Posts tagged: Direct Marketing

Oct 11 2013

October Update

Exciting news, we have just completed a full rebuild & refresh of our marketing data lists. Customers can now select from over 2.6 million UK businesses, 37 million UK consumers, the latest new businesses opening, individuals with a birthday approaching and even details of new brides-to-be – all available now!

Lists can be ordered directly from our website www.selectabase.co.uk, or you can call our experienced team on 01304 382211.

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.

Dec 06 2012

The importance of building the right marketing database

It’s all very well saying you need a good database to build your business, but first you need to know what you want to achieve and which section of the paying public you want to target.

Marketing is driven by three crucial aims: widening and deepening your current customer database; keeping existing customers and obtaining new ones.

The first step is to hold a brain-storming session with key members of staff to come up with an aim, then once you are focused it will be easier to acquire the right data.

Thanks to technology that a company such as Selectabase employs, businesses are able to sift through a vast amount of data enabling them to make better, well-informed decisions. That means they’ll be better placed to know how to spend their hard-earned cash on marketing to get the best value for money.

Once you are happy with your database you can decide which customers are:

-    likely to be more receptive to a particular promotion – Recency, Frequency Monetary value (RFM)
-    more valuable to you – Customer Lifetime Value (CLV)
-    better than others
-    how you acquire more of the better type of customer
-    how you package your message to certain sections of your customer database

In short, your marketing database should be anchored on solid foundations. There are no quick fixes and it is a labour-intensive exercise – it should be because your business is depending on it.

There are various ways of collating your own data, but it may be found in many places within your organisation not just the sales ledger. Look at systems you use every day, for instance: accounting; orders; sales tracking; outside lists and then link this data with your customers to get a picture of their buying behaviour.

You’ll want to know where they live, what they bought, when they bought it, where they were when you made the sale (the doorstep, the business premises, over the phone, via a leaflet or catalogue).

Once you have the structure in place you’ll need to clean the data. What does this mean? Simple, Selectabase’s service will identify people who cannot or will not respond to you; can sift out name and address duplications; update names, addresses and phone numbers and quite crucially, run a Telephone Preference Service check (TPS) to ensure you don’t contact those people who have expressed a desire not to be contacted by phone by marketers.

Should you phone someone by mistake who has actively tried to stop marketing calls, your business is breaking the law and could be fined up to £500,000. So watch out!

Marketing experts say that many businesses fail because the quality of their data or its structure is poor. You need clean data to understand your customers and this is an on-going process.

You do the maths. If 20 per cent of the addresses in your database were wrong and you spent £10,000 on a marketing initiative, you’ve wasted £2,000 before the project started.

Database marketing will continue to evolve, but the basic elements remain the same: you need to update your customer data on a regular basis and a business needs to gain quick answers to marketing queries. Technology is changing the landscape all the time of how marketing is delivered and how data is acquired, so ensure you keep up.

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 »

Apr 04 2011

Is Pay Per Click a form of Direct Marketing?

Are PPC programs like Google Adwords and Facebook Ads just another form of direct marketing, along with direct mail and telemarketing?

Read more »

Feb 07 2011

Greater Pragmatism in Technology for Marketing Predicted in 2011

A recent blog post at DM News has predicted that marketing will become more measured and cautious over the use of shiny new technologies in marketing campaigns this year.

Read more »

Feb 02 2011

White Paper Declares “All marketing will become direct marketing”

In what will inevitably be seen as a contraversial move in marketing circles, the autohr of a recent report has declared that “all marketing will become direct marketing” in the future.

Read more »

Nov 01 2010

Correcting some Myths about Direct Marketing

Direct marketing is one of the most responsive and cost effective marketing tools there is.  But despite this there are still various misconceptions about how easy to use and successful direct marketing can be.

We address some of these criticisms, and give you the facts about using direct marketing….

Read more »

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