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I’ve worked in the direct marketing field since I started my first business in 1984. Today I publish direct marketing articles and provide content marketing to companies in the direct marketing and mail industry.Let me teach you a few techniques that I have learned that you can add to your marketing program.
What is Direct Marketing?
Direct marketing allows businesses to communicate directly with their consumer. It uses a variety of techniques to help make the reader respond, such as “a call to action” or the offer. Direct marketing emphasizes a focus on the customer, data collecting and accountability.
Let me share a few ideas with you that can easily be adapted to your business emails, social marketing and other advertising tactics you may use.
Today’s customers and prospects can be reached by using one of many tactical marketing channels. There’s email, Facebook, Twitter, Websites, telephone, and direct mail – just to name a few selections until the next social wave hits the market.
What is a marketer to do?
The glaring question most people ask me after reading a channel selection list is, “Which marketing channel is the best one for us to use?” The best answer may be all of them, but it really depends on what channel your customer prefers. You see, they have control of the marketing channels you can use to communicate with them.
A customer may not always be right, but they have control.
Trying to force feed your message using a channel other than what the customer prefers to use, is not the best way to build a relationship and more importantly, a trust level with your customers. And it may be a channel you discovered they may use, but does it need customer permission to use it?
Sometimes it can be a multitude of channels and it is difficult to select the right channel to use at any given time.
Fortunately today's databases can handle a multitude of data including many options for the customer to use to communicate. In fact, a database can help you to segment a message based solely on channel usage.
Now is a good time to look over your data.
There has never been a better time to start using marketing and customer data to build models on their preferences and to use this data for business growth. Answer this question – How many communication channels do you use in one day?
In addition, there are other niche segments you may need to consider other than communication channels. For example, why is product A bought by males more than females? If you are using analytics, you know that an open mind can be your best source of better engagement with your market.
Before you dive right in and look at a database purchase, you need to look at your different segments of customer differentiation.
Here an easy to follow process that I use.
If you want a few basic ideas on segmenting your database, I assembled two very easy to understand charts based on an employee/supervisor or business hierarchy chart.
The first chart is a four by four method of segments of customers and prospects based on sales dollars.
The second chart is the same four by four segment method but is based on communication channels customers prefer.
In our next post, I’ll provide you with a list of my techniques to start upgrading your data collection and analysis base. For example, how to send relevant messages that can create more purchases.
Until the next post, keep building or upgrading your data. It's a healthy thing to do. If you have any questions, call me (800-251-3608) or post it.
You’ll be immensely surprised on how easy these techniques are to use and you will achieve better marketing results.
David - I appreciate your comments. I do a lot of writing about the advantages of using direct marketing and mail. It helps to move a small business away from what I call, TRIAL & ERROR marketing. Here is a link to one of my sites if you want to read more.
Enjoy your day,
Anna - You are very welcome. I love feedback.
Thank you for the comments. Did you have a change to click on the segment charting? Even using minimal segmenting in customer profiles can make a big difference in the response.
saima - Thank you for the comment. It's someting I love to do because I know it works.
Please let me know your opinion after using an idea or two. If you need any assistance please reach out.