Workflows, sequences, or playbooks...however your organization labels them, there's a 61.5% chance that direct mail isn't a step or task within.
Are sales and marketing teams having so much success in digital channels that they just disregard leveraging direct mail?
Or, is it the feasibility of using mail in their approach?
Regardless of the case, sales and marketing reports have disclosed various advantages for using direct mail for B2B purposes.
For instance, direct mail has an average open rate of 80-90% and generates 5-9 times the responses as emails (2018 DMA Response Rate Report).
Just sending one introduction brochure to help kick-off an outbound sequence can create a more trustworthy connection than any digital channel could yield.
There's neurological studies that prove this: physical advertisements triggering a more emotional part of our brain associated with longer-lasting impressions, leading to higher brand recall.
Check out our infographic below for more reasons why B2B organizations may want to consider joining the offline revolution.
Whatever stage of the sales funnel you own, leveraging direct mail can be a valuable strategy.
Sales and marketing can use it all the way from a component of outbound prospecting sequences at the top of the funnel, to educational content, to following-up for meetings and demos at the bottom.
Even after a deal is made, customer experience can step in to send a gift to enhance loyalty.
With everything going on in the world right now, consumers are becoming more critical of how companies are reaching them.
Digital workflows have been optimized from years of testing, yet figuring out where direct mail can enhance them reveals new opportunities.
Consider this as you look for new ways to improve your pipeline during these times of uncertainty.
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