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With myriad options available to reach your prospects, how do you give your message the best chance to succeed? Email has been the method of choice for many businesses, but its popularity has created a deluge of messages in your prospects’ inbox. Every Constant Contact commercial reminds your prospect of how easy and affordable it is to send emails…does that send the right message when you’re looking to stand out? They might feel that they are one of 10,000 recipients instead one that you really care about.

As a result, the pendulum is swinging back to the dimensional direct mail piece because of its ability to stand out and convey your message with maximum impact. By putting in the extra effort and budget to reach out to your top prospects, your business can put itself in the middle of their decision-making process, set the stage for additional telephone, email and direct mail outreach, and build a stronger brand.

There are several best practices that we like to blend into the execution of a dimensional direct mail to help maximize its effectiveness in creating conversions and building pipeline.

Draw Traffic to Your Website

By adding a coordinating landing page to your website that complements your direct mail piece, you can share additional information, while also gathering more information from visitors. Your website can encourage further action through offers and resources, and leave a favorable impression with a prospect. Ultimately, in a typical B2B sales cycle, a prospect would make repeated trips to the site so it’s vital to start the process with a strong call to action on the direct mail.

Integrate Social Media

By including your social media addresses in the DM piece, either as a secondary call to action or even the primary focus, your business can increase its followers, which enables easier outreach going forward. While not all of your prospects may be avid Twitter users, chances are there will be some and by broadening your reach, you can be in their line of sight more frequently.

Make a Lasting Impression

When choosing an item to include in a dimensional mailer, be sure to think about short-term and long-term impact. You want to make a big splash when they open the mailer, but if the item is disposable or has a short shelf life, it diminishes its long-term value for your brand. Conversely, if you pick something that lasts and has utility, you to make sure the piece as a whole is eye catching so the item doesn’t become anonymous. You want your brand out to make an immediate positive impact and have it remain on the prospect’s desk, in their car, on their golf bag, etc. so that you can still be top of mind when they enter the right phase of the sales cycle.

Now’s the time to make a great impression with your customers and prospects. Try a dimensional direct mail and see how it can drive results for your business.