Guest post by MHI
Our friends over at MHI put together this great guide to embracing direct mail within your B2B marketing strategy. At SparkLayer, we’re all about modernising processes, but it’s important to keep B2B ordering accessible to customers who prefer more traditional order methods, too.
By using tools like our Sales Agent feature (designed for Sales reps to order on behalf of their customers) and embracing traditional outreach methods (like direct mail), wholesale brands can ensure no buyer is left behind. Let’s dive in…
Don’t overlook direct mail
In the digital age, many businesses are so focused on AI and other online tools that they overlook one of the most effective conversion methods - direct mail (DM).
When done right, combining DM with a powerful eCommerce platform can aid you in nurturing your long-standing customers so they remain loyal - without losing the personal touch they trust.
If you’re not using DM as part of your B2B strategy currently, it could be a new way to engage and convert new customers online. It’s a blended approach that brings tangible results.
Use direct mail to keep customers engaged
Despite the ongoing modernisation in the current climate, direct mail is making a comeback! In an age when consumers’ attention is pulled in many directions, physical mail feels more personal and stands out.
In fact, direct mail has a 4.4% response rate, far higher than email’s 0.12% - and 42% of recipients read or scan it. Whether it’s a catalogue, flyer, postcard, or letter, DM gives you a way to stay top-of-mind with existing customers while reinforcing your brand’s credibility.
Consider sending DM to prospective customers to tell them who you are, what makes you different, and why they should order your B2B products from you. You can also send mail to existing customers if they haven’t ordered from you for a while; a gentle nudge can go a long way. DM is also an excellent way to share upcoming promotions, new products, and more!
Upgrade your eCommerce presence with tools like SparkLayer
Once you’ve (re-)engaged your target audience through DM, the next step is to offer a frictionless buying experience. That’s where tools like SparkLayer come in.
SparkLayer allows you to modernise your B2B operations by integrating eCommerce capabilities (like custom pricing, quick reordering, and personalised product visibility) directly into your website.
Better still, SparkLayer’s Sales Agent tool lets your team place orders on behalf of customers, making it easier for those who aren’t quite ready to shop online themselves. This is yet another way of connecting with customers who prefer more traditional ordering methods and works well in conjunction with direct mail.
Combine offline engagement with online ordering
One smart strategy: use direct mail to grab your audience’s attention, and include a call to action to seamlessly transition your customer online.
For example, send a targeted piece of mail with a QR code. When the buyer scans it, they’re taken to a tailored online ordering portal powered by SparkLayer - where your Sales team can step in to assist if needed.
This blend of high-touch and high-tech delivers both trust and convenience, and is a proven way to keep customers loyal, happy, and ordering more often.
Meet customers where they are
More and more B2B buyers are working remotely and managing purchasing decisions from home. This is an opportunity for you to meet them with traditional targeted mail delivered to their doorstep.
Pairing targeted physical mail with a seamless online B2B experience could speed up the purchase journey and drive sales. You can also send mail to their office or workspace - they may be likely to read it as they’re already in work mode, meaning it’ll have more impact. Test out both methods and see what works best for your buyers! Think: offline introduction, online conversion.
Final thoughts
B2B doesn’t have to be either traditional or digital - in fact, it’s most successful when blending both.
By using direct mail to build relationships and SparkLayer to streamline buying, you can create a hybrid strategy that converts more customers, faster. It’s not about replacing the old with the new - it’s about upgrading the entire experience.
Learn more about MHI and direct mail.