News
 7
Ideas for More B2B Direct Mail Sales Leads
By M. H. “Mac” McIntosh
What are the top seven ways to generate more
business-to-business direct mail sales leads? Use
these tips from sales lead expert Mac McIntosh for
increasing direct mail marketing response.
When I provide direct mail marketing solutions for
my clients, I have found that these tips increase
direct mail sales leads and response.
1. Be sure to include a cover letter whenever you
are sending printed literature to prospects or
customers. Use the cover letter to acknowledge the
request, give a few bullets of feature/benefit copy
and specifically ask the reader to take the next
action.
2. Always include “where to buy” information in your
direct mail packages (email too) if you sell through
field sales people, independent representatives,
resellers or distributors. Some options are a list,
maps, and merging the appropriate information right
into the cover letter. Be sure to include the sales
contact’s name, title, company, address, phone, fax,
and email and Web site addresses.
3. If you are mailing multi-product brochures or
catalogs to inquirers who asked about a specific
product, mention the appropriate page numbers in the
cover letter, or use a Post-It(R) Note or paper clip
to mark the pages.
4. If your company’s business-to-business sales are
influenced by more than one contact a prospect
company, consider including a question on all reply
forms asking for the names of others at their
company who would like to receive information on
your products or services. Then add these people to
your mailing list or database for future mailings.
5. If you mail a free newsletter or catalog to
prospects or customers, include a built-in reply
card or coupon that can be used by pass-along
readers to request their own subscription.
6. Re-qualify your newsletter or catalog
subscription list by periodically including a reply
card or form requesting that readers confirm their
interest in continuing to receive the newsletter. Be
sure to ask readers to update their title, address,
phone, fax and email address. Also include a few
qualifying questions about their product interest,
application, buying role, time frame, etc.
7. Consider asking the people on your mailing list
which way they would prefer to receive future
information and updates: Mail, fax or email? If you
are prepared to deliver information by email or fax
you can shorten the delivery time, and sometimes
save a bundle on printing and postage.
Put these tips so work in your direct mail marketing
solutions, and you should see growth in your sales
leads, responses—and your bottom line.
--- M. H. “Mac” McIntosh is president of Mac
McIntosh Inc., a sales and marketing consulting firm
specializing in helping companies get more
high-quality sales leads and turning them into
sales.
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Melissa Data
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