Category: Campaign Planning

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 27 2013

Direct marketing company Selectabase is offering a one month FREE trial of its New B2B marketing list.

Direct marketing company Selectabase is offering a one month FREE trial of its New B2B marketing list.

New B2B is a unique direct marketing solution aimed at a wide range of business to business industry sectors. Subscribers receive a monthly list of all the latest new and changing businesses in their chosen postcode area.

Subscribing businesses mail their monthly prospects with an introductory letter explaining how their products or services should be of interest, followed up by telephone to achieve their desired outcome; placing a trial order, arranging an appointment, requesting a brochure etc.

An extremely wide range of businesses from many different sectors find New B2B a proven source of new business. Subscribers range from small ventures looking to target their immediate local area, through to larger organisations seeking to develop their presence in specific regions, or target new and changing businesses nationwide.

Industry sectors that experience particular success with New B2B include accountants, business services, consultants, design and print financial advisers, internet, IT, office supplies, recruitment, security, solicitors, tax advisers, telecommunications, training and utilities.

Using such a targeted and low cost method of promotion has proved attractive to subscribers, especially in today’s economic climate when traditional forms of advertising are often being cut.

An example of the success that can be achieved is provided by David an accountant from Northampton. David reports “On average I have turned about 20% of leads into appointments and then managed to convert about 50% of these into clients. The best time to get a new client is at the start up stage that is when they need an accountant most”.

Julie, a web designer from Leicester has also been impressed saying “The option of a rolling contract is very useful. I would recommend their company to anyone wishing to locate new leads”.

Fiona, who runs a secretarial services firm in Kent found the format of the data easy to manage saying “It was so quick and easy to utilise the data for marketing letters via mail merge!  Thank you to everyone at Selectabase.

New B2B data is all fully cleaned and verified before release by Selectabase, who are full members of the Direct Marketing Association (DMA), the UK’s leading professional body for the direct marketing sector.

Businesses wanting to trial New B2B data for themselves can now do so by signing up online at www.selectabase.co.uk/newb2b and entering the code AUG13NB100

For more details visit www.selectabase.co.uk/newb2b or call Selectabase on 01304 382211

Selectabase New B2B Business Lists

6 Sondes Road

Deal, Kent

CT14 7BW

01304 382211

Christine Hyde

http://www.selectabase.co.uk/newb2b

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.

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 »

Oct 04 2011

Smaller Regular Mailings can be Better than a Large Campaign

If you’re about to embark on a direct mail campaign it can be tempting to think big and mail a large sized list in one big hit to try and generate instant and impressive results. But there is much to be said for approaching direct mail in a smaller scale and more targeted fashion.

Read more »

Sep 30 2011

New B2B Data Now with Added Value

All data purchased from New B2B is now licensed for multiple use at no extra cost so you can contact each month’s list of new business leads as often as you like.

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 »

Sep 12 2011

Why you Should Resume Direct Marketing this September

Late September is a good to time to launch a targeted direct marketing to both business and consumer markets.

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Sep 02 2011

How Social Media can Impact on Direct Marketing Campaigns

Like it or loathe it, social media is here to stay and is having an ever increasing impact on society and can also have an impact upon how you conduct your direct marketing campaigns.

Read more »

Aug 31 2011

Direct Mail Popularity Continues to Grow

According to the latest search trends from Google, interest in Direct Mail has grown to it’s highest level in 2011.

Read more »

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