A few days ago in the mail, I received a white padded envelope addressed to my business. It contained a single-page B2B marketing 8 1/2″ x 11″ letter and an 8GB jump drive.
It’s a great B2B direct mail package. Using a padded envelope makes it a “dimensional” or “lumpy” mailing package, which pretty much guarantees it will get opened. It also contains a something-for-nothing gift, which everyone loves.
On the label of the mailing package is my company name and address, and under that it reads “Attn: Susan Fantle.” Definitely personalized, with my name, which is also a best practice. Plus, it wasn’t cheap to send. The first class postage came in at $1.10. That doesn’t include the cost of the envelope, the production or the jump drive.
The B2B company sending the package kept their name subtle and understated by having a small line at the top of the label that read: Symantec, and their address.
The package uses best practices all around, so I was impressed. The B2B marketing letter inside the envelope, which was not personalized, opened with:
“Congratulations! I’m delighted to let you know that you are one of the first respondents to our recent offer. That means you are the lucky winner of the enclosed free gift!”
My response to the opening line was “Yikes!” I have no clue what offer I had responded to that made me a winner. Then the letter goes on to say:
“Symantec Website Security Solutions is the choice for leaders in online security.”
That’s very nice of them to say, but I’m not a leader in online security and never have been. I’m a B2B marketer. I do subscribe to a few online technology publications to try to keep up with the industry a bit. But, in order to subscribe, those publications make me fill out an extensive form that would reveal instantly I am not a technology buyer. Anyone renting those lists could easily have selected IT titles only and not wasted $1.10 in postage and more sending me the package and the free drive.
But that’s not the only thing that made me say “yikes.” The enclosed jump drive was BLANK! The B2B marketer behind this effort missed a huge opportunity to include a video, a brochure, a case study or any number of strong communications that would have expanded the sales message. Most marketing specialty firms that provide branded jump drives will record messages on them for their buyers. So that would have been pretty easy to do.
Symantec is a respected company, with fine products. But whoever managed this B2B direct mail missed three basic best practices: properly target, remind people of what they did online to gain the marketer’s interest, and make full use of the power of the free gift.
It’s possible that this campaign may get into the hands of enough qualified prospects to generate enough business to pay for the cost of the campaign. But I believe that every marketing effort should attempt to maximize that response. That means doing everything right.