How to make direct mail to businesses

Direct mail to businesses, also known as business-to-business (B2B) direct mail, is a targeted marketing strategy that involves sending promotional materials, such as letters, brochures, or catalogs, to specific businesses or decision-makers. Here's a step-by-step guide to help you create an effective direct mail campaign to businesses:

  1. Define your target audience: Identify the specific businesses or industries you want to target. Consider factors such as company size, location, industry, and job function.
  2. Develop a clear message: Clearly articulate the benefits of your product or service and how it can solve a specific problem or improve the recipient's business.
  3. Create a compelling offer: Offer a special promotion, discount, or free trial to incentivize the recipient to respond or take action.
  4. Design eye-catching mailpieces: Use high-quality graphics, images, and typography to make your mailpiece stand out. Consider using a tri-fold brochure or a postcard with a clear call-to-action.
  5. Use a strong headline: Craft a headline that grabs the recipient's attention and communicates the value of your offer.
  6. Include a clear call-to-action: Make it easy for the recipient to respond by including a clear call-to-action, such as a phone number, website, or email address.
  7. Use a professional mailing list: Rent or purchase a mailing list from a reputable list broker or compile your own list of businesses that match your target audience.
  8. Mail to the right person: Ensure that your mailpiece is addressed to the correct person, such as the decision-maker or purchasing manager.
  9. Track and measure results: Use a unique promo code, phone number, or URL to track responses and measure the effectiveness of your campaign.

Types of direct mail pieces:

  1. Letters: A personalized letter that highlights the benefits of your product or service.
  2. Brochures: A tri-fold or multi-page brochure that provides more detailed information about your product or service.
  3. Postcards: A single-sided mailpiece that grabs attention with a bold headline and image.
  4. Catalogs: A multi-page mailpiece that showcases a range of products or services.
  5. Envelopes: A plain or printed envelope that contains a letter, brochure, or other mailpiece.

Tips and best practices:

  1. Use a clear and concise message: Avoid using jargon or overly technical language that may confuse the recipient.
  2. Make it visually appealing: Use high-quality images and graphics to make your mailpiece stand out.
  3. Use a strong and relevant headline: Craft a headline that grabs the recipient's attention and communicates the value of your offer.
  4. Include a clear call-to-action: Make it easy for the recipient to respond by including a clear call-to-action.
  5. Test and refine: Test different mailpieces, offers, and mailing lists to refine your campaign and improve results.
  6. Comply with regulations: Ensure that your mailpiece complies with all relevant regulations, such as the CAN-SPAM Act and the Telephone Consumer Protection Act.

By following these steps and tips, you can create an effective direct mail campaign that resonates with your target audience and drives results for your business.