How Has B2B Direct Mail Evolved Over the Years?

In What Ways Have B2B Direct Mail Evolved: 5 Examples to Help You Understand

One can notice the B2B direct mail evolution in many ways, including

Your Mail Design

We can see a massive shift in the mail artwork, from vintage-styled low-resolution pictures with subtle colours to bright and crisp images. As you can see in Montgomery Ward’s catalogue design, most mailers in the 1890s and early 1900s were black and white scribbles. 

Today, B2B direct mail has evolved to use bold images and icons that replace text. Also, there is ample white space between the pictures and messages to help readers understand where to look. 

The Message: From Lengthy to Short and Attention-Grabbing

Sending long messages is no longer trendy because readers need help remembering them. Instead, B2B brands have started using bite-sized content with catchy words and headings to appeal to the concerned people from their prospective brands. 

Since people don’t have the time to read a lot, companies send quickly-consumable messages they can recall. 

At PostGrid, our team meets many clients who say—

“It seems like our mail recipients don’t read the letter.” 

And

“We want our messages to be memorable, but it never happens as the client has zero knowledge when our sales managers call them.” 

In the 1900s, people would read everything, irrespective of how long it was. It could be a newspaper or a mailing catalogue of 200 to 500 pages. People considered it to be a pastime.

Today, expecting it from your clients is a long shot. Thus, B2B direct mailings have adopted the “less is more” trend. 

Print a few attention-grabbing sentences in your letter or postcard, and see the recipient discussing them with others. 

Call-to-Actions (CTAs) and Offers

You can expect your mail recipients to reply to your marketing messages only when you include an upfront CTA and offer. What should your prospects do when they get your mail and are interested in buying from you? 

Also, what can you provide them in exchange for completing the CTA? 

Back then, companies would ask their clients to call or book an appointment to meet them. Though these CTAs are still viable today, B2B businesses have added a lot more options to their list, like

• “Scan the QR code to visit our website.” 
• “Click on the link for more details on our ABC solution.” 
• “Fill out the inquiry form to get started.” 
• “Download our whitepaper for more information on our processes.” 

Using these CTAs is possible when you rely on PostGrid to prepare, print, and mail your marketing items. We help you create fully-tracked campaigns with technologically-backed CTAs for end-to-end visibility into your campaign’s performance. 

Data-Driven Campaigns and Personalization

Using client data to personalize campaigns was barely an option before. It was only recently that personalization became a thing. 

Now, clients demand personalization to receive promotional messages that best suit their needs. Companies also conduct data-driven campaigns and reach relevant prospects to save money and energy. 

They can mail to a few people most likely to convert instead of using the blanket approach and hoping someone responds. 

Imagine you want to promote your upcoming trade event about architecture and interior design to clients. Try putting yourself in their shoes and thinking about what you would prefer. 

Would you like to get a generic invitation that makes it seem that the company is completing a formality? 

Or would you love to get a postcard invitation with your and your company’s names and a short message highlighting how your presence is valued? 

If your answer is the second option, you already know how much B2B direct mail has evolved. Your clients have high expectations of you, and personalization is the way to go. 

Thankfully, PostGrid’s modern variable data printing capabilities help you add spark to your campaigns with grade-A personalization that can impress your clients. 

Environmental Considerations

Since businesses would mail hundreds of thousands of people in the past, the environmental impact of these campaigns was irreversible. Think about the paper waste they would create! 

With increasing concerns about direct mail’s influence on the environment, B2B businesses have become conscious of the paper and other materials they use. 

PostGrid helps companies use sustainable methods of printing and mailing items, reducing their carbon footprint. 

From using recycled paper to planting trees, PostGrid guides you through switching from random and costly mailings to intelligent and effective campaigns.