Mailer Design for Direct B2B marketing

Published: 23rd July 2009
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Business-to-Business (B2B) Marketing embraces those management activities that facilitate a supplier firm to comprehend, generate, and deliver value to other businesses, governments, and / or institutional customers. In the context of business markets, value can be defined as the worth in fiscal terms of the economic, technical, service and social benefits, a customer firm receives in exchange for the price it pays for a market offering.



Mailer Design largely influences the success of B2B marketing. Including the following points in your direct mail marketing solutions can help you get an effective mailer design- the backbone of successful B2B marketing.



You need to create a mail such that your mailer design stands out from other direct mails and gets noticed. Make sure you include a cover letter whenever you are sending printed literature to prospects or customers. Utilize the cover letter to acknowledge the request, give a few bullets of feature/benefit copy and specifically ask the reader to take the next action. Always add in "where to buy" information in your direct mail packages (email too) if you sell through field sales people, independent representatives, resellers or distributors. A few alternatives are a list, maps, and merging the appropriate information right into the cover letter. Be certain to include the sales contact's name, title, company, address, phone, fax, email and Website Designing. If you are sending multi-product brochures or catalogs to inquirers who asked about a specific product, mention the appropriate page numbers in the cover letter, or use a Post-It(R) Note or paper clip to mark the pages.



In case your company's business-to-business 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 who would like to receive information on your products or services. Add these people in your mailing list or database for future mailings. If a free newsletter or catalog is being mailed to prospects or customers, always include a built-in reply card or coupon that can be used by pass-along readers to request their own subscription. Update your newsletter or catalog subscription list by periodically including a reply card or form requesting the readers to confirm their interest in continuing receiving the newsletter. Also ask readers to update their title, address, phone, fax and email address. Put a few qualifying questions about their product interest, application, buying role, time frame, etc in the mail. Do not forget to ask the people on your mailing list about their preference to receive future information and updates, such as fax or email. Convenience to deliver information by email or fax not only shortens the delivery time but sometimes save a bundle on printing and postage.


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