How to Increase Email List Effectiveness

You have your email marketing lists ready. You know exactly the kind of client you want to attract – and you have composed an outstanding message which is simply guaranteed to convince your target audience that your business is by far the best in the industry. You know it – and it’s high time they knew it too. Unfortunately, however, as many as 80% of all emails received are either deleted without being read or – worse – default straight to the folder labelled JUNK. So how can you avoid your carefully composed message going the same way? How can you increase your email open rates so that your email is seen and appreciated by the people you are trying to reach? The answer is simpler than you might think – and this post aims to give the keen email marketer an insight into effective email communication.

Make it Personal

Think about your own inbox. You probably receive hundreds of emails a week – and you probably automatically ignore those emails that come from generic addresses. The fact is, an email received from, for example, ‘info@abccompany.com’ is more likely to stay unread, whereas a message from ‘mrwhite@abccompany.com’ seems to ‘speak’ to the reader before it’s even been opened. Basically, a personal address is more direct and tends to pique the reader’s curiosity – making your email marketing campaign far more effective. If you can, try and send your emails from a personal (but business related) account, preferably with a first or second name in the address line.

Keep it Simple, Keep it Short, Keep it Direct

This advice relates to your subject line. If your email header is overly complicated, doesn’t relate to your business or email content and gives an offer that seems too good to be true – it will end up heading to the trash folder. So, instead of including a lengthy subject header that promises fantastic discounts, think of ways you can get your message across without sounding salesy.  People are bombarded with overt sales and marketing messages on a daily basis and as a result have actually become desensitized to it – so avoiding this angle in your email marketing literature is imperative.

Be Aware of Spam Filters

Spam filters are there to protect the innocent email user from unsolicited emails. You know those messages that seem to shout at you about AMAZING 50% DISCOUNTS!!! and Save Money On Your Favorite Products- Sale Now On!!!!!!…? You get my drift – and for the most part, these types of email will naturally default to the JUNK folder, for obvious reasons. The spam filter is pretty clever and if it catches too many exclamation marks, lots of shouty capital letters or even a generic sales subject – it will throw them away – and rightly so. Similarly, emails that contain too much HTML, images or videos are likely to end up in the bin.

The Time is Right

People access their email at different times of the day (and night) – but statistics have shown that open rates tend to increase depending on the time an email is received. Week days are the best for making sure your message is seen – with weekends and evenings proving less successful. Having said which, the demographics of your target readership could dictate the best time or day for you to send out your emails. If a company wanted to inform their readership about potential savings regarding vehicle expenses, they might benefit from targeting an ‘at home’ audience who take care of personal errands after a full day at work. Or, if a business needed to tell prospective clients about a new mobile app which could streamline their working life, it would probably be best to concentrate their email marketing during traditional office hours.  It’s always a good idea to try experimenting with different times and subject headers in a bid to establish the most profitable time for you to click ‘send’.

Finally, and perhaps most importantly-  make sure you respect your intended readership. People aren’t stupid and even if they open an email, if the content fails to match up to expectations they will ignore or delete the message immediately. Your email content needs to be engaging, pithy, informative, NOT too salesy and, where possible, helpful. People love learning new things, especially regarding subjects about which they are already interested – and if your email can deliver this, then your prospective client is far more likely to carry on reading – again and again.

By Brad Allen

 

Why Overlooking Telemarketing Could be a Big Mistake for Your Business

If you run or manage any aspect of a smal or medium-sized business (SMB), it’s likely that you’ve considered using some form of telemarketing before. It’s also possible that you decided to focus on other promotional channels, like social media, and ignore telemarketing.

There are a few different reasons why businesses would choose to overlook using telemarketing leads in their marketing activities; however almost all of these are based on false information. With that in mind, let’s take a look at the reasons why overlooking telemarketing could be a big mistake.

Quality telemarketing leads are like gold dust

With so much focus on internet marketing, it’s not a surprise that many companies choose to invest in that area first. Social media marketing has been a hot topic in recent years and so the natural assumption has been that this is what ‘everyone else’ is doing, so it must be effective… right? Wrong. Well, that’s not to say social media marketing doesn’t work, simply that using methods such as a telemarketing list can work even better.

There is actually evidence for this – a study by the Direct Marketing Association (DMA) recently concluded that the Return on Investment (ROI) for calling telemarketing leads is actually higher than that of email marketing.

Qualified and targeted telemarketing leads: your secret weapon

Because many SMBs rely on personal service and local connections to make their business thrive, social media marketing doesn’t always work as well as it could for large organizations. Instead, telemarketing has the edge.

The reason for this is that telemarketing can be a very personal way of doing business. Rather than simply typing a tweet or Facebook message, calling quality telemarketing leads can actually speak to a real person and establish and genuine dialogue. Questions can be asked and answered in real time, and a natural rapport can be built.

Telemarketing doesn’t need to be intrusive

Due to the way that some businesses have chosen to employ telemarketing, there is a belief that use of homeowner telemarketing lists can in some ways be intrusive – but nothing could be further from the truth. By establishing who the prospects are, when would be the best time to call, and engaging them in a very real way, telemarketing can be a fantastic way to reach an audience.

It’s also dependent on who is making the calls; telemarketing leads don’t need to be ‘forced’ by aggressive sales people, they can be genuinely cultivated through honest communication and a real dialogue. There’s simply nothing better than talking to a real person and getting real answers. It makes that first sale so much easier (for both parties).

By choosing a friendly, outgoing team (who can actually take ‘no’ for an answer), your SMB could unlock a marketing channel you hadn’t considered – and reap the financial and reputational benefits at the same time – so don’t make the mistake of ignoring the potential of leveraging targeted telemarketing leads lists.

An excellent book on this topic which I’d highly recommend is Telemarketing Success For Small and Mid-Sized Firms by Tony Wilkins.

by Brad Allen

Key Elements of Using Sales Leads Lists in Successful Marketing Campaigns

using sales leads lists successfullyEver heard the phrase, “You’ve got lots of potential”?  It’s usually a consolation prize for someone who isn’t getting what they’re after – a sort of “better luck next time, kid” gesture.

It’s the same working with sales leads lists – you are not dealing with clients, but potential clients.  As bad as that sounds, a sales lead isn’t as difficult to develop as cold-calling, as a sales lead is based on some action (e.g., someone inquiring through a website, leaving their card at a booth, or some other method of contact) that expressed interest in the product or service you or your company offers.

The goal of any sales lead campaign is to find or create actual clients and there are a number of ways to accomplish this, each with their distinct advantages and disadvantages.  When it comes to generating leads, there are several techniques to choose from, depending on the size of your company.  Larger companies usually have marketing departments manage building sales leads lists, but in smaller companies, sales reps often have that task.

Generating Sales Leads Lists

The following are some proven techniques for generating sales leads:

  • Networking
  • Advertising (TV/print/Web)
  • Telemarketing and tele-prospecting
  • Buying a sales lead list

Networking

It can be as simple as contacting people you already know and have a relationship with to see if they or someone they know may be interested in your product or service.  Opportunities to meet people who have a more general interest (say trade show attendees) are also good prospects for business-to-business (B2B) networking.

Web Advertising

Online advertising has become the most powerful tool for generating sales leads.  In one week alone (September 24-30, 2007), people clicked on over 53 billion online ads [Source: Nielsen NetRatings]. By incorporating short surveys or contact forms into web ads, sales representatives have a fantastically powerful new source for creating sales leads lists.

Telemarketing and Tele-prospecting

This involves using a telemarketing firm to contact possible sales leads and solicit their business.  Everyone can relate to getting called by a telemarketer when you’re either not interested or it’s an inopportune time to be pitched to, which is why working with properly targeted sales leads lists is an invaluable tool for making a telemarketing and tele-prospecting campaign more effective.

Tele-prospecting

is utilized for B2B sales generation in which targeted business prospects are contacted by operators trained to be so well-versed in the product (and often the potential client) that they can be more extemporaneous in cultivating interest.

Sales Leads Lists

As we mentioned earlier, targeted lists are ideal for capturing potential clients on a large scale and there are multiple direct marketing (DM) companies that specialize in providing general to highly targeted sales leads lists.  As you can readily imagine, for a successful sales lead campaign, having a list of potential clients that are known to have purchased or expressed interest in your product or service can be a game changer for any sales or marketing team seeking to maximize the ROI on the sales lead generation campaign.

Author: Brad Allen

Why a Nurse List Can Enhance Your Direct Marketing Success

If you are looking to market a medical product, you might think that a medical mailing list consisting of largely doctors and office managers is the best way forward. However, using a nurse list to add nursing staff to your direct mail and telemarketing campaigns, having a nurse targeted email list, mailing list and other direct marketing campaign lists could also work very well.

A Targeted Nurse List Connects You to Influencers of Clinical Decisions

Nurses have an influential role when it comes to patient treatment, with a study by Manhattan Research showing that of 800 nurses, 50% of those surveyed felt they had a direct bearing on the medical care a patient received. Gone are the days when doctors have overall say on patient care, as with multidisciplinary team working within healthcare, a range of healthcare professionals provide their input and with nurses having significantly more contact time with patients than physicians do, they are well placed to contribute to the decision-making process.

The opinion of advanced practice nurses, with their more specialist roles, is especially valued, with nurse prescribers also having the power to make decisions regarding which drugs a patient needs. However, this isn’t the only reason why you should have a nurse list for your direct marketing campaigns.

Nurses Guide Patient Choices

A piece of research published in the American Journal of Managed Care , that reviewed which health professionals are most influential when it comes to encouraging patients to continue with their medications, demonstrated that after pharmacists, it is nurses who patients are most likely to listen to.

Targeting drug information through nurse email lists can increase their awareness of the benefits of specific treatments, which nurses can then pass on to their patients by way of advising them to comply with medication regimens.

Use Your Nurse List to Promote Online Educational Resources

Although unregulated content on the internet can prove harmful if people search indiscriminately for medical advice, reputable advice, including that provided by companies offering medical products, is a valuable patient resource. Indeed, in a survey by MedTera, 95% of those receiving medical care would value more detailed resources and 84% would be happy to receive advice regarding online resources.

The Manhattan Research study also highlighted that nurses view the internet as having a positive influence with regards to patient care from the point that they can guide their patients to the most suitable sites and resources to help them to better understand their condition and its management. Nurses embrace the internet as an educational tool more than many physicians do, which is why adding a nurse list to your direct marketig campaign should be carefully considered. Adding nurses to your lists, and informing them of any patient educational sites is of benefit, as is gaining an understanding of which sites they send their patients to – for further marketing efforts.

However, nurses also value the internet for their own education, providing an easy way to keep up to date with recent advances in best practice, with knowledge of this essential for nurses to maintain their professional registration. Providers of online education can therefore tap into this through the creation of a targeted nurse list, to market their resources for continuing professional development.

The Value of a Targeted Nurse List

Those marketing other services outside of healthcare may even benefit from compiling a targeted nurse list to take advantage of these well-educated professionals and their spending power.

By: Brad Allen

Is Direct Marketing still a Relevant Tactic in the B2B World?

By: Brad Allen

In recent years a lot of the chatter in the marketing world has been centered on the growth of social media networks and the internet. Some might be forgiven for thinking that the use of direct mail marketing has been all but forgotten in light of the newer tactical options. Has the world of direct mail marketing suffered a killer blow from the rise of social media channels and the internet? Or is there still a place for B2B direct marketing offerings?

Well, some recently released information would suggest that it is still very relevant within this market place. Online marketing tools, it seems, have not completely cornered the marketing world across all audiences and the printed materials of mailing, letters and catalogues are still deemed to have relevance in a B2B context. A survey by Marketing Sherpa found that around 79% of the 1,000 people surveyed believed direct mail delivered to business mailing lists to be either very effective, or effective, as a tool for their business. 34% of business service organizations found direct mails to be very effective.

The key to a direct marketing campaigns’ success appears to be ensuring that the direct mail targets its audience perfectly – meaning that your B2B direct marketing lists need to be up to scratch. This could be why the business services group found the tool more useful than say a business technology company. Take a look at these top points to make sure, that as part of an integrated marketing mix, your next B2B direct mail hits the spot.

Remember your audience

Keep your target audience at the front of your thinking all the way along when creating the campaign; it needs to offer them value in order to be successful. So think about the timing, the imagery and content to ensure that your audience will be receptive.

Make the message meaningful

Ensure that the direct mail is part of an overall omni-channel campaign and not a stand alone or add-on at the last minute. Providing your customer with a seamless marketing campaign will help the direct mail become more effective.
Think about size

Going big is coming back – think outside the box when it comes to the design of the piece. Larger or unusually shaped mailings will grab someone’s attention more so than a plain white A4 envelope landing on their desk. Getting that attention is the start then you need to employ your meaningful and relevant message to keep them with you.

Plan your spend

Direct mail can be an expensive marketing option so make sure you do the math first. Work out what level of ROI you expect, you can then potentially tailor your business mailing lists to target your audience more specifically. Even if you mail less through this method you can up your cost per piece to produce a higher quality piece of direct mail that then should provide you with better results.

Email is the Language of Modern Business… How Well Do You Speak It?

If you run a business or you’re responsible for the marketing of one, you’re probably inundated with new ways to reach prospects and clients. From social media to viral marketing, there are countless means of attracting attention; the trouble is, a lot of these are ‘flash in the pan’ ideas. They may work in the short-term, but falter when it comes to long-term effectiveness. That’s exactly why time-tested solutions such as email marketing are so reliable – especially when it comes to selling business to business.

The heart and soul of modern business

If there’s one thing that almost all modern businesses have in common, it’s email. For the vast majority of decision-makers, email is their touch-point with the rest of the business, as well as suppliers and clients.  That’s just one of the reasons why investing in a business email marketing list and harnessing the power of email marketing is such a great idea. It’s not only a great way to circulate ideas and generate brand awareness, it also enables new forms of interaction, such as meeting requests and webinar invites. These leads can be secured in the click of a button, and all thanks to a business email list.

The problem with social media

A lot of newer branding and marketing companies are pushing social media as the ‘next big thing’. That may be true for consumers, but what about businesses? How many CEOs or decision-makers have you seen browsing Facebook or Twitter during their working day? It’s not a common sight. And for that reason, social media marketing can never be as effective a promotional tool as something like email marketing. All you need to do is purchase an email list and you have in your hand the power to reach countless businesses in a way that really works. Social media marketing is a scattershot approach; with email marketing, your results are truly measurable.

Communicating on the same level

The key of business to business marketing success is being able to communicate on the same level as your prospect. Email is a language all modern businesses can understand. The onus is then on you and your creativity to use email in a unique way to catch attention and avoid trash folders. But regardless of how you go about that, using a business email list is certainly a far wiser investment than any of the ‘new media’ solutions. Don’t forget that B2B is a totally different arena than B2C; reaching business owners via social media is a fruitless endeavour. The key is to speak the same language to make the connection; and in the case of most modern businesses, that language is email. An email marketing list, then, is your dictionary.

As the old saying goes, if it ain’t broke, don’t fix it. Since the advent of email communication in a business context, it’s been at the core of all operations – and there’s a good reason for that. Email marketing gives you a direct line to your prospective customers… where you go from there is up to you.

Author: Brad Allen

Telemarketing: Still a Key Ingredient of the Marketing Mix

By: Brad Allen

In a world that’s so heavily focused on digital and online, it’s easy to understand why so many businesses plough a lot of their marketing resources into that area. Naturally, though, we will reach a point when these marketing channels reach saturation point – leaving some companies out in the cold. That’s why it’s so important for businesses to explore all marketing channels to their fullest extent. One such channel (and one which is often neglected) is telemarketing. Let’s explore the reasons that not only is telemarketing still alive and kicking, it could just be the most successful marketing tool you ever implement. 

Marketing leads are like gold dust, and many businesses spend the vast majority of their resources chasing them. Depending on your product or service, you may receive hundreds of these leads a month, or maybe just one or two. In either case, telemarketing can be a great way to hook these leads in and – more importantly – close them. One of the best things about telemarketing is how adaptive it is to your budget. There’s no need to employ a team of hundreds if you’re only after a few leads, you can hire just a few great salespeople. Contrast this with web advertising, whereby you simply publish ads and cross your fingers, and you can see that telemarketing is a much smarter and cost-effective solution.

One concern that some companies have when considering this form of marketing is how best to source targeted telemarketing lists. These business marketing lists are essentially tailored to your specific industry.  There’s no use trying to sell stair-lifts to people in bungalows, for example. With a telemarketing list on hand, you can be certain that you’re reaching the right people at the right time. After that, the onus is on your sales team to make the most of each of the leads. With the right team on the phones, telemarketing has proven time and time again to be one of the most effective forms of promotion. It’s great for consumers too: having a real person to talk to means they can ask any questions they need to right then and there. That’s a level of peace of mind that only in-person sales that come close to; online advertising still has a way to go before it can reach this kind of personal service.

Don’t waste your company’s precious resources on scattershot “cross your fingers” style advertising; instead invest in a telemarketing list and a professional team of salespeople. With both of these elements combined, you’ll find that your business gets a huge shot in the arm – not only in terms of sales leads, but also in brand awareness and cost-effectiveness. Telemarketing is an adaptive form of advertising, and one which can be refined as time goes on. Sales script not working? Try something new. Team member not making enough sales? Re-train or replace them. Unlike other forms of sales lead generation, telemarketing is truly flexible. There’s a reason it’s still used by many of the world’s biggest multi-national corporations.

So what are you waiting for? With an integrated phone-based sales system and a business marketing list to hand, your promotional efforts really will be a win-win.

Why a Sales Lead List is More Effective than Social Media Marketing

Much has been made of the power of social media marketing in recent times. However, is it really all it is cracked up to be? When you compare this form of marketing to the notion of using a sales lead list, it doesn’t look quite as powerful as it did before.
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How does marketing with a sales lead list differ from social media marketing?

Before we answer this question, let us focus on what a sales lead list is. Put simply, it is a list of names and email addresses of people who have expressed an interest in a particular topic, item, product or area. Your ideal list of names will be comprised of people who are interested in your business area. For example, your company may specialize in selling various forms of insurance. In this case you would want to create a list of people who are interested in the insurance policies you sell. They may have expressed an interest in getting a quote at some point in the past. They may not have gone ahead with it, but you know they may have a need to buy such a policy because of the previous contact they have shared with you.

Finding leads via social media sites

Let’s now compare this process with the idea of finding leads via social media marketing. In this situation you would have to focus on establishing a presence on a social media site (or more than one, if you wanted to gain the best results). This takes time to do, whereas building up a sales lead list can be done as part of developing and promoting your business website.

It is also much harder to engage with people on social media sites. Let us assume for a moment you build up a following on Facebook. You may have thousands of likes on the site, establishing you as a company worth following. It will undoubtedly take lots of effort to reach this stage. However if you want to promote your insurance products you will have to steer these people towards your website anyway. As you can see, the real power is in the sale lead list, because this stays with you and your business for as long as you hold it. You can also divide the list into separate areas, so people who expressed an interest in life insurance will receive information and advice on relevant topics. Similarly people who requested a quote for car insurance will receive emails with relevant information in them. Thus you have far more control over a sale lead list than you would have over social media marketing. It is also true to say many businesses can be assured of generating further sales every time they send an email to their sale lead list.
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Better results from a sales lead list

Providing you maintain your list effectively, cleaning it regularly and ensuring it only contains names that represent good leads for your business, you can generate a higher income for your business than you would achieve from social media marketing. This is not to say social media marketing is worthless; rather it is to say it should be used in a different way. Think of it as one of the ways in which you can generate names to go on your sale lead list, rather than directly competing with it.

Many business owners have pointed to the power and value a list of this type holds. The more names you have on your list, the more potential there is to earn money from it. This holds true not just now, but for the future as well. The long term value of a single customer can be huge. Furthermore it costs more to get names of potential customers in the first place than it does to carry on corresponding with them once you have them. You have a far greater chance of converting a name on your list into a customer than you do of converting one of your social media followers into a customer. This fact alone should convince you of the power of creating and maintaining a sale lead list for now and the future.

Brad Allen is the President of ProMarketing Leads and has been advising clients on how to increase their marketing lead flow for the last several years, visit his Google Profile to see other topics Brad has written about.

Direct Marketing and Auto Sales

By Brad Allen

When it comes to auto sales leads, the most effective form of marketing is direct marketing. Car buyers can be highly motivated with a personalized approach, and direct marketing makes that personalized approach possible.

Attributes of Direct Marketing

Direct marketing holds certain attributes that distinguish it from other forms of advertising campaigns. The characteristics of direct marketing that make it the most effective in case of auto sales are; straightforward communication with the buyers, extremely interactive experience, and personalized marketing messages.

Direct communication to the buyers makes them feel prioritized and special, and this increases their desire to make the purchase. The direct communication can convince the buyers of the sincerity of the company, and it increases the buyers’ loyalty, as well.

Interactive experience engages the buyers in the overall marketing process. In case of auto sales, buyers are able to explore all the features of the vehicle before making the purchase. Buyers can do so either by talking to the representative of the company, by visiting the car showroom, or by visiting the interactive website of the company. In this way, the buyer is personally involved, and it strengthens the bond between the buyer and the company, making customers more inclined towards purchases.

Personalized marketing messages grab the attention of the buyers in a very short span of time. In case of other means of marketing, buyers may not attend to the marketing messages because they are of a general nature. However, with personalized messages, buyers will instinctively attend to the message and they will be personally involved in them.
The nature of this type of advertising campaigns allows for great diversity of channels to reach out to buyers; customers can be reached directly through cell phone, email, text messaging, or sales letters customized for each buyer, allowing companies to provide personalized marketing experience to each of their valued, existing customers or potential buyers.

Objectives of Direct Marketing

The main objective of direct marketing is the same as any other method of marketing i.e. to create awareness among the customers regarding a product and to create a desire to make a purchase. However, the additional objectives of direct marketing are to drive the customers towards a specific action and to acquire measurable responses from customers.

In other means of marketing, the responses of customers cannot be tracked; however, in case of direct marketing, customer responses are readily available. In case of auto sales, this marketing approach makes it easier for the company to determine the acceptability of the vehicles among the targeted customers.

Prerequisites for Direct Marketing

There is no doubt in the fact that direct marketing is highly effective in case of auto sales, but it must also be noted that direct marketing requires a significant amount of information. Since direct marketing is customer focused, the company needs various aspects of customer information in order to conduct direct marketing effectively. The major information includes; auto buyers lists, email addresses, phone number, postal addresses, and fax numbers.

The above mentioned information requires a widespread research which can be both costly and time consuming. However, acquiring auto buyer lists with the essential customer information can give the companies a highly effective edge in direct marketing. Such lists will eliminate the requirement for companies to conduct independent research to collect buyer information and to short list the potential buyers. Auto buyer lists also make it rather cost and time efficient to segment their markets; the lists are stratified in accordance with the preferences of the buyers thus making it simpler for companies to direct their marketing messages towards customer who represent higher potential. Thus, companies can directly contact the buyers that are deemed feasible for a particular vehicle. Buyers can also be encouraged to make a purchase, by learning about the best car finance rates available in the market. Buyers can also be motivated to make a purchase by making them aware about the options that allow them to get cars loans with a bad credit history.

Thus, direct marketing helps the companies engage buyers in the marketing process and increase their auto sales. It also helps the companies encourage buyers to take a suitable action to make the purchase. Therefore, it can be concluded that direct marketing is highly effective in case of auto sales.

Brad Allen is the President of ProMarketing Leads and has been advising clients on how to increase their marketing lead flow for the last several years, visit his Google Profile to see other topics Brad has written about.

The Effectiveness of Direct Mail for Holiday Marketing

A quarter of all personal spending takes place during the holiday season, which makes it a crucial time for most businesses. The average household in the United States spends $1,700 on Christmas and research suggests that November and December are the months where people are most generous with their money. This generosity often extends to small businesses, which makes the holiday season the ideal time for increased marketing in the local area and beyond.

Additionally, because Christmas is a time when people are primarily buying for other people, they are also, as a result, more likely to broaden their horizons in terms of the businesses they deal with. During the month of December, people are more likely to take part in a business transaction with a company they have never dealt with before than they are at any other time of the year. This willingness for people to spend money and expand their horizons makes it a great time for businesses to chase new sales leads. One particularly effective way to increase awareness of your business and attract new customers is through direct mail.

Benefits of Direct Mail Marketing

Despite the popularity of telemarketing and the more recent rise of email marketing, direct mail remains one of the most popular and effective marketing strategies available; especially for new businesses, those with a small customer base or those looking to expand beyond their existing customer base.

Setting up a mailing list is easy and direct mail is viewed by many as being less intimidating than telemarketing. Furthermore, postal mail has a statistically higher chance of being read than email marketing, which can often end up in junk mail folders or simply being ignored by people who are skeptical of phishing scams or viruses. Recent research by FastMAP found that nine out of ten people open direct mail and similar research conducted by Billets Media Monitoring put the figure at 91%.

Diret mail can be sent to target specific demographics, based on criteria like their annual income, location, occupation, age or marital status. It also provides easy to measure results, as a business can note how many solicitations it has sent out, measure the number of respondents and conclusively measure the response rate.

Research in the United Kingdom in 2011 found that 48% of people, almost half, responded to some form of direct mail marketing that they received through the post, which shows the huge potential that direct mail still has for businesses in the 21st century.

Capitalizing on the Christmas Rush

Consumer trends and spending during the holiday season are drastically different from the remainder of the year, so it makes sense for marketing campaigns to be different at this time of the year as well. As a business, it is important to tap into the Christmas market and one way to do this is by incorporating Christmas into your direct mail marketing campaign.

One way to achieve this is by offering special deals or reduced prices at Christmas and advertising them on the mail you send out. This can help to attract custom during the holiday season and these customers may then return in the months ahead. Another effective way to tap into the holiday spirit is by using Christmas themes on the design of your mail campaigns. It is important to remember that, during this time of year, people are often desperately seeking gift ideas and capitalizing on this can be immensely beneficial. Using Christmas-based designs can jog people’s memory or gain their attention quickly.

ProMarketing Leads can help to design and create the perfect consumer mailing list for your business and help to make it more effective by generating a targeted direct mailing list. In doing so, we can help to ensure that your marketing reaches the people who are most likely to have an interest in what you are offering.

Start Your Direct Mail Campaign Now

Whatever the nature of your business, it is likely that direct mail marketing can prove beneficial to your sales or public profile during the holiday season. The month of December, in particular, is a time when consumer spending is disproportionately high and people are more open minded when it comes to where they spend their money and what they spend their money on.

Statistically, direct mail marketing still produces great results, despite the expansion of internet marketing and telesales. The vast majority of people will open direct mail and almost half of people admit to having responded to marketing they have received through the post. With the help of ProMarketing Leads, you can help to make sure that your business reaps the rewards on offer during the season of good will.

Brad Allen is the President of ProMarketing Leads and has been advising clients on how to increase their marketing lead flow for the last several years, visit his Google Profile to see other topics Brad has written about.