We just can’t get enough of Demand Gen Report’s recent article on the growing role of direct mail in 2016 marketing. Carol Krol, DGR’s Editor-in-Chief, explains that B2B marketers look to increase direct mail’s part in their lead gen efforts due to its novelty when compared to the cramped email inboxes of many potential buyers.
While some marketers will continue to duke it out by firing off email after email, others are investing in the addition of highly trackable direct mail to make a bigger splash with prospects. They know that while the costs may be higher than email, the reward is worth it.
As Krol writes: “Malinda Wilkinson, CMO of Salesfusion and one of the 20 execs who commented on DGR’s 2016 State of Marketing Automation Outlook Guide, said her company is using direct mail to stand out.” And because direct mail provides conversion rates of 10-15%, Wilkinson doesn’t plan on shutting down her dimensional mail sends anytime soon.
What executives like Wilkinson realize is that dimensional mail packs a serious marketing punch. A high-end package containing a gift and a personalized note may cost you a few dollars, but if it gets the attention of a C-level exec who eventually signs a dotted line, the ROI will speak for itself.
You can dive deeper into the article here.
If you’re interested in learning how direct mail can fit into your marketing mix this year, head on over to our resources page. Or, give us a call and let’s talk about putting the power of direct mail to work for you!