A lot of B-to-B direct mail can be deadly dull. But an effort from Namely that promotes how its product keeps employees engaged and motivated is itself pretty captivating.
Mailer Name: Namely
Date Mailed: November 2015
The letter inside tries to make good on that promise, starting with a question in the Johnson Box: “Want to unlock your workforce’s full potential?” The body of the letter continues the optimistic pitch: “[I]t doesn’t have to be so hard … your company culture can be truly great.”
The offer – for a free demo of the company’s HR system and a free eBook – is made at the center of the letter, and repeated twice. It also appears throughout the rest of the package, nearly always showing the eBook's cover and title, "14 Proven Employee Engagement Hacks to Try Now."
The back of the letter breaks down some of the “all-in-one” features of the platform. It mentions their specific benefits, as well as highlights the company’s customer service.
One side of a full-page insert is devoted to promoting the company’s reputation. “Namely is proud to be the HR platform for some of the world’s fastest growing companies,” it says, then shows the logos of several clients. The bottom third of the page includes two testimonials, each short and to-the-point, with a photo and title for each executive. The other side of the insert restates some of the broader benefits of the software.
In B-to-B direct mail, get the prospect to quickly focus on how your product or service can make their work life easier and more productive, then make an irresistible offer.