To say that 2020 threw a wrench in most B2B and B2C marketing
campaigns would be an understatement. Companies have pivoted their strategies,
and while a vaccine is offering hope for a return from the “new normal,” the
way that business is conducted is uncertain and will continue to be well into
2021.
But there is good news.
According to research from the American Association of Advertising
Agencies, 43% of consumers viewed brand communications as reassuring
during these troubled times, with just 15% saying they would rather not hear
from marketers.
Many marketers turned to digital channels for communication, which
makes sense given the wide adaptation to a remote work environment that has
most of us checking email more frequently. Yet the proliferation of electronic
communications also produced a certain feeling of annoyance — and the delete
button became all too available.
The solution? Direct mail.
The physical mailbox is an unsaturated environment with less
competition, and 37% of people
surveyed said they look forward to receiving mail each day. Another study found
that direct mail campaigns generate purchases five times larger than email
campaigns. On top of that, direct mail has staying power, now more than ever.
While emails are here and gone, the average lifespan of a direct mail piece
sticking around is 17 days.
When combined with other digital marketing efforts in a cohesive
omnichannel strategy, embracing direct mail in your post-pandemic
marketing plan can leverage an even greater ROI. But there are challenges — we
are in a pandemic, people are working from home, and businesses are facing
different challenges than they did before. However, while there are some
differences between the approach for B2B and B2C, the best practices below will
get you started on the path to success.
Find the Right Address
One of the biggest challenges of B2B direct mail in 2021 is the
fact that people are working from home and not in their physical office. So how
do you get their home address in order to send them your mail? There are a couple
non-intrusive ways to go about doing this, the first being the use of sales
development representatives (SDR) and/or business development representatives
(BDR).
They’re most likely already in discussion with prospects as they
go through the sales cycle, so adding in the step of asking for their preferred
mailing address won’t sound out of left field. You can even ask them to use
public online sources to find home addresses and ask for confirmation, adding
in an explanation as to what the address will be used for so it doesn’t feel
intrusive. For example, “I’d love to send you some samples of our new product
to enjoy.”
Another way to find the right shipping location is to collect
addresses as part of an existing B2B marketing automation campaign. For example,
because in-person events are being cancelled, perhaps you run a campaign that
presents the opportunity to deliver unused swag originally purchased for these
events to those already on your marketing list. Again, you’ll want to make it
clear you’re going to send something to the prospect, so they aren’t confused
when you ask them to complete a form.
Lean on Data and Promotions
During these unprecedented times, you want to make sure you’re
getting the most out of your marketing efforts. One way to do that is to use
the data that you already possess. With that information, you can use
segmentation and personalization to make sure you’re reaching your target
audience with your direct mail efforts.
For example, for B2C marketers, instead of focusing on income in
the coming months, net worth might be more valuable in judging who will have
higher levels of discretionary income in 2021, keying you in to who might be
your best customer. In addition, knowing details like age, gender, industry,
etc., can all help pinpoint which products you should be promoting to which B2C
audience.
Speaking of promotion, consider leveraging that as a tactic with
both your 2021 B2B and B2C direct mail marketing campaigns. People are still
spending money, but even the most affluent customers are aware of economic
uncertainty and will be looking for the best value when spending their money.
Now is the time for brands to use promotions to drive sales, as customers are
going to be on the lookout for deals more than ever.
Be Sensitive To the Message
Regardless of what kind of mail you send, it’s of the utmost
importance that you convey the right message with your marketing pieces —
sensitivity is key. When it comes to images, avoid people engaging in what is
now considered to be unsafe behavior, whether that’s not wearing a mask and not
social distancing or people in large groups and events.
That also extends to your messaging, which should also avoid words
that convey touching or closeness and instead focus on educating, entertaining,
or inspiring. In general, people have been feeling less inclined to spend on
items they consider frivolous or unnecessary and are instead focused on what’s
essential to them. Avoid any message that might be interpreted as capitalizing
on the global pandemic — such as a COVID-19 sale, which is tacky — and instead
talk about how your product or service can help the consumer.
In addition, add in how your company is protecting employees or
helping out. A survey found that 56% of respondents
said they like hearing about how brands are aiding their communities. Above
all, even though the end goal is a conversion, be empathetic and let your prospects
know you understand what they’re going through while also adding in optimism
for the future.
Direct Mail Marketing In a Work-From-Home
World
Due to the pandemic, many will be working from home full-time for
the foreseeable future. They’re seeking comfort and familiarity in what has
become an unpredictable environment, and this should be taken into
consideration when creating your 2021 direct mail marketing activities — for
both B2B and B2C.
Direct mail is an effective way to build those relationships and
connections. Brands that can successfully play to their strengths, apply
ingenuity to their customer outreach, and reach their ideal prospects in
creative ways will be the ones that come out successful at the end of
adversity.
Sarah Mannone is the Executive Vice President of Trekk, a tech-driven creative services agency.
She works with Trekk clients to develop strategic marketing plans and craft
measurable programs that span print, web, social, and mobile. As part of the
Trekk management team, Sarah is involved in the decisions and strategy around
adopting new technologies and applications to meet the current and future needs
of Trekk clients. Sarah is a member of the Forbes Agency Council and a frequent
speaker at marketing industry events.
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