B2B Marketing News

Posted by Jason Boxall on 13 Feb 2024

In the age of digital marketing dominance, it's easy to overlook traditional methods like direct mail. With the rise of email, social media, and other online channels, some may question the relevance of physical mail in today's Account-Based Marketing (ABM) strategies. However, contrary to popular belief, direct mail continues to hold a valuable place in ABM activities, offering unique advantages that digital channels simply cannot replicate.

Here's why direct mail remains a powerful tool in your ABM arsenal:

1. Tangible Impact: In a digital world cluttered with emails and online ads, physical mail stands out. A well-designed direct mail piece has a tactile impact that digital messages often lack. It can grab the recipient's attention and leave a lasting impression, making your brand and message more memorable.
2. Personalisation: Just like personalised digital content, direct mail can be highly tailored to individual recipients. With ABM, where the focus is on targeting specific high-value accounts, personalised direct mail adds a personal touch that resonates with decision-makers. From using the recipient's name to referencing specific challenges or interests, personalisation increases engagement and response rates.
3. Complementing Digital Efforts: Direct mail shouldn't be seen as a standalone strategy but rather as a complement to your digital ABM efforts. Integrating direct mail with other channels such as email, social media, and targeted advertising creates a multi-touchpoint approach that reinforces your message and strengthens brand awareness. For example, sending a follow-up direct mail piece after an initial email or social media interaction can help reinforce your message and drive conversions.
4. Higher Response Rates: Despite the prevalence of digital communication, direct mail consistently boasts higher response rates than many digital channels. According to the Data & Marketing Association (DMA), the average response rate for direct mail to a house list is around 9%, compared to just 1% for email. This higher response rate can lead to increased ROI and a greater impact on your ABM campaign's success.
5. Physical Reminders and Brand Presence: Unlike digital messages that can be easily ignored or forgotten, physical mail occupies physical space and often lingers in the recipient's environment. Whether it's a creatively designed postcard, a branded package, or a thoughtful gift, direct mail keeps your brand top-of-mind and reinforces your presence in the minds of key decision-makers.
6. Measurable Results: Contrary to the misconception that direct mail is difficult to measure, advancements in technology now allow for robust tracking and measurement of direct mail campaigns. With tools like personalised URLs (PURLs), QR codes, and unique promo codes, you can track response rates, website visits, and conversions resulting from your direct mail efforts, providing valuable insights into campaign performance and ROI.
7. Segmentation and Targeting: ABM is all about targeting the right accounts with personalised messaging, and direct mail offers unique opportunities for segmentation and targeting. By leveraging data insights and predictive analytics, you can identify high-value accounts and tailor direct mail campaigns to address their specific needs and pain points, increasing relevance and effectiveness.

Conclusion

While digital channels undoubtedly play a crucial role in modern marketing strategies, direct mail remains a relevant and effective tactic, especially in the context of ABM. Its tangible impact, personalisation capabilities, ability to complement digital efforts, higher response rates, physical reminders, measurability, and targeting opportunities make it a valuable addition to any ABM campaign. By integrating direct mail into your ABM strategy, you can enhance engagement, strengthen relationships with key accounts, and drive tangible results for your business.