In a landscape saturated with email marketing, many software as a service (SaaS) businesses are finding that this once-effective strategy is no longer driving the leads that it used to. With inboxes overflowing, it’s become increasingly difficult to capture the attention of potential customers through email alone.

Enter direct mail. There is power in print promotions to help drive engagement around your B2B marketing efforts. We’re seeing more and more marketers beginning to recognize its value, with 75% of marketers reporting reallocating some of their marketing budget into direct mail in a recent marketing report by RRD.

Spoiler alert: the rising popularity of direct mail doesn’t mean you should abandon all digital marketing efforts. The beauty of direct mail lies in its ability to enhance your existing digital efforts, contributing to a well-rounded omnichannel campaign with multiple touchpoints that leave a lasting impression for business prospects.

Direct Mail Makes for B2B SaaS Success

As a B2B SaaS marketer, several of your day-to-day strategies can be enhanced by direct mail. Incorporating the direct mail channel into your overall strategy can help messages stand out and make a lasting impression on decision makers. A tangible piece of direct mail also cuts through the noise and demands attention. The physical aspect allows you to reach key leaders who might not be actively seeking your product online. Using direct mail can also help to amplify highly personalized messages tailored to your target’s specific needs and challenges. Direct mail serves as a proactive and strategic touchpoint for marketers – allowing them to initiate contact with leads at a time when they will have a high propensity to buy.

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Is Direct Mail Right For You?

If you’re just getting started with direct mail, here are some specific instances where it can be especially beneficial for B2B SaaS companies:

• Targeted Acquisition: Direct mail can effectively help your brand reach niche audiences like specialized programmers or organizations with unique needs and business applications.
• Product Launches: Generate excitement for new product releases with targeted mailers to existing and past customers.
• Cross-Selling: Promote bundles of related products and services or exclusive offers on additional products through mail pieces.
• Event Invitations: Create exclusive, personalized invitations for conferences or events that carry more weight than an email.
• Customer Onboarding: Welcome new customers with a branded package containing valuable resources and tangible mementos.

Direct Versus Digital

Well-designed direct mail campaigns often achieve higher open and retention rates than digital marketing tactics alone, making them a powerful tool for capturing your audience’s attention and leaving a lasting impression.

There’s no need to choose between direct mail and digital channels. In fact, combining efforts across channels has been shown to boost response rates significantly by as high as 63% according to Postalytics. SaaS marketers can get started by simply incorporating direct mail into an integrated channel strategy.

For example, direct mail can be used to re-engage potential customers who have interacted with a brand online by visiting their website but didn’t complete their purchase. This marketing tactic, referred to as direct mail retargeting, combines digital data with traditional mail to send personalized and targeted direct mail based on a customer’s online behavior. This is done in an attempt to persuade the customer to revisit the website and complete the desired action.

Tailoring Your Campaign to the B2B Audience

There’s no “one size fits all” approach when it comes to direct mail and there are some nuances unique to B2B marketers. For example, rather than targeting a single customer, you need to consider a broader audience – including gatekeepers and entire business teams. To this point, we’ve found that messaging that’s highly data-driven tends to resonate best with the B2B audience.

Performance metrics for B2B direct marketing differ too. B2B campaigns often justify higher spending on multi-touch or omnichannel marketing due to the greater value of each response while typically seeing lower overall response rates compared to consumer campaigns.

When strategically implemented, direct mail can be a great tool for generating leads for B2B SaaS companies, helping you reach decision-makers, enhance brand awareness, and ultimately drive sales for your organization.

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