Since the widespread adoption of the Internet, the methods of direct marketing to current and potential customers has changed dramatically. The days of Post Office delivered mailers have become almost non-existent and the over abundance of non-targeted mass mailers and plain old “junk mail” has created a very negative connotation with today’s consumers towards offending companies. Mailers, printed or emailed and for both current customers and prospects, need to be targeted, understood and communicated accurately too.
One of the great new tools I have used for direct marketing to current clients and prospects is direct email marketing. With most everyone on-line today, these tools have become the most cost effective and measurable methods to direct market. The two tools I have used and still rely on are Constant Contact and Swiftpage. Both methods allow you to upload CSV files, regardless of size, to the on-line software and sends out batch emails of your design for you. The great thing, because of the new anti-spamming laws, the programs will send batches in a small enough quantity to minimize the labeling of your campaign as SPAM. The programs also allow your targeted list to choose to opt of all future emails, will track emails that are bounced and checks for duplicates. It is your QA service!
Here is a great breakdown of the various lead generation tactics that marketing executive broke down as a percentage being used and the percent of perceived effectiveness.
Measurable Results
Another great benefit of using these tools is that they provide you with measurable results! They will track who opened your email, who clicked a link in your email, who forwarded your email and who responded to the email. All of which is invaluable when you evaluate what marketing efforts awarded you the highest ROI. I personally also like knowing who went how far through the information process before starting my follow up campaign items such as phone calls, follow up emails and in person sales calls. As always, the more you know about your customer, the more effective you are in providing the information they want to find.
Here is a sample of a report Swiftpage provide for me regarding a campaign that was done for an event that occurred in June.
Smart Marketing
Whether you are marketing to your current customer base or prospective clients, being in consistent and targeted contact is key. You need to time it right though, too much and you are over doing it and burning them out on your message quickly, however, too little and your clients and prospects forget who you are and move on to someone. Use the resources that are available, work with a marketing professional and/or read how others are utilizing the tools you are pondering implementing.
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