Category: B2C

Aug 28 2013

Why Testing Is The Key To Successful Direct Mail

There are three things you need to do to run a great direct mail campaign; test, test and test again. So what elements of your direct mail campaign should you test and how should you do it, in order to benefit from more successful mailings?

There are just three things you’ve got to do in order to have a really successful direct mail campaign – test, test and test.

By the time you’ve factored in the cost of postage, list rental, and printing, direct mail can be a costly business – if you get it wrong. So the best way to avoid an expensive mistake is to test every aspect of your direct mail campaign well before your mailing letter even hits the postal system.

You should test these key elements of your direct mail campaign:

1. Test Your Offer

Make sure your product or service is appropriate to the list you are mailing, by testing your offer. Your offer can be meant in a literal sense – what product or service are you offering the recipient; but it can also be interpreted as a special offer or incentive you might be providing, such as a price discount, free gift, or free shipping.

To test which promotional offer will work best, look at what established competitors in the same industry usually offer in their direct mail (if these don’t work, they are unlikely to keep using them). Speak to some friendly existing customers and your sales staff to ask their opinion of what offer they think would attract the most responses from your target audience.

2. Test Your Letter

Your direct mail letter needs to be clear, catchy and persuasive – not woolly, inaccurate or boring. You can follow some simple guidelines to write a good direct mail letter such as including a catchy heading, a benefit of your offer to tease the reader, bullet points and a strong call to action.

But the only true way of testing the power of your letter is to send it to a smaller sample of your list. If you have more than one version of letter you’d like to test, send it to two small list samples, but each with a different response code recipients can use – or even register different national rate phone numbers and use them on different letters, then measure the calls you receive.

3. Test Your List

A direct mailshot is only as good as the list it is sent to. So it’s really important that you get your data in the best possible state before you send a mailing. If it’s your own internal customer database, then use data cleansing and profiling tools and services to make sure addresses are up to date. This is particularly important for consumer lists, where you’ll also need to screen recipients for people who may have deceased recently to avoid unnecessary upset for their relatives.

If you are renting or purchasing a list, you have to make sure it’s from a reputable source, and has been fully screened against all the main suppression files when you buy it. Only ever deal with established and preferably independent list providers who can give you objective and impartial advice on the best list for your needs, and ensure your list provider is a member of the UK’s Direct Marketing Association.

4. Test Your Timings

Mailings sent at different times can achieve very different results. For example and b2c consumer mailing could be sent early in the month, just after the time when most people have just been paid their salary. (On the other hand if your mailing is selling loans or credit cards, it may be better to wait until the end of the month when money is tight).

For b2b mailings to other businesses, find out if there is a purchasing cycle for your product or service, If you are selling consumables such as office stationery or raw materials, plan your mailing to be sent a fixed period after the previous or initial purchase. Target mailings to coincide with when annual or quarterly budget and purchasing decisions may be made, or for key seasonal peak periods such as Christmas.

Testing Your Direct Mail

With such a simple approach to achieving successful direct mail, there’s nothing to hold you back from getting the same results in your own business, and your own direct marketing campaigns.

For further information call us on 01304 382211 or visit www.selectabase.co.uk

Aug 14 2013

No more stuffing envelopes – planning some mailshots soon?

To showcase our Create & Post service, during August we are offering to send your first letter completely free of charge!

Do you currently print and post your letters in-house? If the answer is yes then you will be aware this can be quite time consuming. The solution…let us print your full colour sales letters, put them into envelopes, stamp, and post for you. All we need is your list, logo and text (or letterhead if you have it), then we’ll take care of the rest.

We use the latest digital printing equipment which produces very high quality printing to equal conventionally printed letterheads and far exceeds the quality of digital printing you may produce at home or office.

If you are planning some mailshots soon then give Create & Post a try by sending a single letter to your own address. See for yourself the quality of the paper, envelope and full colour print.

Your mailing list can be from us, and even another source perhaps your own internal prospects.

Are you planning some mailshots soon? Try Create & Post for free www.selectabase.co.uk/create-and-post.

For more information visit our website or call 01304 382211 and we’ll take care of it for you.

Aug 05 2013

August Update

In preparation for all August, September and beyond campaigns, we recently completed a new update of all marketing address lists.

This includes adding 4,000+ recently engaged brides-to-be, 7,000+ new start-up and relocating businesses, plus our complete refreshed universe of 2.6 million UK businesses and 38 million UK residents.

Lists can be ordered directly from our Prospect Download portal www.selectabase.co.uk/buy-a-list with new registrations receiving the first 10 postal addresses free. List subscriptions can be ordered directly – for New B2B visit www.selectabase.co.uk/newb2b and for Getting Married visit www.selectabase.co.uk/gettingmarried.

Our experienced team are also available to help on 01304 382211, and if required we will run some counts for you.

Jan 10 2013

Free Ideas to help you Get More Business in 2013

The New Year is always an important time in the marketing of your business.

It’s a great opportunity to take stock of the year that’s just passed and think about your goals and objectives for the year to come. In many B2B and consumer sectors the New Year can also see an increase in activity, sales and opportunities that you need to be quick to exploit.

For the best results from your marketing, you need to go direct. At Selectabase we are experts in helping small businesses use targeted direct marketing to get more enquiries and increase sales.

For example, here are 10 ways in which you can improve your marketing campaigns and use direct marketing to help you gain more business in 2013…

1. Know your best customers

Take a look at your existing customer database to identify who your best customers are. See if your customer base adheres to the general principle of 20% of your customers generating 80% of your sales or profits. Find out why your top 20% buy and what they have in common then use this intelligence to profile your ideal type of customer. This will help you identify which potential new customers to target.

2. Communicate with contacts

Speak to your existing customers, leads and contacts more often this year. Write and send a regular monthly mailing, newsletter or email update with news about how well your business is doing, ideas for using your products and your latest special offers. Let everyone know you are still there and ready to help. Before you embark on this, make sure your customer database is up to date using our list cleaning services.

3. Communicate more than once

Sometimes it can take several different attempts to convert a customer. Your initial promotional messages may have come at the wrong time, or it may simply take some prospects longer to decide to buy from you, especially if you are selling a higher value or complex product or service. But don’t overdo it – no one likes to get constantly bombarded with marketing messages.

4. Communicate in different ways

There are so many different ways to communicate with your target market, and you sometimes need to use as many as possible to get a result. A prospect may not be reassured enough to buy from the first mailing they receive until they’ve read an article about you in their trade press, visited your website, requested a brochure, and then received a follow up email from you.

5. Follow up again and again

Make sure you follow up on everything and everyone! When someone leaves your ecommerce shopping basket, follow them up. When they request a brochure or sample, follow them up. If they visit your exhibition stand or sign up for your email newsletter, follow them up. To help, make sure you have an efficient marketing system in place internally to identify leads and track all their follow ups.

6. Get more targeted

Try and avoid a blanket approach to your marketing. Instead of wasting resources promoting to the masses, target your marketing to those types of prospect which have the best chance of converting. It’s about working smarter not harder, like subscribing to New B2B – leads of new business starting up in your area, so you can contact them just when they need to buy a range of goods and services, and before your competitors get their foot in the door www.selectabase.co.uk/newb2b

7. Try new markets

Investigate potential new markets for your existing products or services. These new opportunities could include selling direct to end users instead of via resellers, launching budget or premium variations of your standard offer, or repacking your service for different markets such as export. Test new ideas first on a smaller sample before committing to wider scale campaigns – you can source and download lists with no minimum order at Prospect Download http://www.selectabase.co.uk/buy-a-list/

8. Innovate new ideas

New products and services can help open up new markets, and get more repeat business from existing or lapsed customers. If you are in a fast-paced or technology based industry you need a constant pipeline of new products and ideas in development to keep growing your business. Invite new ideas from your team, customers and even suppliers then test them to see which have potential. For example, send a trial mailing to a sample list to see what response you get before rolling out a new product to the rest of the market.

9. Measure everything

Make sure you measure the effectiveness of all your marketing activities this year. For example, you can measure responses then compare the cost of acquiring a new customer, gaining a new enquiry or reaching a wider audience through different marketing channels. Make sure the source of new enquiries is always properly identified and recorded.

10. Reduce wastage

Look within your marketing campaigns and budgets to try and identify wastage, so that you can concentrate on the activities which generate the most results. Don’t assume that just because a form of marketing has always worked in the past it will continue to do so forever, and constantly question where your resources will be best spent.

Selectabase, ready to help

If you need more help with your marketing plans, we also offer a range of free tools and guides; learn how to write a direct mail letter, better identify your target postcode areas and read useful sales and marketing advice guides.

Oct 16 2012

Selectabase & Maileva Join Forces

Selectabase and Maileva join forces to offer a unique direct marketing solution, and if they don’t deliver you get free data, free printing, free fulfillment, and free postage.

Selectabase, the leading marketing data supplier, and Maileva, Europe’s leading hybrid direct mail provider have joined forces to offer UK marketers a unique direct mail marketing solution.

Not only that, if any mail is returned as undeliverable they will resupply fresh data and mail to that new address for free. That’s free data, free printing, free fulfillment, and free postage. We believe this to be a unique guarantee in the industry.

Pascal Brighi, Maileva’s UK Director commented, “We are really excited by our partnership with Selectabase.  This means that customers can now order data, create their mailing, and get it produced and mailed all from one website.” He continued, “We are mindful that customers may be wary about buying mailing lists online, so we wanted to alleviate any concerns by offering a market leading guarantee”.

Steven Sellwood of Selectabase added “We are delighted to work with Maileva and we think that their online direct mail solution is so good that we are actually offering it to our customers too. SME’s in particular have been turned off from direct mail because of the hassle involved in creating a campaign and the cost. Typically there are many suppliers to manage from list brokers and printers to mailing houses and postal operators. But now thanks to Selectabase and Maileva, producing a direct mail campaign is quick, easy, and cost effective, you can do it all from your PC in a matter of minutes”.

Within Selectabase’s database there are 36 million households and 2.5 million businesses and these can be broken down by a wide range of demographics at the click of a few buttons. There is also no minimum quantity, so you can send test campaigns for just a few pounds, and if you get the desired response you can simply place a bigger order.

Recent research by MMC shows that direct mail ROI is on the up and open rates are at 91% compared to email acquisition open rates that are at 11%. It also illustrates that direct mail marketing can boost ROI from internet marketing and social media marketing too. Pascal concluded, ”Direct mail has had to reinvent itself in response to online marketing. The Maileva ‘hybrid’ direct mail solution provides all of the convenience associated with online marketing tools, but the customer or prospect receives a physical, personal and targeted piece of mail through their letterbox, and excellent ROI can be achieved”.

About Selectabase

Selectabase is one of the UK’s leading independent suppliers of quality B2B and B2C marketing lists, and easy to use data cleansing services. Selectabase is a member of the Direct Marketing Association. Find out more at www.selectabase.co.uk

About Maileva

Maileva is Europe’s leading ‘hybrid mail solution’ with 90 million pages printed for 10,000 customers in 2011. Maileva was launched in France in 2002, and BTB Mailflight, the company behind the UK launch was established in 1969. Find out more at www.maileva.co.uk

Apr 04 2012

March 2012 Prospect Download Trends

Welcome to the March Prospect Download round-up of useful marketing trends for businesses in the UK.

Each month we bring you the latest trends amongst UK businesses and consumers, all drawn from the range of Selectabase direct marketing lists. According to the most recent month’s data we identified the following…..

March 2012

This month we updated and fully restored Prospect Download Business & Consumer from Selectabase. This means that you could now have access to 2,639,728 businesses UK wide and 36,861,345 consumers UK wide!!

Why use Prospect Download Business?

Use Prospect Download 24 hours a day, 7 days a week to buy and download business-to-business mailing lists. Register online now and receive 50 free list credits in your account ready for you to download sample data. Read more »

Mar 26 2012

March 2012 Birthday Mailings Trends

Welcome to the March Birthday Mailings round-up of useful marketing trends for businesses in the UK.

Each month we bring you the latest trends amongst UK businesses and consumers, all drawn from the range of Selectabase direct marketing lists. According to the most recent month’s data we identified the following…..

March 2012

This month Birthday Mailings from Selectabase identified 142,941 individuals who are celebrating a milestone birthday in March 2012. These individuals may be turning 21, 25, 30, 40, 50, 60 or 65. The most popular birthday milestone was 21, with 23,779 individuals turning 21 in March 2012.

Why should businesses contact consumers on their birthday?

In the course of promoting our Birthday Mailings marketing leads, we are often asked why businesses should target their marketing to consumers on their birthday? The answer is that celebrating a birthday can trigger a range of opportunities for many different types of business – even when times are tough economically. So here we examine the science behind a birthday celebration.

There’s one time of year when consumers still spend money (no matter how tough the economy) and that’s when a birthday is celebrated. Businesses could well benefit from tapping into this extra spend.

Broadly speaking birthday spending falls into two different categories; self purchase and gift purchase… Read more »

Oct 27 2011

Latest UK Business Trends

Welcome to the October round-up of useful marketing trends for businesses in the UK.

Each month we bring you the latest trends amongst UK businesses and consumers, all drawn from the range of Selectabase direct marketing lists. According to the most recent month’s data we identified the following trends…

Read more »

Sep 19 2011

Free Tools for Marketing Agencies and Consultants

Selectabase offer a range of free tools which are useful for helping marketing agencies and consultants to research markets and identify opportunities on behalf of their clients. This can be for direct marketing and direct mail campaigns but also for general market research.

Read more »

Aug 31 2011

Selectabase Launch Free Trials of Prospect Download Lists

New users of Prospect Download online mailing list service from Selectabase are being offered free trials of business or consumer marketing data. Anyone creating a new online account will now receive 50 free credits to try out the Prospect Download service. The list credits can be used to source and download some sample data from the business or consumer databases, to use in a sample direct marketing campaign.

Read more »

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