How to win new customers with direct mail – tips for successful cold calling

Direct mail may sound old-fashioned, but it is an underrated tool in the B2B sector for addressing decision-makers directly. In a world full of emails, a well-crafted letter can stand out from the crowd. But how do you win new customers with cold calling by letter? Here are the keys to success.

1. Preparation: Who are you addressing?

Before you write the letter, research your target group carefully. Who is the decision-maker in the company? What problems does the company have that you can solve? A personalized letter – ideally with a name and specific reference to the company – shows that you have seriously considered the recipient. Mass letters without a goal otherwise end up in the trash.

2. Get attention: The first sentence counts

A letter only has a few seconds to convince. Start with a bang that arouses curiosity or promises added value. Examples:

“Did you know that you could reduce your production costs by 15%?”
“Your competitor X is already benefiting from this – what about you?” Avoid boring phrases like “We would like to introduce ourselves”. Getting straight to the point is the motto here.

3. The writing style: short, clear, convincing

Decision-makers don’t have time for long texts. Keep the letter to a maximum of one page and structure it clearly:

Introduction: State the problem or opportunity (1-2 sentences).
Main part: Your solution and its advantages in 3-4 sentences – concrete, e.g. “With us you save 10 hours a week in accounting”.
Conclusion: A strong call to action (more on that in a moment).

Remain polite but confident and avoid unnecessary technical jargon. Handwritten elements such as a salutation or signature can make the letter more personal.

4. The call to action: simple and direct

The CTA is the heart of your letter. Make it easy for the recipient to respond. Instead of “We look forward to your feedback”, it’s better to say:

“Call me on 0123/456789 to arrange an appointment.”
“Send back the enclosed reply card by March 15th and secure a free analysis.”

A small incentive (e.g. “Free advice for the first 10 responses”) and a deadline increase the response rate.

5. Avoid typical mistakes

Be too general: A letter with no reference to the target group seems unloving.
No added value: Just writing about yourself instead of emphasizing the benefit for the recipient is a no-go.
Poor quality: Cheap paper or spelling mistakes ruin the first impression.

6. Save time with B2B leads from B2BLox

The biggest challenge with direct mail advertising is finding the right addresses. Instead of spending hours researching, you can buy high-quality, verified B2B addresses from providers like B2BLox. This way, you have current contacts that are a perfect match for your target group and can concentrate fully on designing your campaign.

Conclusion

Cold calling by letter is an art: with a strong introduction, a clear promise of benefits and a simple CTA, you can reach decision-makers effectively. Save yourself the tedious address search with B2BLox and your letter will go straight to the right contact person. A well-written letter can open doors - try it out!