Direct mail can be used for other reasons besides making a direct sale.
B2B direct marketing enables you to talk directly identify, isolate and represent with well-defined target markets. This means you get a higher conversion and success rate than if you tried communicating to everyone in the mass market. And direct marketing online is also far cheaper than mass market communication.
B2B direct marketing doesn't just have to be used to sell - it can be used to test new markets and trial new products or customers, to reward existing customers to build loyalty, collect information for future campaigns, or segment a customer base.
The cost per acquisition of direct mail can be significantly less than other marketing methods. Plus once you've acquired a customer, you can also benefit from highly profitable repeat sales, gained once again through marketing methods.
Ease of Management
It provides greater control and accountability than other marketing methods. It is easy to measure results because you know exactly how many people you've contacted in the first place. Once you've run a direct marketing campaign and know the conversion rates involved, you can work on refining and improving your success rates. Plus it also makes it easier to plan, forecast and budget for future direct marketing campaign.
Direct marketing is both swift and flexible in achieving results. This is especially true for telemarketing, one of the direct marketing tools, as the results of a conversation can be logged immediately and scripts adjusted straight away to improve results.
It allows you to test, test and test again in order to hit upon the most successful combination of direct marketing tools. Any of these variables such as timing, list, message, mailer and offer can be adjusted, tested again, and measured to find the optimum proposition.
Direct marketing is far more effective at initiating and developing a meaningful dialogue with new customers. From the outset you have a direct relationship with them, which can also be used as part of a push pull strategy to stimulate demand for retailers.
Targeting of Messages
It can enable you to target different messages to different recipients. Using technology such as digital printing, it's even possible to display different images, designs and offers in a direct mailer according to who it's being sent to, as well as personalising the mailer to the recipient to increase conversion rates.