Direct Mail and New Companies: Why Physical Still Wins in a Digital-First World
When a new business is registered, there’s a short window of opportunity where everything is still up for grabs — suppliers, tools, services, partners. It’s a moment of high intent, but also high uncertainty. And if you’re in the business of acquiring customers early, it’s the moment you want to be part of.
Most marketers look to digital to reach them — but the truth is, that often won’t work. Not at first.
What Companies House Gives You — and What It Doesn’t
One of the most overlooked sources of B2B opportunity is right in front of us: Companies House. Every new business in the UK has to register, and in doing so, they leave a trail of useful data — company name, sector, and crucially, a physical address.
That’s incredibly powerful for direct marketing, because it means you can start targeting these companies before they’ve even built a website or posted anything online. But that’s also the limitation. Because most of these businesses don’t have much of a digital footprint in those first days or weeks.
No ads to click. No keywords to target. No posts to comment on.
And that’s exactly why Direct Mail still matters.
If You Can’t Find Them Online, Find Them On the Doormat
When a new business sets up, the founders are usually doing ten jobs at once. A well-timed, relevant piece of mail — something that actually speaks to where they’re at — has a much better chance of being read than another cold email or banner ad.
It doesn’t need to be flashy. It just needs to be thoughtful and useful. That might mean a short letter explaining how you help startups get set up, or a printed checklist that speaks to common pain points. It might be a simple offer to start a conversation, printed clearly and sent to the right address.
It’s not about shouting louder. It’s about showing up where others don’t.
Direct Mail Isn’t Just “Offline Marketing”
There’s often this assumption that Direct Mail is a bit old-school. But in reality, it fills a gap that digital can’t — especially when there’s no digital trail to follow.
It’s not either/or. It’s about using the right tools for the moment. For newly registered businesses, that moment often belongs to print.
Mail also sticks around. A letter might sit on someone’s desk for a week. It might be passed to a co-founder or saved to come back to. That’s not something most digital ads can claim.
Less Glamorous, More Effective
This isn’t a glamorous strategy. It doesn’t involve shiny ad tech or viral campaigns. But it works.
We’ve seen businesses generate strong early traction by simply sending relevant, well-timed messages through the post. It’s direct, it’s personal, and it’s based on real data — not assumptions.
When you use Companies House data properly, and combine it with a bit of thought about what new businesses actually need, Direct Mail becomes one of the most effective acquisition channels you can use.
Not loud. Not flashy. Just reliable, timely, and well targeted.
Thinking about trying this?
Start small. Focus on one segment. Make the message useful. And most of all — send it before someone else does.
