Direct Mail: Direct Mail Response Rates Soar With Dimensional Mailers in Business-to-Business Lead Generation

Direct Mail Response Rates Soar With Dimensional Mailers in Business-to-Business Lead Generation

Written by Alan Sharpe

The toughest job you face as a B2B direct marketer is reaching your prospect with your message. Reaching C-level executives is particularly difficult because they employ mailroom staff and executive secretaries who screen their mail, or your mail, depending on how you look at it. So unless your direct mail lead generation letter or postcard or self-mailer stands out from repparttar

rest, it won’t reach repparttar 150687

desk of your potential client.

That’s why dimensional mailers are one of repparttar 150688 most effective ways to reach elusive prospects with your sales message. A dimensional mailer is simply one that has more than two dimensions. Unlike a letter, postcard or self-mailer, it has three dimensions. Dimensional mailers are usually boxes, but they can also be sturdy envelopes that have something three-dimensional inside. These kinds of packages are also known as “lumpy mail.”

Dimensional mail is effective because it stands out. It gets attention because it doesn’t look like everything else that repparttar 150689 executive is receiving that day. Dimensional mail is also effective because it always gets opened. I am confident in predicting that no one who receives a box 36 inches long, 9 inches wide and 5 inches deep, bearing repparttar 150690 prospect’s name and job title on repparttar 150691 top and an intriguing headline, is going to pitch repparttar 150692 box in repparttar 150693 trash unopened. Innate human curiosity is too powerful for that.

TIPS FOR PRODUCING DIMENSIONAL MAILERS

Use a standard size of box if possible to save on printing costs (talk to a printer)

Put something in repparttar 150694

box that is valuable, or fun, or both

Make sure what’s in repparttar 150695

box ties in with what you are selling

Make your sales message inside repparttar 150696

box easy to find and easy to understand

Free Sample Sales Letter: Example of How to Write a Persuasive Business Marketing Letter

Written by Alan Sharpe

Here is an example of a business-to-business sales letter mailed to auto dealers by a firm that markets gift cards that replace paper gift certificates. Anything in brackets [like this] did not appear in repparttar

letter but simply appears to describe repparttar 150629

mechanics of repparttar 150630

letter

Author: Alan Sharpe

Target audience: General managers of auto dealerships

Mailer: Sharpe AutoCards [a fictional company for repparttar 150631 purposes of this sample letter]

Purpose: Generate appointments for salespeople

[MAILING ENVELOPE]

[Is 5 x 9 inches in dimension and has a window, through which appears a portion of a gift card, personalized with repparttar 150632 prospect’s name. The envelope has a teaser headline: Inside: A win-win-lose proposition for your auto dealership.]

[LETTER]

[Is 8 1/2 x 11 inches, copy on both sides]

December 27, 2007

Brad Carling, General Manager

Tri-City Chev-Olds

123 Any Street

Anytown OH 12345-9163

[Right here, beneath repparttar 150633 prospect’s name, is affixed to repparttar 150634 letter a sample auto gift card, personalized with repparttar 150635 prospect’s name, and this headline: As you can see, this card has success written all over it.]

Dear Mr. Carling:

Go ahead, pull this amazing little card off repparttar 150636 paper.

It’s made of plastic. It costs you $2 to buy. But it’s worth repparttar 150637 price of a new car, sold off your lot. This card is worth repparttar 150638 lifetime value of a loyal customer. In sales, service, parts, accessories and referrals. And goodwill. And free word-of-mouth advertising.

Hold it in you hand for a minute, and think of your competition. Consider your revenue goals for repparttar 150639 next quarter. Do you need to increase your new and used vehicle sales? Boost your parts & service department revenue? Multiply your accessories department revenue? Retain customers after their warranty runs out?

This card will help. Big time. It’s a vital part of Sharpe AutoCards, a custom-branded loyalty and gift card program that generates revenue for your dealership. But first, how it works.

Take a look at repparttar 150640 front of your card. As you can see, you customize repparttar 150641 card to match your dealership’s brand image and visual identity. Now turn it over. See that magnetic stripe across repparttar 150642 back? It stores information about repparttar 150643 card’s dollar value and each transaction.

You hand cards like this to everyone whose business you want to attract and whose loyalty you must keep. Walk ins. Be Backs. Looky-Lous. Current customers. Even former customers. They all use repparttar 150644 card to buy products and services at your auto dealership only.

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