Does Your B-to-B Direct Mail Have Stopping Power?
How to get your B-to-B message into the hands of the top decision makers
Getting past the gatekeepers…
First impressions count!
- Arouse interest and project importance. Usually, letters arriving via FedEx, UPS, Priority Mail or Express Mail have more clout and generate curiosity. At the very least, these envelopes are opened.
- If you’re not going the FedEx route, get a unique look by using an expensive looking professional business envelope with your company logo. Expensive looking mail usually gets opened. You can se a solid standard #10 letter-sized envelope or something interesting like a square or a #14 (5×11.5), which accommodates a letter folded in half down the center. Invitation formats also get attention.
- If you’re going with a professional envelope, indicate that the content is important by using fine paper with an engraved or embossed return address and perhaps a facsimile of a wax seal. (European marketers use seals frequently with good results.)
- You want your mail to look personal and important, so don’t use mailing labels or window envelopes. Use laser personalization, a process that prints the address directly on the envelope. Some lettershops offer a wide range of fonts that can further personalize the look.
- To underscore the personalization component, use first class postage on your expensive-looking professional business envelope. Metering is fine; you don’t need to use stamps. But definitely stay away from sending these letters via Standard mail.
Second impressions count just as much…
Obviously, if you’re using good paper for the envelope, continue the quality for the letter. Once your envelope is opened, the contents will be scanned quickly for relevance and value. The letter should appear as if you’re sending a personal, one-of-a kind message to the recipient.
Letters are not read logically. Eyes usually travel first to the letterhead, then the salutation (make sure the prospect’s name and title are accurate and spelled correctly), followed by a look at the sender’s name and title. Before the body of the letter is considered, the P.S. is read. It should be an attention-getter, set in bold type and repeating the primary benefit of your offer, your call to action and your guarantee. The latter nearly always boosts response.
Busy executives are time-conscious. They look at bulleted lists, charts and tables and other attractive but meaningful graphics. Letters need not be limited to one page, but those with short paragraphs and lots of white space usually get read.
The message:
Begin the copy with your offer and bottom-line benefit. Be direct. Send a strong message clearly and simply. Don’t waste time trying to write the great American novel.
Use testimonials and success stories. While business executives aren’t spending their own money, they, nevertheless, like to play it safe even though they want to be on the cutting edge. Because they’re interested in the actions of colleagues and competitors, testimonials can be effective. They show that others trust and use your products and services.
Do anything it takes to get a “yes” response to your offer. Make it easy. A toll-free number or simple business reply card for more information and ordering via phone, fax or the Internet is usually all that’s needed to elicit a speedy response. Offering a special bonus for a response before the deadline doesn’t hurt, either.
Remember, the more a promotion looks like serious business correspondence, the better the chances that it will be opened and read by your decision-making executive.
