7 red-hot tips for maximising B2B direct mail conversion

Posted: February 16th, 2011 by Suzanne Stock 2

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 1/ Shape and size…

Even if you have an irresistible offer supported by great copy, the way your direct mail piece is presented can still make that critical ‘percentage point’ difference between a good response and a GREAT response. Rather than conforming inflexibly to the standard, single colour A4 letter format, try experimenting with original ideas: A3 folded, A5, unusual shapes, striking colours and designs – anything that will stand out and grab attention. 

2/ Your envelope…

Don’t fall at the final fence by economising on envelopes.  Think of your envelope in the same way that savvy manufacturers think about their packaging. Outward appearances matter. The sales process begins from the split second your prospect looks at and judges – consciously or subconsciously – whether or not they should open your mailing. Whenever possible, use good quality envelopes, overprinted with a compelling message. Done properly, this will make a quantifiable impact on conversion.

3/ Hand written envelopes…

That said, a hand written quality envelope with a stamp is virtually guaranteed to be opened by the recipient. Clearly, this is only practical with relatively low-volume mailings such as cherry-picked local prospects, or previous customers, etc. 

4/ Experiment with ‘lumpy mail’ 

What on earth is in this envelope? Lumpy mail (i.e. placing bulky or irregular shaped inserts inside your envelopes to arouse curiosity) is a sure-fire way of getting your mail noticed and opened.  People can’t help themselves – those lumps just cry out to be discovered.  CDs, DVDs, pens, key rings, post-It notes, fridge magnets and booklets …  all of these and more have proven to be successful lumpy inserts. What could work for your business? Use your imagination!

NB – postage weights are graded in bands, so make sure that you tailor your direct mail pieces to take advantage of the upper weight limit in your band.

5/ Incentives work…

Incentives to respond are proven to have a measurable effect on conversion.   It doesn’t have to be anything complicated: a straightforward 25% discount for the first 50 customers or ‘throughout the month of August’, for example, can significantly improve response rates.  

6/ End your offer with a hard-hitting call to action…

You would think it was obvious, and yet so many direct mailings fall down on this last critical element.  Very often the copywriter has been so immersed in selling the product that that they quite literally forget to end with a relevant call to action. But the fact is we all respond – if only unconsciously – to being told firmly and unambiguously what to do.  If you fail to tell your prospects what you want them to do, you can be fairly sure that they are not about to do it spontaneously!

7/ And finally, follow-up on the phone…

A follow-up telephone call can increase conversion rates by more than 100%. In fact, in many cases, B2B prospects will perceive a polite, non-pushy phone call as an added benefit, as it makes it easier for them to quiz you further about your product or, depending on what you are selling, arrange a meeting or place an order. Whenever it is possible and relevant, always follow up your direct mail campaigns with a call. It is one of the best and easiest ways of maximising ROI.