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Four Marketing Lessons Learned to Increase Your Revenue…

Or how to accelerate your message frequency and boost response without killing the budget.

Usually in Mid-November, all the holiday advertisements are in place and early returns suggest a landslide of goods sold and donations made to deserving charities.

Imagine directly reaching consumers online – just like you do offline with direct marketing and mail plus a variety of selected channels, but at a much higher frequency of touches and not killing the budget!

Yes, with all the technology at your disposal, it’s a good possibly, especially using direct and digital marketing strategies. So, no matter what others are doing, make it a point to prepare your marketing and advertising communications to work for your company. Grab the response you need for success.

Now that I got you all excited about marketing – STOP!

What is the most important marketing component that strikes fear into too many small biz owners and managers? But wait. Let’s even include mid to large companies, because it is not just the small biz.

Yes, it’s your customer list. It’s your prospect list. Every company you came across with, large or small list.

Take advantage of available technology. There are many databases to consider purchasing. There is marketing automation. CRM’s. CMS’s. In our last post is a quick review of what you need and how it can help you decide.  Check it out. Where have all my customers gone?

Lesson 1. Cross-selling tactics in a multi-channel marketing.

It’s not a dream. I recently read in Direct Marketing News many corporations do not have or lack the resources to fully engage with their consumers. For example, many marketers know cross-selling tactics in a multi-channel marketing campaign can be quite successful by increasing touches, but a lack of talent and commitment from the corner office or the small biz owner is the biggest problem.

There are probably many other reasons, but you won’t hear any doubting Thomas from direct or digital marketers. They would jump at the chance to present a relevant message to a consumer numerous times without breaking the budget.

Can you name the most popular channels to use with direct marketing mail? Website landing pages and email come in high on the small biz to do list, followed by social media like LinkedIn, Facebook and Twitter.

Lesson 2. Direct marketers know a good touch when they see one.

Most if not all direct marketing professionals have a very strong motivation gene in their DNA to go after the consumer tooth and nail. For instance, they write powerful copy. Offers no one can refuse. Dazzling design pulls the reader into direct and digital marketing. And, all direct marketing mail specialists know frequency of messages is like finding a pot of gold. Especially true, if you can do it below budget.

If you try that with direct mail only, it may cost you a pot of gold. There are no discounts for re-mailing. That’s where cross-selling and multi-channel marketing tactics can save any budget. Email and social media come to mind. Message relevancy and frequency can cause a consumer to stop and take notice and think – they must have a very good product!

Lesson 3. Consumers like to play coy.

Many successful marketing people like using direct marketing and mail techniques. The direct mail skill set was built to last 60 years ago in the direct marketing and direct response industry. Quite frankly, the fundamentals and techniques of direct mail and marketing are ideal in meeting two concerns of today’s marketers –

 get more people to buy a product and 2) how to reach these consumers efficiently.

Prospective customers don’t want to be sold to. Customers can decide where, when, and how they want to interact with a brand. They want to make their own decisions. This decision could be in two weeks or two months before they make a purchase.

With the capability of better web searches, social media and even communication with business associates, there is literally a mountain of information available for a consumer to gather. That’s a big reason frequency is an important direct marketing tactic used successfully with multi-channel communications.

Lesson 4. I’ll say it again, “make sure your data works for you.”

Smart marketers know the most important component of direct marketing and mail are the names in your database. If you have a bad, old list of consumers, circa 2013, whatever you spend on that marketing campaign is wasted money.

If you have never built a consumer database, there is no better time than the present. Direct and digital marketing with mail work much better with an updated database. So, does social media. Cross-selling and multi-channel communications get a better response. It even makes your customer service better. The list of accolades for a great list is lengthy.

Summary.

Customers are happier when they receive relevant marketing messages. Revenue increases with every marketing campaign. Data is the business lifeblood needed to succeed with a growing business. Start today.

On this blog you’ll find over 350 articles on direct marketing and advertising. Or read “Customer Circle of Success post” on how Direct Marketing and Digital Marketing partner for Small Biz success.

How can we help you?

Download a FREE copy of Direct Marketing Success. It’s a four-page quarterly newsletter, on all things marketing for a small biz. If you register with your company name and email you’ll receive a new copy of Direct Marketing Success every three months. Additionally, with your subscription you are entitled to ask us questions you may have on our small biz marketing model, Direct-2-Customer.

The articles in each issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. So, get your copy today, click here.

Thanks for reading. Any questions please post them below.

Sign up for more #SmallBiz Success to receive our monthly email newsletter now!

Marketing eValuations – Coaching – Direct2Customer, a Small Business Marketing Model – Marketing Solutions. It’s what I do.

  Evaluate – The easiest path for better marketing and advertising.

The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling
aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

Deposit Photos: ©

© 2007-2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash, Stencil or John Deuerling.

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Where have all my customers gone?

Check your database, CMS or CRM.

What’s that?

Where do you keep your customers?

Oh, in a filing cabinet.

How big is your filing cabinet?

OK, may be too much tongue and cheek. Seriously though, in a small biz marketing dictionary, Data comes first before Advertising. And a digital marketing strategy has opened the eyes of many companies on the value of data.

What tactical tools encompass digital marketing as we know it today?

Here’s our short list.

  1. A blog with new ideas in your industry.
  2. Content marketing.
  3. The web developer’s SEO cheat sheet.
  4. Building the ultimate landing page.
  5. Creating compelling content.
  6. Content distribution strategies for a blog, content marketing, website, advertising and creative offers.
  7. The length of all marketing and advertising communications.
  8. Google analytics and key performance indicators.
  9. Data Driven Marketing.

These nine points are great for any small biz to consume as a mere starting point in the world of digital marketing. Don’t try to get all nine tactics up and running at one time. It’ a good strategy to work into you existing marketing strategy by setting deadlines. Your marketing team will need the time to get it right.

Readers of this blog, well know there is a lot of crossover from our direct and customer-centric marketing strategies and data. Data is leading marketers into the world of digital marketing.

Let’s look at data in context with digital marketing.

Data is a lot of work. Interpreting data is more than a lot of work. Technology changes too fast. And our list can go on forever.

In real time, companies wait for the next bout of technology to take effect. Or wait until the next new and better version. Or just wait.

If you collect data and do not react to it, you’re missing many marketing opportunitiest. So, don’t just sit there and wonder “where have all my customers gone?”

Start learning more about your customers data trail and compare it to your prospects data. Studying data is the best opportunity to regain those rock-hardened relationships you once had.

It’s a good start.

Great marketing starts with an analysis of your current customers habits. If your company is like many small businesses today, you probably have a decent customer-centric marketing (CCM) strategy and using some type of CRM or a database. Customers are at the center of all your marketing activities. If you have no data plan, you are warned.

Next, using Google Analytics or another data form, start mapping a customer journey and building better customer profiles. If you are looking for an instructive article about customer segmentation and vertical marketing, check out this post.

“Remember, close to 20% of your contact list can change yearly!”

When using data analytics, the collected and reviewed data will present more ideas on what a customer or prospect likes and buys. If you feel your marketing team is lacking in this area, don’t feel alone. You may be lacking the right person. You should have a person on your team who is a problem solver. One who is not afraid to test assumptions. Willing to walk the plank for the company.

Try mixing old, and new data, with the balance of the data that you have. And with a bit of luck, you may trigger a few marketing ideas to test. Even looking at existing customers and past customer data behavior, may lead to additional  changes to your customer profiles, segments and vertical markets.

The collected data provides you with a better picture of your buyer’s journey after each marketing program. Further, the data analysis increases the odds of selling more products and turning more prospects into customers. Lastly, this work takes time, but it must be done if your glamour is for marketing success.

Using data analytics is great on how your customers react to landing pages, email, social media messages, and yes, even direct mail. The analysis may likely tell you many ways to increase personalization accuracy and additional ideas for future testing.

Direct mail, direct marketing and digital marketing, when teamed together, is a small biz marketing model for growth.

On this blog you’ll find over 350 articles on direct marketing and advertising. Or read “Customer Circle of Success post” on how Direct Marketing and Digital Marketing partner for Small Biz success.

How can we help you?

Download a FREE copy of Direct Marketing Success. It’s a four-page quarterly newsletter, on all things marketing for a small biz. If you register with your company name and email you’ll receive a new copy of Direct Marketing Success every three months. Additionally, with your subscription you are entitled to ask us questions you may have on our small biz marketing model, Direct-2-Customer.

The articles in each issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. So, get your copy today, click here.

Thanks for reading. Any questions please post them below.

Sign up for more #SmallBiz Success to receive our monthly email newsletter now!

Marketing eValuations – Coaching – Direct2Customer, a Small Business Marketing Model – Marketing Solutions. It’s what I do.

  Evaluate – The easiest path for better marketing and advertising.

The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling
aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

Deposit Photos: ©

© 2007-2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash, Stencil or John Deuerling.

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What is the difference between a CMS and a CRM or ARM?

Not much, but either one is an asset if you use it every day. Here’s why.

A contact management system (CMS) stores data obtained from customers, prospects, vendors and a sales team. There is a customer centric contact (CCC) software also available.

The definition of a CRM is customer relationship management. In a quick summary, CRM lets you store and manage prospect and customer information, like contact info, accounts, leads, and sales opportunities.

As you’ve already determined, not all contact management systems are created equal — which means before you do anything you have to choose the right one.

Since not all businesses are the same, focus on one that is user friendly, fits the needs of marketing, sales, management and customer service.

Before you do anything else, the amount of data that you’ll be storing, ease of use, simple tracking and each team usage, it’s recommended to place a value on your CRM. Treat it like an asset. Somewhere within the first 12 to 18 months, employee fatigue may set in, seeing users skip a step here or there. To help stem a lackadaisical approach to the CRM, use it as an employee measuring tool for their goals and objectives.

Match your products or services to customers’ wants/needs.

Your CRM should give you a picture of your customers’ buying patterns. This will also give you data to use in building customer profiles, thus leading the way to using new communication channels and relevant copy.

Select new lists or networking sources that fit the profiles of existing customers. Search for new customers armed with the profiles of your current best customers. Use marketing teasers on your website to grow your data of prospects, customers and clients.

Your CRM data can assist in maximizing personalization of your customers communication and even a variety of offers to test. This is a proven method that increases response. Address your customers by name when offering them a discount or product that will peak their interest.

Provide ongoing interaction with your customers.

Out of sight is out of mind. Keep in touch with your customers with regular communication. By doing so, you are creating an awareness that triggers consideration and builds loyalty. If you have a segment of email savvy customers and prospects, use it in a periodic way, providing an email newsletter as well in conjunction with direct mail.

Pinpoint timing and frequency of promotions may be defined in your customer and prospect segments in your CRM. See who responds and at what time of year. Use the results to spread offers out to the customers and your prospects. You can also use this method to initiate a response to your competitor’s offers.

Measure response and study the data for results. Direct marketing is measurable. 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. Tip: It’s even more measurable when used with email and websites.

Create offers based on customer feedback.

Enter customer requests and feedback into your CRM. The CRM is king for customer service. As you test different offers and promotions, compare the responses to each one separately to see if one or another produces better results. Most important: Listen to customer suggestions for future offers!

Demonstrate that your customers are valuable assets. Use your CRM to create workshops, presentations, or a customer rewards/sales incentive program. These programs have a history of building brand loyalty.

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 specific communications to their exact need.

Always remember that a clean CRM is a quality CRM. And a quality CRM results in a valuable business tool that is an important asset to your business.

I almost forgot. The (ARM) is a branch or division of a company or organization, usually found in large corporations. Also, the (ARM) is a limb hanging from your shoulder. It to is an asset you use every day.

How can we help you?

For additional ideas, visit our website and grab a copy of our latest Direct Marketing Success. Or else give us a call at 800-251-3608 for your own personalized copy. When you do, ask how we can tip the response scales in your favor.

The articles in each issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. To get your copy today, click here.

Thanks for reading. Any questions please post them below.

Sign up for more #SmallBiz Success to receive our monthly email newsletter now!

Marketing eValuations – Coaching – Direct2Customer, a Small Business Marketing Model – Marketing Solutions. It’s what I do.

  Evaluate – The easiest path for better marketing and advertising.

The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling
aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

Deposit Photos: ©

© 2007-2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash, Stencil or John Deuerling.

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How valuable is your marketing team?

Is it held together by teamwork? Or a piecemeal of whoever is tagged by the office or sales manager?

Today’s “direct marketing manager” in a small biz will undertake an array of tasks and responsibilities in their daily activities. Some of these responsibilities may include:

1. Developing and managing a multi marketing and communications program plan.
2. Managing relationships with key partners in their industry as well as key customers.
3. Managing marketing and advertising budgets.
4. Managing direct marketing activity in direct mail, PR, advertising, events and website design and copy.
5. Working closely with consultants in digital marketing.
6. Ensuring consistency of communication and approach, both online and offline.

The operative word in the beginning paragraph is “may.” There are many other responsibilities in a typical workday of a direct marketing manager in a small biz. However, this was not always the case.

There was a time in Post WWII on to the mid to late 1970’s, in which the role of marketing was purely to support sales! Plus, the title of marketing was left to the larger corporations. Most small businesses used the title of advertising.

Marketing has grown up, but questions still linger about data.

Without going into a history lesson, marketing today is still about determining a customer need and seeking a new opportunity for the small biz products and services.

Today, the markets have grown and many companies are now global. With the growth of the markets so has the growth of communication channels. Now, as a company, your communications need to shout louder and use a variety of channels to stay ahead of the competition.

Your customer has also changed. Many customers are fed up with the interruption of advertising messages. Customers are skeptical and many companies need to re-build trust between themselves and their customers and prospects. Using segmentation and customer profiles are just two of the many opportunities in marketing that belong in a small biz.

Then there is the communication across channels. Communication is more two-way than ever before. The death of the salesman is now reborn in the form of a multi-channel marketing partner. Customers like to make their own decisions based on the interpretation of an advertising message to a group of individuals using a variety of communication channels.

More companies are seeing the benefit of adding a “like” group to assist in their marketing communications. Direct mail still stands as one of the best ways of reaching people, especially with less competition in the customer’s mailbox.

New direct mail? Gratification and trust?

The “less mailbox” competition arguments are many but mainly, marketers are promoting more useful products to their customers and prospects. They are using a type of direct mail that contains “positive product” information and not just a piece of paper that gets lumped in with the trash. Adding in a very creative campaign and design makes the product stand out even more.

One technique of direct marketing mail that is seeing a rebirth, is immediate gratification. Direct mail that includes an instant gift, or a usable product sample, provides instant gratification and will yield better direct mail open rates. In addition, some small biz use a landing page for another offer opportunity and for the mailer to collect more customer data.

Why, you ask? They work! They also plant the seed of a relationship with new customers.

Not-for-profit companies continue to rely on direct mail for their funding drives. Direct mail is a trusted communication channel for finding donors. It allows the not-for-profit agency to show how their funding dollars are used, which goes deeply to the heart of the donator. In addition, many contributors prefer to donate using the pre-addressed forms and mail them back to the not-for-profit company.

In Summary

There are many opportunities today for direct mail to enhance your marketing efforts in a variety of industries. There are a lot of steps along the way that are easier to make when you have experienced marketing people employed at your small biz. Build a marketing team within your company is a wise decision.

For additional ideas, visit our website and grab a copy of our latest Direct Marketing Success. Or else give us a call at 800-251-3608 for your own personalized copy. When you do, ask how we can tip the response scales in your favor.

The articles in each issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. To get your copy today, click here.

Thanks for reading. Any questions please post them below.

Sign up for more #SmallBiz success to receive our monthly email newsletter now!

Marketing eValuations – Coaching – Direct2Customer – Marketing Solutions. It’s what I do.

  Evaluate – The easiest path for better marketing and advertising.

The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling
aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

Deposit Photos: ©

© 2007-2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash, Stencil or John Deuerling.

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Don’t take your customers for granite!

Here’s how, in case you prefer not to follow the advertising leaders.

No, that’s not a typo. What I mean is, don’t assume you have a customer for life – or even for the next purchase.

I’m willing to bet you know the unique definition of “assume”. There’s no way you want to join the donkey club in this “the age of instant communication.” Yes, somewhat like instant coffee, but there are no grounds to stand on.

The point is you need to start learning more about your customers. Don’t click away because you know all you need to know about your customers. That may have been true yesterday but is it still true today? Even more so.

For example, just this week, I ran across the following articles, which appeared in a blog from a direct marketing publication by Direct Marketing News, in one day, back in November 2010!

“Banks roll with new financial regulations to learn more about their customers.”

“Make accurate customer data the center of loyalty efforts.”

Today, I see similar statements. Why? Data-driven marketing needs better customer information for anyone to respond to a marketing message. Even technology, such as marketing automation, Sales Force and any of the databases created to help marketers reach more targeted segments and build better customer profiles.

Take a step back.

Since the term for direct marketing came about as a strategy, in the 1950’s, it coincided with companies using direct mail to reach customers at their homes “directly” to their mailbox.

As time kept rolling onward, many ideas and customer needs changed, eventually meeting head on with technology.

In Forrester’s, “Winning in the Age of the Customer,” the risks in today’s customer-led market have shifted from responding too early to responding too late. Forrester’s age of the customer research gives business and technology leaders common insights and integrated playbooks — the fuel for complex, high-stakes customer-obsessed strategies.

Back to the present.

The articles in the blockquote above was from one publication. These two headlines point to the fact that customers are always changing, and if they mean anything to you and your firm, you need to meet the change head on. The published date was seven years ago!

In the first headline, banks need to learn more.  Stop and think a minute. I would think a bank knows a bit more about their customers than, for example, a retail store? If that is a true statement, then even the banks don’t have enough information about their customers or, are not recording selected data. Or, they neglected to act on it because the money was flowing in like a raging river after the first spring thaw.

Even collecting a minimum of information and acting upon it, such as better relevancy in the message to the sender, causes an uptick in responses. For example, if an optometrist has a better lens for people who wear bifocals, why send this information to their whole list of patients?

The need for a bifocal usually occurs in the later years of life. Why not go into the patient list and just pick the patients currently wearing them. Then select patients over 40 who are not wearing them, but may likely  need them. The response rate can be two, three or four times better than just an ordinary message.

In Summary.

Data is a lot of work. Interpreting data is more than a lot of work. Technology changes too fast. And the list can go on forever. In real time companies wait for the next bout of technology to take effect. Or wait until the next new and better version. Or just wait.

Today, we’re experiencing another form of a disruptive tactic of advertising. Turn on your computer, a tablet or even a smart phone and what do you see? If you said an advertisement, you are a correct. The advertiser provides the data and the channel delivery.

If you collect data and do not react to it, you’re missing many opportunities and not realizing it. So, don’t just sit there and wonder “where have all my customers gone?” Start learning more about your customers and compare them to your prospects, to regain those rock-hardened relationships you once had.

The articles in each issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. To get your copy today, click here.

Thanks for reading. Any questions please post them below.

Sign up for more #SmallBiz success to receive our monthly email newsletter now!

Marketing eValuations – Teaching – Consultation. It’s what I do.

  Evaluate – The easiest path for better marketing and advertising.

The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling
aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

Deposit Photos: © #6856063

© 2007-2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash, Stencil or John Deuerling.

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How to get up to speed before you’re ready to get serious using email …

and the importance of knowing the right answers to 7 questions before you send an email off!

There are many questions to answer before you embark on any marketing and advertising program or campaign. What contacts are receiving the message? Prospects? Customers? A recently purchased new list? Or a specific segment in your CRM?

Yes, there are many questions that must be answered way before the email delivery date. Some customers may respond to direct mail, others through social media, a website landing page or even email. Almost everyone has an email address or two.

Email has had its ups and downs. Have you recently used an email campaign? If you answered no, here’s a how to get rid of the dust and cobwebs on your email machine in seven easy steps.

  1. Why use email in your promotional mix?

Email has many different uses. It is used in project management, customer service, a delivery tool, and more. In a marketing and selling campaign it can mean lead generation, retention of clients, cross-selling, and even up-selling. Select one and match a list of contacts that are likely to respond. Caution: Don’t mix and match a marketing and selling campaign. There are different levels of interest.

  1. Is goal setting important in email usage?

If you are a small business, goal setting is easy to develop but difficult to measure. For example, when you use email with direct mail, the response of email emulates a form of two-way communication. If the communication is analyzed correctly, you are probably able to determine what the contact is looking for and what type of communication tool they prefer you use. Email service providers, such as Constant Contact, provide a lot of delivery data and even post your email to your list of social media you select.

  1. How many contacts do I need in my email list?

As with any good list, it is quality and not quantity. If the desired use of email is customer retention, that’s a relatively easy list to assemble. If the use is prospecting or lead generation, you need to capture permission or opt-in email addresses of all contacts you enter.

This takes time but there are many other channel opportunities, such as the use of direct mail, driving contacts to your website landing page, and content marketing.  These are all great tactical communication tools to grow an email list.

  1. Where do I value content in email usage?

How many times have you heard that copy is king? Email is no different, but you need to place its value a lot higher. Your email must engage the reader and move them to respond to an offer, for more information, such as a free sample or a white paper or a special industry report. Short subject lines should attract attention like a good headline in a direct marketing campaign.

Review your answers from question one.

  1. How do we not look like SPAM?

As we wrote above, your organizations contacts must opt-in or you have their permission to email to them. What we look for is called the “spam rule of fours.” Before any email is sent…

¨you have determined that your email is sent on a consistent schedule, such as monthly,

¨the email message is effective for your organization goals,

¨the information is timely and,

¨the message is relevant for the contact receiving it.

  1. What can we do to increase the number of opens and readability?

Who is the email from, creativity in the subject line, and the relevance of the message will help to increase the odds that the email is read. Not to be harsh, but customers are saying give me the right offer/content at the right time, or I am going to unsubscribe and move on.

  1. What type of ROI should we expect?

There are many variables associated with this question. If it’s customer retention, you should expect a better than your average return. In lead generation, it’s the offer and how precise the email was segmented. If the email sends them to a website for additional action, it is easy to look at the data provided by the email provider. The data from the email provider, analysis of click’s and requests from the contacts, enable more developed concise messages as you move forward in the campaign.

Note: Re-read goal setting above, number two.

If you and your team has analyzed the seven questions and put any changes into place, the next email program will be a lot smoother. If not, let us borrow a term from direct mail…

always be testing.

Even a slight change may mean better results or worse yet, poor results.

Please contact us if you have any additional questions.

There are many communication channels in the traditional and social media that have an impact on the customers in your database. Nothing in your communication options should be set in stone. Keep talking to your customers and respond to their needs. Listening is one of the greatest skills to hone with your marketing communications.

Let me know what you think.

There is an post on Quality and Quantity which will answer a question or two.

Need more Direct Marketing Success?

The articles in each issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. To get your copy today, click here.

Thanks for reading. Any questions please post them below.

Sign up for more #SmallBiz success to receive our monthly email newsletter now!

Marketing eValuations – Teaching – Consultation. It’s what I do.

  Evaluate – The easiest path for better marketing and advertising success.

The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling
aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

Deposit Photos: © @ kchungtw

© 2007-2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash, Stencil or John Deuerling.

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How an envelope creates a first impression for your promotion…

the same way clothes create a first impression for you.

Everyone likes a bit of respect now and then. If you are leaning toward your first direct mail program in quite some time or are a regular user of direct mail, envelopes are a great option. For some unknown, envelopes get no respect.

From a practical point of view, an envelope is simply a container. It holds your letter, invitation, and other printed matter so they can be delivered to the recipient. Upon arrival, it is torn open and discarded. So, what’s the big deal?

The big deal is that an envelope is far more than a container. It creates a first impression and carries the burden of making sure the contents are read. If the envelope fails to create the right impression, the envelope is not opened and with its contents, discarded. The entire direct mail package, including your carefully crafted sales literature, is thrown into the trash.

Give your envelopes the respect they deserve!

An envelope creates a first impression for your promotion the same way clothes create a first impression for you. It must conform to expectations, fit the occasion, and give people a reason to spend at least a few minutes with you so you can say what you should say. To conform to expectations, your direct mail piece should look like something your prospect would receive in the mail.

There are five basic types of mail:

advertising, publications, bills, personal or official communications and merchandise.

The default appearance is advertising, but the others can be useful. For example, if your company specializes in smart phones and you’ve just introduced an Internet service to avoid dropped calls, your prospects may assume any ad mailer from you is about phone services.

It may be better in this instance to make your mailer look like a publication or an official communication to allow your prospect to look at your mailer with an open mind.  Fitting the occasion is about making the envelope match the theme of your mailing. Is it an invitation, a notice, a personal letter, or something else?

If you’re selling smart phone accessories, you may frame your promotion around a dire warning about deleting the free introductory offer, so the envelope should look like an official notice. Your envelope should work with, not against, your theme.

To give people a reason to open the envelope and spend time with your envelope contents, you can use teaser copy or graphics to create curiosity. Copy as simple as “Look inside” or “Open immediately” may be all it takes.

We’ve seen a clear plastic envelope that allows people to see the contents. Enclosing a bulky item makes people wonder what’s inside. A valuable-looking certificate or gift card showing through a window makes the envelope impossible to ignore. The techniques are nearly endless.

The envelope is arguably the single most important part of your direct mail package. Give it the respect it deserves and spend plenty of time creating and designing the “package.” There are many new and different envelopes and designs made to entertain the reader. An entertained reader may very well be your next new customer.

The success of your mailing depends on it.

Let me know what you think.

Need more Direct Marketing Success?

The articles in each issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. To get your copy today, click here.

Thanks for reading. Any questions please post them below.

Sign up for more #SmallBiz success to receive our monthly email newsletter now!

Marketing eValuations – Teaching – Consultation. It’s what I do.

  Evaluate – The easiest path for better marketing and advertising success.

The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling
aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

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© 2007-2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash, Stencil or John Deuerling.

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Here’s How to Handle Disruptive Advertising.

Nothing – stay focused on your customer base.

Let other companies deal with disruptive advertising.

Know Your Buyer’s Journey. 

Who are the winners in this digital ad placement? Not the people who visit the websites for information or a purchase. They hate these **bleep** ads. However, the ad agencies, are raking in the cash.

What we have here is another form of a disruptive marketing model. You know, when ads are placed based on communication channels such as television, social media and email for example, and the advertisers hope to knockdown a few sales.

Here’s how to start building a better buyer’s journey.

Great marketing starts with an analysis of your current customers habits. If your company is like many small businesses today, you probably have a decent customer-centric marketing (CCM) strategy. Customers are at the center of all your marketing activities.

Next, using Google analytics or other data, start mapping a customer journey and building better customer profiles. Remember, close to 20% of your contact list can change yearly.

After all, when using data analytics, the collected and reviewed data will present more ideas on what a customer likes and buys. If you feel your marketing team is lacking in this area, don’t feel alone. You may be lacking the right person. You should have a person who is a problem solver. One who is not afraid to test assumptions.

Try mixing old and new data, examine the balance of the data that you have, it may trigger a few marketing ideas. Even looking at existing customers and past customers behaviors, can add other changes to your customer profiles and segments.

The data collected provides you with a better picture of your buyer’s journey after each marketing program. Further, the data analysis increases the odds of selling sell more products and turning more prospects into customers.

Data analytics not only shows you how customers react to landing pages, email, social media messages, and even direct mail. The analysis may likely tell you more ways to increase personalization accuracy and give you additional ideas for future testing.

What ideas can a disruptive advertising program provide for future marketing activities? Not much.

Additional information for your thought process.

Personalizing direct marketing messages is still not in play in many companies, from the largest to the smallest customer count. This is a great opportunity to get a head start on your competitors. There are many ways to learn about your customers and prospects which can impact your marketing response in the right direction.

“Taking the time to listen to, talk to and understand your customer, can greatly increase your marketing results, customer acquisition and customer retention.”

 

Summary

Let other companies deal with disruptive advertising. Start working with your data with a focus of learning more about your customers. You’ll be way ahead of the companies that decided on using the disruptive advertising model.

Here’s another helpful post for additional ideas. There are many methods available to collect customer information.

Let me know what you think.

Need more Direct Marketing Success?

The articles in each issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. To get your copy today, click here.

Thanks for reading. Any questions please post them below.

Sign up for more #SmallBiz success to receive our monthly email newsletter now!

Marketing eValuations – Teaching – Consultation. It’s what I do.

 

The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling
aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

Deposit Photos: © Capture More customers, background and A glimmer of hope. Stencil. Deposit photos. sticky note, 2012.

© 2007-2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash, Stencil or John Deuerling.

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How to re-think your usage of segmentation and vertical marketing procedures…

and seriously, it’s not that difficult to start now.

I recently finished writing the latest edition of Direct Marketing Success. As I was completing research for this edition, I found marketers are still not embracing the data in vertical marketing and segmenting their contacts within their target markets.

“There are many market segments our company can serve, but frankly, I just need a list of companies who use direct mail, fulfillment or printing.”  Direct Marketing Mail Company President.

So evidently, the market is still wide enough so others can embrace a single digit response rate.

Start simple and have an open mind.

Here is a simple but important suggestion on grading and segmenting your business contacts to help you start building a successful marketing database. I have used these same definitions for years that have contributed immensely to our customers success.

Here are three different segment types you can use to test.

  1. A client provides your company a consistent revenue stream and reaches the 80 percentiles of customers purchasing your services and products revenue.
  2. A customer uses your services or products occasionally but you probably do not get the 80% of their business.
  3. A prospect has the potential to be a customer or a client.

Go ahead and try it now by grading a few of your present business contacts. It’s easier to judge your customers as you determine who is using what services or products with this simple grading analogy. You may even discover a surprise or two along the way about your customers and prospects that can earn you some new revenue.

Now here is where another time saving element comes into play.

How many times have you wanted to do a promotional message to your contacts, or present a special offer, but you want to be careful to whom it was sent to? You wind up agonizing about what to do and eventually, the idea is scraped. And then, all you have is wasted time and money. Knowing who is in your marketing database and what they use or need, greatly reduces the chance of this recurring.

Obviously, there is more to segmentation than the one system described above. But segmenting after you start collecting data and information is more worthwhile than doing it all at once during the initial phase of your marketing database.

You eliminate guesses and wind up building an incredible database that meet many user needs from your company marketing database. Now, the contacts you are communicating with, receive relevant messages and information.

Vertical Markets.

As you to collect contact data and information, take a moment and start thinking about vertical marketing based on your latest data analysis.

Build a vertical market segment in your marketing database. Add the top 20% of total revenue companies spent with your companies. Then determine what vertical market if any, each company represents in your top 20% list.

Now, visualize a few simple assumptions about each contact in your 20% revenue generators list.

Next, return to your marketing segments and see what you may have to add to your database.

  • It provides additional ideas within your segments to possibly add another grouping, making your choices a bit easier to see the bigger picture.
  • Provides simple tracking and placement of information.
  • Addresses scheduling and call backs.
  • You placed a value on your marketing database so it is not considered an expense.

Yes, it’s as valuable, if not more so, than any money-making piece machinery you use on a day-to-day basis. Plus, if something is valuable, people appreciate it and respect it. That’s why it is such an important asset for your organization.

Summary

The biggest downfall is the lack of information and data not entered or entered incorrectly into a contacts file. You need to put one person in charge of the marketing database. This person adds, data, analyzes data and provides information to others based on their need.

It is only when you put your message in front of a qualified prospect that you can go to bed at night and rest easy, knowing that your marketing database is doing exactly what it is supposed to do and is coordinated with your sales team’s best efforts.

That’s the main reason the data portion of your direct marketing mail campaign is so critical. The best offer printed in full color, along with the best headline touting the greatest benefits, is a waste of money when in the wrong hands.

So, now with these vertical markets and segments you have built, consider purchase a CRM or marketing automation tool. You’ll be amazed what other tools you’ll have to go further into building better data.

Let me know what you think.

Need more Direct Marketing Success?

The articles in each issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. To get your copy today, click here.

Thanks for reading. Any questions please post them below.

Sign up for more #SmallBiz success to receive our monthly email newsletter now!

Teaching and Coaching – It’s what I do.

 

 The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling
aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

Deposit Photos: © Capture More customers, background and A glimmer of hope. Stencil. Deposit photos. sticky note, 2012.

© 2007-2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash, Stencil or John Deuerling.

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How Multi-layered Personalization can snag a few more customers…

when something is known about the recipient provides a significant benefit for advertising.

Personalization used with multi-channel marketing may be a double whammy and produces a significant increase in responses. However, do not forget the intricacies of personalization.

Personalization assumes that you know something about the people to whom you are mailing, emailing, or sending to a landing page and so on. It’s an effective way to keep customers spending their money on your products and services.

A word of caution. Be careful how you use personalized mail, email or any other channel you customer’s may prefer. When you presume too much too soon –– what we call “presumptuous personalization” –– you could do more harm than good.

So, here’s a simple and safe way moving forward with personalization.

Today’s marketing must be strategic and beneficial to your customers. Memorable advertising, with your marketing goals in sight, is to get the best return on your marketing investment.

Read any marketing journal or the many service providers daily emails, you’ll find across the board, from SmallBiz to the largest companies, there is a lack of understanding when, how and why using personalization.

Here’s how we look at data and personalization or Rule number one.

Use a greater amount of personalization for house lists or with clients and customers who have purchased from you before. After all, you talk with them, and they talk to you.

Naturally, they expect that you should and would know some things about them and their buying habits. So, when you first become familiar or even relating to their needs, it is because they opened the door first.

Conversely, use less personalization when you haven’t previously done business with someone, even though they fit some of the customer segments or profiles. If you use too much personalization with prospects you do not know, your prospects may see this as an invasion of privacy, stolen data or made up data.

Rule number two.

Using personalization with past customer advertising can never hurt your reputation. Go ahead and add more pizzazz to stop their eye movement and probably a few more seconds of attention that can make a difference. Testing can answer your question on the type of personalization you need to start a track to become a customer.

When you use personalization wisely and appropriately, it is a powerful direct marketing mail tool that attracts attention, increases readership, and invariably boosts the chances for a response.

Use an advertising program with multiple channels and deeper personalization, in the form of a purchase history, yields a greater response rate.

Summary

In today’s data driven marketing era, it’s important to capture customer information to drive business and future marketing decisions. Today’s marketing must be strategic and beneficial to your customers.

Advertising is set to get the biggest response on selling your products and services. Plus, the added information helps customer service and your people who sell your goods.

No matter how great your product or service is, the fact remains that those who “have a need for what you have to know” must be aware of “what you have to offer.” That is my rule number three.

Let me know what you think.

Need more Direct Marketing Success?

The articles in each issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. To get your copy today, click here.

Thanks for reading. Any questions please post them below.

Sign up for more #SmallBiz success to receive our monthly email newsletter now!

Teaching and Coaching – It’s what I do.

 

 The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling

aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

Deposit Photos: © Flat design . Freelance career. Marketing.Data Driven Marketing photo. Top photo. Abstract background
@ choreograph

© 2007-2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John Deuerling.

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