Always including a covering letter as part of a direct mail campaign is a great way to increase B2B sales leads, an expert has said.

According to sales lead specialist M H McIntosh, in order to improve the success of their campaigns, marketers should incorporate a covering letter to acknowledge requests and to give the recipient an incentive to take action.

Writing on Sales Lead Experts, he also advised marketing professionals to mention the appropriate number of pages in their cover letter and use every opportunity to seek out new business leads.

“If your company’s B2B sales are influenced by more than one contact in a prospect company, consider including a question on all reply forms asking for the names of others at their company who would like to receive information on your products or services,” Mr McIntosh said.

He went on to explain that these names can then be added to marketers’ mailing lists or databases for future campaigns.

Ann Pruitt, of 60 Second Communications, recently urged marketers to employ powerful and effective words in their direct marketing campaigns.

Related Topics: Direct Mail