Infographic: B2B Direct Mail

Erik Kostelnik

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.

b2b direct mail

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.

Sources Cited

  • 87% of B2B marketers agree that taking an account-based approach delivers a higher ROI.
  • Only 38.5% of B2B companies report using direct mail and 18% of their budgets are allocated towards it.
  • 40% of SDRs consider prospecting as one of the most dreaded activities, beating closing a deal (36%).
  • As only 20-30% of emails get opened, you can ensure your contacts are getting the message by following up with direct mail, which has an open rate of 90%.
  • 97% of all business calls now go straight to voicemail.
  • Only 44.2% of companies send printed or handwritten notes.
  • In a survey 77.1% reported they are likely to respond to handwritten notes.
  • 90% of Americans have a positive response to receiving personal cards and letters.
  • And 73% of American consumers say they prefer being contacted by brands via direct mail because they can read it whenever they want
  • Direct mail recipients purchased 28% more items and spent 28% more money than people who didn’t get that piece of direct mail
Account-Based Marketing
Erik Kostelnik

Erik Kostelnik is the co-founder and CEO of Postal, an Offline Marketing Automation platform that generates leads, increases sales, and improves customer retention. Prior to, Erik founded TextRecruit, one of the fastest-growing HR technology companies in the world, leading it to acquisition in 2018 by iCIMS, Inc. He also served as the Head of Sales at Wrike from 2014 to 2016 helping it reach #116 in 2015 Deloitte Fastest 500. Erik was named an Upstart 50 Top Inventor by the Silicon Valley Business Journal in 2017 and lives in San Luis Obispo, CA with his wife and three kids.