to fit any budget.

Examples include of direct mail include sales letters; newsletters; catalogues; leaflets; postcards; and dimensional mailers (those that have height and width and length, such as boxes or tubes or bags).

The list of direct mail possibilities is endless. Click here to see what Galloways has to offer.

Tips and Tricks for Direct Mail

We now know direct mail can be a great way to reach out to B2B customers and generate leads. But what are the best practices for making sure your campaign is successful?

We recommend that you:

  • Identify what you want to achieve from your direct mail
  • Personalise it
  • Only use clean data
  • Use eye-catching imagery and design
  • Keep copy short and sweet
  • Use effective call to action
  • Integrate QR codes or unique URLs

Five of the best B2B direct mail examples

If you’re looking for some inspiration for your next B2B direct mail campaign, look no further! From creative concepts to eye-catching design, here are five of the best B2B direct mail examples that got our attention.

GGRP – Cardboard Record Player

cardboard record player

In 2009, Vancouver-based sound and music recording house Griffiths, Gibson and Ramsay Productions (GGRP) launched a marketing campaign that has been praised for its creativity and effectiveness.

To capture the attention of industry players and potential collaborators, and promote its sound production services at a time when vinyl experienced a resurgence, GGRP launched its Cardboard Record Player.

Cardboard mailers containing a vinyl single were sent out, along with a small needle. These mailers folded out into a cardboard phonograph capable of playing records. While obviously not intended to be a replacement for a record player, the novelty of the item was enough to leave a big impression with consumers.

ClinicalKey – Gifts for the Office

clinical key b2b

Medical search engine ClinicalKey sent its clients a direct mail package. Each package contained items that are commonly used at work, each item chosen to represent aspects of ClincalKey’s services.  A branded mug represented how reliable their service is. The calendar was sent to portray convenience, and the charger was chosen to represent how fast their search engine was.

Nestlé – KitKat Chunky

kitkat b2b

In the late 1990s, Nestlé publicised its KitKat Chunky with an irresistible call to action. Customers received a personalised “we’re sorry we couldn’t deliver your parcel” card, stating that their KitKat Chunky wouldn’t fit through the letterbox due to its “chunkiness”. Customers were invited to redeem their voucher for a KitKat Chunky at their local newsagent.

By customising each leaflet and stimulating people’s taste buds, Nestlé was able to attract new consumers looking for a bigger chocolate snack. Good food, Good life, great direct mail idea!

Smart – Recyclable Helmet

smat helmet b2b

When Smart launched its range of green e-bikes, it wanted to target keen cyclists. The direct mail campaign involved recycled cardboard with a cut-out pattern to follow. Customers were encouraged to follow the pattern to construct their own eco-friendly cardboard helmet. Clearly not intended to be used on the road, this humorous and memorable had two purposes: it stressed the importance of wearing a helmet when cycling; and raised awareness of the importance of sustainability. It also generated an enormously positive response across social media.

BMW – Tempting Luxury

bmw b2b

BMW has a comprehensive, multi-channel marketing strategy that includes targeted internet ads, email campaigns, and full-featured website along with television and radio spots. For the launch of its 3-series, BMW rolled out a series of glossy photograph-rich direct mail postcards to reach out to customers at home. Made of a nearly indestructible material for longevity, these postcards stood out from the rest. Launched in 1983, BMW’s 3-series remains its best-selling model, and accounts for around 30% of annual total sales (excluding motorbikes).

Creating a direct mail campaign that stands out can be tough, but we’re here to help. Contact us today on 01625 870000 to discuss our direct mail services with one of our friendly print experts.

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