XANT’s Direct Mail feature release has been featured in the DemandGenReport.com, the publication of record for B2B marketing professionals. The feature allows sales professionals to send direct mail right from the CRM software. The automated direct mail feature saves time and money in the sales prospecting process.
Leaders Are More Likely to Respond to Direct Mail
The direct mail feature release corresponds with the “State of Direct Mailer” research from XANT. The study of 330 sales professionals shows how direct mail is used in B2B campaigns and how effective it is. According to the study, 65% of leaders said they are more likely to respond to direct mail communication.
However, only 38% of companies are using direct mail, and only 30% are using it in their prospecting activities.
“Hand-written notes and gifts are extremely powerful and significantly underutilized as a sales tool,” said Gabe Larsen, VP of XANT Labs, in a statement.
“By ‘slowing down’ the client-sales rep relationship with a personalized note through our Playbooks, we can get higher engagement and speed up a sales organization’s ability to sell more.”
Direct Mail vs Email
Overall, direct mail had the highest perceived response rate among any communication method. About 66 percent of respondents said they were likely to respond to a direct mail piece. This was 34.7% better than the perceived response rate with email.
Interestingly, leaders follow a similar pattern as the general audience as 65.6% of leaders said they were likely to respond to direct mailers. As far as which direct mail is more effective, we got some info for you:
- Respondents were most likely to respond to handwritten notes (77.1% say they respond to this type of direct mail)
- Pens and mugs were the most popular gifts
- Amazon and Starbucks were the most popular gift cards
- Cheap gifts with a perceived value under $11.40 (average) reflected poorly on the response rates and the image of a company sending the gift.
Respondents said they were more likely to respond to useful gifts (47.3%) than edible gifts (3.7%).
Click to read more about the findings of the “State of Direct Mail” research.