- MAILING TO BIG BUSINESSES
- –USE CONTACT NAME & JOB TITLE
Using a “contact name AND job title” is one way to increase the odds of your business mail getting into the hands of your target. Unlike small companies, the people handling the mail probably don’t know the name of the president, vp, marketing director, etc.
- –MAIL MULTIPLE PIECES
Sending one mail piece into an office building with 500 employees is like dropping a bottle with note into the ocean and hoping it gets to the right decision maker. Decisions at big businesses are made and influenced by multiple players, so to increase your odds of being recognized send your business mail to multiple contacts. Some of our clients often send 5 to 10 mail pieces to one company … making sure that all the key players (owner, president, vp, marketing director, sales director, etc) see their message. This simple step makes a huge difference.
97% of all businesses have less than 50 employees … meaning America is truly a country of small businesses. Mailing to these small businesses is effective since your business mail won’t get loss in the mail room … because there is no mail room. The secretary who opens the mail will probably walk down the hall and hand your business offer to the president. Unlike mailing to small businesses, a mail campaign to big businesses requires a bit more effort.
BUSINESS PHONE NUMBERS
Always get business phone numbers when ordering a business mailing list. The first reason is that business phone numbers are cheap when added to a business mailing list order. The second and more important reason is that study after study has shown that you’ll get more business leads if you compliment your business mailing list with telemarketing. And even if you don’t have the time/money to call the entire business list, you should at least a find some way to call the “prime” business prospects; the prime prospects typically represent less than 20% of all business prospects; your prime business prospects deserve more than one mail piece. During slow periods you could have staff members make calls to collect information … NOT to sell … but simply to collect key information (update contact name, fax number, email address, etc.).
PRIMARY BUSINESS ACTIVITY
“Primary” refers to the primary function of a business. For example, a gas station may sell snacks … BUT their “primary” business function is gas … NOT groceries. Not specifying primary business function is THE most common mistake marketers make when ordering a business mailing list. People selling business mailing lists will often not even mention the option to select primary or secondary … since a primary selection will reduce the number of names that you order … thus their commission. Here at DMDatabases we train all representatives to advise clients to use the primary business function when selecting a business mailing list.
BUSINESS MAILING LIST SEGMENTATION
Businesses within every single market are different in some way. All plumbers are not the same! All clothing retailers are not the same! These differences represent a marketing opportunity, so when ordering your business mailing list be sure to take advantage of the many business stratification elements available with a business mailing list. For example, you can generate more qualified business leads if you create different sales letters relative to the size of the business. Along with employee size, you may consider segmenting your business mailing list by years-in-business … as you may want to offer a very strong offer to established companies who probably already have a relationship with a competitor … and a low cost offer to the newer businesses. Bottom-line, there’s an array of successful marketing strategies when using the stratification factors available with a business mailing list.