When most entrepreneurs assume outbound advertising, they assume emails, paid promoting, and different digital campaigns geared toward participating their target market. We’ve written at size about how efficient these techniques might be — however at the moment, we’re speaking a couple of completely different sort of selling marketing campaign.

Unsolicited mail is among the very first outreach methods employed by companies. It’s additionally a tactic that many trendy companies have deserted in favor of extra environment friendly, cost-effective digital techniques. However very like direct dial communication, unsolicited mail is under no circumstances outdated: 39% of shoppers say they’ve tried a enterprise for the primary time because of unsolicited mail advertising (supply).

For at the moment’s submit, our associates at Topline Movie are right here to share a few of their most memorable unsolicited mail campaigns. Maintain studying!

5 Distinctive B2B Direct Mail Campaigns from Topline Movie

As a video manufacturing firm that sells to different companies, we’ve been doing B2B outreach for nearly a decade. As is the character of outbound advertising, a few of our campaigns have been extra profitable than others. 

So, we thought we’d share a couple of of our most memorable outreach campaigns — some that labored, and a few that didn’t — and clarify what invaluable classes we realized from each. Let’s get into it! 

1. Toolkits

The primary of our inventive outreach concepts was one among our most profitable. We despatched packages to 50 of our prime prospects, with every package deal containing a mini-toolbox. The catch was, we eliminated a set of pliers from every toolbox, and despatched a message which learn, “One thing lacking out of your advertising toolkit? We now have it!”

The marketing campaign was successful, because it generated a variety of optimistic buzz — and extra importantly, it generated income. The toolkits led to us reserving 5 conferences, finally successful two new prospects. The entire marketing campaign price us £400, and we generated over £50,000 in income. An amazing return!

2. Cookies

As we stated earlier, not each outreach marketing campaign is a winner — and our subsequent instance is one which didn’t pan out in addition to we hoped. The thought was easy sufficient: we despatched 100 branded cookies that includes footage of our workplace canine to 100 gross sales prospects.

Sadly, the cookies appeared to bother lots of the prospects we despatched them to. Possibly they didn’t style nice (we by no means sampled them!) Some arrived damaged, whereas others arrived on the incorrect tackle. We even acquired some follow-up calls, together with one from a prospect who informed us the cookies have been a cheesy gesture. The marketing campaign price round £250, however didn’t straight generate any new alternatives for our enterprise.

3. Natural Jam

This subsequent concept stemmed from a marketing campaign through which we explored utilizing video (and our sister search engine marketing company’s companies) to assist enhance natural visitors. So, we despatched jars of natural jam to our prime 50 prospects, together with a be aware which requested them in the event that they wanted assist with natural search.

Crickets. Both the “natural” theme was misplaced on individuals, or they merely weren’t out there for an answer to assist them with natural search visitors. For no matter purpose, the marketing campaign didn’t work. We spent round £250 and obtained nothing in return.

4. Video Distribution Guides

For our subsequent outbound marketing campaign, we transformed our information to constructing a video distribution technique right into a printed e book. We despatched this information to 30 particular person prospects. The aim of this marketing campaign was to supply prospects with a helpful piece of content material to depart on their desks. In different phrases, we wished to supply worth whereas additionally preserving our model entrance of thoughts.

This marketing campaign price us round £170 and resulted in two conferences, one among which transformed right into a buyer. That buyer has spent over £30k with us and likewise referred us to 2 new prospects. In different phrases, this marketing campaign was an ideal funding.

5. Personalised Video Playing cards

This final instance was by far our costliest marketing campaign — but additionally our most profitable. We despatched out 200 customized video playing cards which talked about every prospect by identify and included a unusual rationalization of our video manufacturing course of. These playing cards have been novel and memorable; it’s not day-after-day individuals obtain a video within the mail. 

Using expertise made this fairly an costly marketing campaign, but it surely was price it. Of the 200 playing cards we despatched out to our goal prospects, 40 led to conversations for a conversion price of 20%. 9 of these 40 prospects have develop into prospects, with 14 extra nonetheless ongoing. We’ve generated over  £300k in income because of this marketing campaign, including some large firm logos to our consumer record. Not dangerous for a marketing campaign which price round £9k!

6 Takeaways from These B2B Direct Mail Campaigns

Topline has been in a position to make outbound advertising a key part to the expansion of our enterprise. We’ve realized invaluable classes from every marketing campaign, from the foremost successes to the disappointments. Listed here are some key takeaways which may enable you to with your individual direct advertising technique. 

1. Don’t surrender if a marketing campaign falls wanting your expectations.

Not each marketing campaign will likely be a powerful success, as proven by a couple of of the examples above. That’s okay! When a marketing campaign falls brief, study out of your errors and transfer on. 

Don’t abandon outbound advertising completely after your first failure. As a substitute, attempt to determine why it didn’t go as deliberate and what you are able to do in a different way the subsequent time. If attainable, attempt to accumulate suggestions from a few of the prospects you reached out to. They’ll typically present insights you by no means thought-about when planning your campaigns. We’ll put it this manner: if we had given up after the natural jam letdown, we might’ve by no means tried the video playing cards!

2. Be intelligent and distinctive, however at all times present worth.

Your outbound campaigns ought to be distinctive and in contrast to the opposite advertising techniques a prospect will encounter day-after-day. An amazing outbound marketing campaign pushes prospects to unfold the phrase amongst their friends and on social media as a result of they have been so impressed by the distinctive concept.

However, watch out to not stray too far into gimmicky territory. The very last thing you need is for prospects to understand your model as foolish, contrived, or worse, unprofessional. Even if you happen to’re simply sending individuals a enjoyable care package deal or lighthearted message, be sure you’re providing one thing of worth.

3. Begin small.

You may need an ideal concept for an enormous outbound advertising marketing campaign, however don’t rush into an elaborate, costly mission in your first try. Earlier than you launch that marketing campaign focusing on 1,000 prospects, begin with a trial run which targets solely 100. You’ll be capable of study, adapt, and scale your outcomes moderately than blow your complete price range instantly.

4. Be sure you have entry to up-to-date prospect info.

It’s not at all times a very good factor to be memorable — some outreach campaigns stand out in all of the incorrect methods. The worst factor you are able to do is ship one thing to the incorrect particular person or a incorrect tackle and find yourself irritating a prospect or a complete stranger.

Whether or not you ship an electronic mail marketing campaign or unsolicited mail, ensure your advertising database is correct, up-to-date. We realized our lesson after the failed cookie marketing campaign!

5. Develop a follow-up technique.

After all, you need to shock and delight your prospects together with your inventive outbound campaigns. However, that’s not your end-game — you spend all that point and assets so you’ll be able to win new prospects. Meaning follow-up is essential. 

Earlier than you launch your subsequent marketing campaign, decide a gross sales follow-up technique so a rep can attain out to every goal prospect in your marketing campaign. In case your efforts labored, these prospects will really feel positively about your model straight following the marketing campaign — in different phrases, that is one of the best time to contact them and arrange a gathering.

6. Think about the surroundings.

This remaining lesson doesn’t have a lot to do together with your advertising outcomes, but it surely’s probably the most necessary ideas we will supply. In case you’re mailing out a excessive amount of branded gadgets, be sure you’re not doing injury to the surroundings. 

Plastic junk which instantly will get thrown out received’t earn you a brand new buyer, however it could possible contribute to the unfavourable influence of plastic waste on our surroundings. This is among the causes we use video playing cards sparingly, as they’re not probably the most sustainable type of advertising collateral.

Ultimate Ideas on B2B Direct Mail Campaigns

It’s no secret that as of late, the vast majority of B2B advertising campaigns are deliberate and executed throughout digital channels. However it’s necessary to recollect the distinctive attraction of direct outreach: sending your prospects one thing within the mail, stunning them, giving them a tangible reminder of your model. 

We hope you have been impressed by Topline’s tales of their very own campaigns in at the moment’s weblog. And keep in mind: each marketing campaign, whether or not it’s successful or a failure, teaches you invaluable classes that enable you to enhance your advertising technique.

Contact our gross sales group at the moment to learn the way ZoomInfo can enhance each step of the go-to-market course of with our main B2B contact database.

Jamie Discipline is a video strategist, manufacturing specialist, award-winning producer/director and MD of video manufacturing firm TopLine Movie. She love creating content material that helps corporations develop.