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#SmallBiz

How to think like the most important business person you admire…

then, set your course toward success.

Many small business’s today have a variety of methods to reach out to prospects and customers, by offering them an opportunity to purchase their goods and services. That’s the easy part.

Leading a successful small business is one-part learning, another part motivation, one-part teamwork and many parts unknown. These unknown parts are always scattered on the path toward your success.

Yes, the path you selected is riddled with many unknown challenges. Your reaction to a challenge defines your success or failure. I look at it as another bump in the road – a learning experience as you move toward your goals and objectives.

Here are a few ideas for you to ponder as you march down your path to success.

Meet the king.

Marketing automation was the “king on the hill” in 2017. Lower pricing attracted more people which let in more competition to compete with many marketing automation companies.

Other small businesses joined in offering a variety of apps to use with marketing automation. Most apps just didn’t pan out. The advances of technology always seem to move in stealth mode. Some think it will be faster.

Leadership comes from the top on down.

A business owner should be highly visible, hungry in capturing more customers, trolling for more prospects and loves to sell or have a capable partner in sales. Did I hear you say an outstanding personality is a big plus?

I’ve met with many business owners who had a great product or service, but lacked in marketing and selling skills that led toward their failure.

A good leader wants to learn more about their prospects and customers. What is the competition up to and what effects will it have on his business?  Where is the industry heading and how can this knowledge be a positive event as we prepare for the next quarter?

A leader knows there is a lot of data available to capture more marketing information, such as analytics from any marketing and selling campaign or program. A leader uses his vision by creating a goal to have a data driven marketing program, setting the table to convey more personalized messages that will create more interest.

As all this information starts to trickle down to the marketing and sales teams, this will lead to more and better data. For example, create better marketing content for each marketing segment and customer profiles. Yes, data is awesome.

Selling and sharing solutions.

Solution selling, depending on your market, is a softer sale. Solution selling expertise comes easier based on the knowledge captured from data, customer service, inquisitive sales people, and even your competition. Successful companies almost always have a few stealth team members worth their weight in gold.

It may sound simple enough, but for starters, start small. You’ll need to use marketing communication that is of interest toward the appropriate market or audience, relevant to prospect needs in which they prefer.

Since this procedure is not a short-term process, many who have tried it, gave up too soon or neglected to collect the appropriate data. Using  prospect and client information, can enhance your captured data, and increasing responses.

Getting started is always the hardest part. Happy customer hunting.

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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Is There A One and Done Marketing Campaign?

If you mean effective, no and especially not, in direct marketing.

Some of your marketing messages may be cute or emulate the competition in the next state over. But they grew using their time by listening and understanding their customers.

You can pitch a white paper or case study. But you can’t make people read them.

Maybe you try an email newsletter for your products or services. But you don’t win anything except for number of unsubscribes.

Finally, you offer 1,000 people an opportunity they simply can’t refuse. Yes, 99% did just that.

Yes, it does take time for marketing and advertising to do their job. When you were a youngster, how many times did you ask, are we there yet?

Time, time is on your side?

Yes, it is. Mick Jagger knew that. So, if you are a small biz owner or the manager in one, remember a rolling stone gathers no moss. But it still takes time to reach its goal.

You need the time to build trust between your company and the contact at the company you are trying to build a relationship with. Once trust happens, you now have a stronger commitment to maintain contact with the person and build a better relationship.

And just like that, marketing gets a little easier once you start learning what prospects like and what your customers need.

Take some more time to…

  • Build customer profiles.
  • It’s never too late to spend the time building a Customer-Relationships Management program (CRM).
  • Spend some time on building customer segments and learn why they belong in each segment
  • How much time will it take to reach your contact eight to ten times a quarter or a year?
  • The only sure way to know is to listen and analyze your response.

Summary.

Need more information and time to get out of your marketing rut?

There are many traditional and social channels to communicate with a contact, so use the time it takes to study data analytics, and your decisions to engage or delete a contact, become a lot easier to make.

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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Here’s Why Crazy and Wild Sales are Best Left to Others…

because there are 12 Months in a year.

Many Black Friday sales started the Monday of Thanksgiving week. In fact, I believe some advertisers are still promoting Black Friday.

Cyber Monday turned into Cyber Week and appears to beat the daily sales period of Black Friday.

Since our firm is mostly Business2Business, healthcare practitioners and charitable not-for-profit organizations I have the luxury of taking a back seat and watch the carnage.

Marketing a Small Biz must always focus on customer needs.

Small Biz marketing today has many options to consider with marketing and advertising.

  • Multi-channel
  • Email
  • Social Media
  • Direct Mail
  • Websites
  • Landing Pages
  • Sales people
  • Video
  • Ad infinitum

I recall, the simplest form of marketing and advertising is sending a relevant message,

or placing an ad in a customer favorite communication channel,

that goes directly to the customer and

enter the short waiting period to see if you get a response.

It’s not easy, if you only hope for a response, any response.

The need to generate new business leads has remained a constant throughout the years. We live in the digital age and many aspects of marketing have been somewhat automated. The ability to deliver a great advertisement for your business, is still a core skill needed by every business owner or manager.

The one main marketing ingredient that is somewhat similar in the marketing game, is your customers. You need to learn more about them. Why did direct mail take off in the 50’s? A sale on a product or service went directly to the homeowner via US Mail. This piece of mail went directly to a prospect’s hand with virtually no competition.

Change is a good thing.

When marketing can get an offer directly to a customer, and the customer responds with a purchase, that is a good thing. It pays to take some time to look at each customer. You must learn more about them. This can be a survey, data analytics, building customer profiles, and so forth. There are so many ways to study customer behavior and find one that works for you.

That’s the one thing about marketing which is always true. Knowing customers inside and out, works to your advantage all the time.

Summary

Here’s a tip that I use when I start grading possible customer habits. The MarketingDoc Model of customer acquisition is –

get the customers attention,

be creative with copy and design, and

increase attraction by giving them reasons that your company is the real deal to do business.

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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If you want your marketing non-disruptive…

this post has a lot of ideas but sponsored by no one.

I talk with and listen to many colleagues still in the direct mail industry since the 2008-9 downsizing. The downsizing was not good for the smaller mom and pop shops. Most left the industry. Many small firms never changed their business process and planning.

Most of the companies that survived the industry debacle, did change, listening to customers and following similar customer paths. Many of their customers specialized in targeted segments or niche users of direct mail, fortunately embracing their newly connection with data.

On Tuesday, I downloaded an Infographic which was posted on the daily MarketingProf’s email.  It showed the whys and how’s of using direct mail in today’s fast-moving marketing industry.

Do you remember the label placed on direct mail, back in the day, when mail jammed everyone’s mail box? If you guessed junk mail, that is the correct.

Getting back to the Marketing Prof’s Infographic, direct mail is still one of the most trusted, least invasive and most efficient marketing communication channel. In fact, it’s number three, behind print ads and television ads.

Direct Mail? That’s not awesome.

Still, the direct marketing mail business is reporting the volume of mail pieces are still down. Granted, they may never gain the record volumes of direct marketing mail achieved in the early 2000’s, but smart marketers realize direct mail has advantages which are overlooked by others.

For example, they see this great wisdom – as a sign of better planning and direct mail deployment as the norm. A direct marketing mail strategy is used to solve a company’s toughest marketing problems. The word direct, to me and many others, mean direct to the customers mail box.

When you start look at direct mail and marketing, look carefully with an open mind. The underlying reason for this success is a better understanding of what customers want. Customer profiles and better segmentation are good examples to study and potentially have good results.

Direct marketers now have the tools of digital marketing, increasingly more success with data driven marketing. The strategy means direct mailing an optimal amount of mail pieces to reach a company’s toughest prospects, who are the best-qualified, gathers more information and better response. In other words, a mailing which includes good, viable, tested, proven, verified, and qualified prospects.

This idea is worth your direct marketing planning.

If you are a marketing manager today you are under tremendous pressure to generate results. You may have annual quotas, quarterly goals and an increase in competition. Did I forget to mention the tons of disruptive, digital messaging that pop up on our computers and phones?

I hear these challenges all the time from small biz managers and owners. You must mail smart. Eliminate extraneous or questionable prospects from your data base. For example, eliminate people who stopped doing business with you years ago. It means not mailing to customers who generate less profit in a year than you spend to mail to them.

Another shot of reality.

An article in Forbes said their social media metrics data reminds everyone that the social space has a lot of noise. We are living in a disruptive world. Technology is everywhere providing a slew of options and yes, even opportunities.

How much are you willing to pay for unreliability?

Look at the customers in your database. Go to the top of your list and make sure all the customers are in your database. No. make that a CRM because your list of customers need more space and you need to handle more information and data.

Your prospect list needs some space as well. Determine how long prospects have been “hanging” around. Are they likely to become a customer within the next year? If not, remove them now and replace them with prospects that better fit in your active customer profiles.

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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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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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 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

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 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 to Break A Few Rules in Your Direct Marketing Copywriting…

using persuasive or direct response writing to get your copy read.

More than likely, your teachers drilled you on avoiding various “mistakes,” such as ending your sentences with prepositions.

These are valuable lessons. However, in the real world, people tend to respond to writing that is less formal and more like ordinary conversation. Being persuasive often means breaking a few rules such as:

Avoid anything that makes the eye stop.

Weird type or extreme letter spacing creates “fixations” where you don’t want them. This slows reading and interferes with comprehension.

On the other hand, you may want to make people pause for a split second on key words or an 800 number. Italics, underlines, bold, and large type will make the eye stop where you want it to.

Use fragments.

This adds excitement. Urgency. Keeps the pace brisk. Just don’t go overboard with fragments or you’ll risk sounding affected and artsy.

Use standard type and layouts.

That doesn’t sound very creative, but for easy reading you shouldn’t get too creative. In most cases, a simple Roman or serif typeface is best for body copy.

Roman typefaces have features that make them easier to recognize than sans serif or odd typefaces. In other words, the less attention you call to the type, the easier the copy is to read.

Keep sentences short.

A good school essay may benefit from complex sentence structure, but persuasive writing requires short, easy-to-read sentences. As a rule, the average sentence length should be 16 words with 32 words as the approximate upper limit. If you have long sentences, break them into two or more shorter ones

Speaking about short, try one-sentence paragraphs.

They stand out and add drama.

Begin sentences with conjunctions.

Words such as “and,” “also,” “besides,” “furthermore,” “but,” “however,” and “so” are frowned upon in standard written English. “But” they help you break long sentences into shorter ones to make your copy flow smoothly.

Use familiar expressions.

“A sure thing,” “awesome,” and “O.K.” are all familiar and informal. Contractions such as “they’re,” “you’re,” “it’s,” and “here’s” also give your writing a relaxed tone.

Be redundant.

A “free gift” is redundant, but far more powerful than just “gift.” “Call anytime 24-hours a day” says the same thing twice, but that’s okay be-cause you want to emphasize and clarify your meaning.

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: © 106550284

© 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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