How To Conduct A Direct Marketing Campaign

How To Conduct A Direct Marketing Campaign – Beta Compression

How to conduct an effective direct marketing campaign?

How to make the most of your customer file?

What are the key success factors in direct marketing?

The direct marketing can be defined as the set of techniques that aim to communicate directly with clients or potential clients in order to generate returns and sales. We talk about “direct marketing campaign”: e-mailing campaign, call campaign, SMS or sending postal mail.

Direct marketing and digital marketing campaigns can be conducted in B2B (business to business: communication to other companies) or in B2C (business to consumer). If the goal is to communicate only with the acquired customers, the direct marketing operations come under the management of the customer relationship.

In all cases, the quality of the source data is a key element of success.

The Evolution of Direct Marketing

The golden age of direct marketing was in the 1980s and 1990s. The return rates in relation to postal mail were then higher than today. The emergence of the Internet in the mid-1990s revolutionized direct marketing by offering a much cheaper solution than physical mail.

Nowadays, it is increasingly difficult to obtain positive results from an e-mailing or direct marketing campaign, in fact:

Consumers Are Saturated With Messages of All Kinds and Tend To Sort Quickly,

The tools and software for sending postal or electronic mail have become more democratic (some are free), which has further increased the competition in terms of communication,

Consumers are increasingly suspicious of the multiplication of scams and phishing attempts (phishing).

Yet direct marketing remains a potentially effective tool if it is well prepared and well used.

The success or failure of a campaign can be played out with a few details.

Here are our tips for successful direct marketing campaigns including e-mailing. Check below to make your direct marketing campaign more effective:

Read Also: 4 Principles Of Marketing Strategy You Should Know

Tip # 1: Address the targeting and quality of data

The quality of the source data is essential. E-mail addresses, postal addresses, and telephone numbers must be functional, up-to-date, consistent with the targeted population, and free of use.

The data may come from:

  • The company’s own customer file (or prospect file),
  • The purchase of a qualified lead file: email file, phone file or physical address file. In the case of file purchase, it is advisable to make guarantees as to the quality/relevance of the data.

As an example, email offers complete customer databases, data processing services such as duplication, and services related to fine knowledge of customer characteristics.

Tip # 2: Your message must be adapted to the target and answer a problem

This is the second key success factor. Again, everything can be played on invalid details. The use of one word, one argument, one color, one font rather than another may or may not trigger the action.

The message must be perfectly adapted to the target. It must answer a problem or a concrete concern. It must convey a concrete response or call to action. It must look authentic and be reassuring. Finally, it must be accompanied by proof of the effectiveness of the product or service.

Read Also: 6 Marketing Practices That Could Double Your ECommerce Sales

Tip # 3: Use adapted tools

Particular attention should be paid to the direct marketing tools used:

  • They must allow the message to be broadcast in the right format and at the right time,
  • They must allow a significant productivity gain compared to traditional solutions, and this for an acceptable cost.

Many companies offer customized database solutions coupled with e-mail, direct mail or SMS communication tools.

Read Also: Top 10 Digital Marketing Tools For ECommerce Websites

Tip # 4: Choose the right time for marketing

The choice of timing is essential, and can dramatically change the rate of return. Depending on the sector of activity, we will avoid periods of holidays, holidays, long weekends…

Tip # 5: Measure the returns from a campaign

Measuring returns from a direct marketing campaign is critical to whether it is worthwhile to renew the campaign or not. It’s about:

  • Aggregate all the costs of the operation: time spent, cost of the acquisition of the addresses and data, cost of creation of the message (graphics for example), cost of the solution of diffusion, cost of the providers, and the cost of sending it itself.
  • Measure the revenue generated by the operation in terms of turnover, or rather of gross margin. This is not always obvious: the operation can generate returns over a very long time; it is not always easy to ascertain where new clients come from; finally, we must measure the potential future margin generated by a new client in the event that it remains faithful.

Hope these trick will help you to lunch your marketing campaign effectively. If you have any suggestion which we would have included, let us know.

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4 Principles of Marketing Strategy you should know

4 Principles of Marketing Strategy you should know – Beta Compression

Marketing is becoming one of the key pieces for any company. If we review the history of how companies have evolved, we will see that traditionally these have always focused on the product.

Basically, companies have always sought, in general, to offer a good quality product and have been concerned throughout history for the durability of this, as well as all its benefits, even the most hidden. Nowadays this does not happen.

The tendency is that the business world focuses its attention on the way to sell the product and has left a little aside from the product itself.

Read Also: Key Metrics To Measure Your Customer Service Effectiveness

Moreover, before a technology is was simpler, when there were few television channels, some radio stations, a few magazines and one or two newspapers in each market. Reaching consumers was easy and if you had a convincing message, you could move a product; but nowadays, technology has made it much more difficult. So, to become aware of these marketing strategy pay attention to the 4 principles of marketing.

Here are the 4 principles of marketing which will help you to develop your business market more strong:

Define the Objectives

So much happens with current marketing, that everyone struggles to keep up and at the same time, marketers feel the pressure to be “progressive” and to actively integrate emerging media into a Marketing Plan.

However, a good digital marketing plan does not depend on the number of devices and neologisms you use, but on the effectiveness with which you achieve your goals and therefore, how you define your objectives will have a profound impact on the results.

4 Principles of Marketing Strategy - define objectives - Beta Compression

Most companies should focus adequately on the evaluation of only three indicators: awareness, sales and customer service.

Maybe your brand is not well known, or maybe you have problems with the conversion of consciousness to sales or need to promote consumer service and although every company needs all three, it is important to focus on a primary objective or your strategy it will be confusing.

Read Also: 6 Marketing Practices That Could Double Your ECommerce Sales

Recognize the Consumer Power

Consumers are well informed about most of the products and services they are interested in, so the sale should be based on dialogue and marketing in “connect and collaborate”, contrary to how it was until recently that focused on selling with a monologue and focus marketing on “direct and control” the consumer.

4 Principles of Marketing Strategy - recognize consumer power - Beta Compression

We must offer our clients better solutions, more satisfactory experiences and the opportunity to have a long-term relationship.

All marketing activity should be aimed at communicating to consumers the value proposition of the product, not its characteristics and functions, which is what is done in a large number of marketing communication activities.

To know what things our customers consider “value propositions”, we advise the following:

  1. Identify the expectations of our customers or potential customers.
  2. Decide by what values we will compete.
  3. Analyze the ability of our organization to give these values to our customers.
  4. The message we must communicate and sell is about the value we deliver, not about the characteristics of our product.
  5. Ensure that we deliver to the market the promised value and that over time we are improving and expanding this value model.

Marketing Communication

The main focus of the old marketing, were attractive advertising campaigns that attracted the attention of the consumer conscience and once potential customers were aware of the product, direct sales and retail promotions could close the deal.

4 Principles of Marketing Strategy - marketing communication - Beta Compression

But today, Most entrepreneurs in the eagerness to offer their products or think an attractive message forget to communicate effectively, that is to say, that it is composed of other elements equally important for it to be successful:

Read Also: 4 ECommerce Tips To Keep Your Customers Happy

When developing a strategy, you must take into account the following elements:

  1. Content: Message
  2. Client: Receiver
  3. Channel: Medium
  4. Moment: Context

If these four elements are developed properly and are aligned towards the same objective you can ensure the success of your marketing strategy.

Profitable Investment

4 Principles of Marketing Strategy - profitable investment - Beta Compression

Do not forget that the product or service offered must seek the happiness of customers; this should be the main objective if it is clear, and all actions will positively influence the brand building and will be established in the minds and hearts of its consumers.

Remember that a happy client will become an evangelist of their products and services; in the words of businessman “the best advertising is what satisfied customers do”.

In short, the best marketing strategy works only if you have a good product that provides positive experiences to your customers.

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