Now that I have your attention can you start to see the benefits of direct marketing? Please share any successes you have had trying any of these tips.
1). Here’s a sure trick of the trade. Select new list sources that fit the profiles of existing customers.
Search for new customers armed with the profiles of your current best customers. Use your Website and create unique landing pages to grow your customer and prospect data. Always ask for data to make your database stronger. Caution: make sure there is a privacy statement on your site and other forms of communication.
2. Here’s a rather simple trick that sometimes gets overlooked.
Maximize personalization of communication and offers. This is a proven method that increases response. Address your customer by name and add additional data such as their last purchase date when offering them a discount or about another product you offer that will pique their interest.
Out of sight is out of mind. Provide ongoing interaction with your customers. Keep in touch with your customers using their preferred communication channels. If there is no preferred communication channel, start with direct mail or email, driving them to a Web site and collect some additional data. By doing so, you are creating an awareness that triggers consideration and start to build brand awareness and customer loyalty.
3. Here’s a tip to use with the newer communication channels.
Pinpoint timing and frequency of promotions. See who responds such as what time of the year or from the last purchase. Use the results to spread offers to your customers and your prospective customers. Some larger companies with a diverse customer base use an event once or twice a year to help fill the sales pipeline.
Another value of direct marketing – it’s measurable. Measure response and be responsible for results. More than any other medium, it can be evaluated for its impact on a specific goal. When results aren’t satisfactory, go back and distinguish what went wrong.
4. Ever get stuck creating a special offer?
Create offers based on customer feedback. Enter customer requests and feedback into your company data fields. As you test different offers and promotions, compare the responses of each to see if some produce better results than others. Most important: Listen to customer suggestions for future offers!
5. Demonstrate that your customers are valuable assets.
Use your data to create a workshop, personal presentations of new products, or a customer rewards/sales incentive program. These programs have a history of building brand loyalty and customer satisfaction.
Show customers you care about their opinions. Conduct a customer satisfaction survey through direct mail or email (or both). If you hear back from inactive customers, you can tailor an event or promotion to bring them back to active status.
6. Always remember that a clean CCM is a quality database.
And a quality customer-contact management (CCM) database results in a valuable business tool that in turn is a quality asset for your business. Then, when you communicate using the correct tactical channels, you are now following a blueprint to make money and your customers happy!
A bonus tip – Do you have more benefits of your product or service that are discovered by customer use? Create a blog and encourage customers to share their ideas. Consider having a tip of the week award and promote the winning idea. This type of customer product creation is great for sharing in future marketing campaigns.
Hopefully you downloaded my segmenting charts for your customers and prospects from the last blog, “A tried and true method for direct marketing success.” If not, here is the first and second links. They are very important to help you get on the right path to data understanding.
For more tips on direct marketing please visit our website.
many businesses forget this is one of the most important steps in a direct marketing campaign. Monitoring the campaign means keeping track of responses and those that do not respond. In an email marketing campaign, you can check how many people have actually opened and read the email, even if the people do not respond directly. Talk to each customer who does respond and ask questions about what they liked in the marketing materials and why they chose to respond. This is essential information as it will help you to alter your campaign next time to get a better response. You can also ring or make contact with the people a week or so after the direct mail campaign has been sent out, as often you will get a higher response rate with a second contact within a short timeframe.
JimJ - Good thoughts. Your marketing campaign does not end when you hit send.
There's follow up, results and analysis.
A person can learn a lot and test some of the assumptions made during the analysis.
Messages can become more relevant. A relevant mesage brings in more sales.
Customers are happy. Happy customers tell others
As I discussed with a prospect this morning - think of your marketing as an investment.
People like to measure their results on an investment, so your marketing is no different.
That's a good habit to get into with your marketing.
Thanks for sharing six inportant step of direct marketing tips.We should keep it mind.At RefreshingData.com we provide highly targeted and accurate marketing lists for any industry.Our marketing lists are compiled from over 300 public and private sources, which are then cleaned and cross-referenced daily to give you the most accurate data at an affordable price.
These are great tips regarding digital marketing. Can never hurt to hear some fresh ideas on the subject.
Thanks John for the comments. The more you know the more you will grow.
You're welcome! Thanks for taking the time to shout out. There's plenty more available when you search on my name.
Thank you Dexter. Let me know how you used any of them.