Guide To Direct Marketing Data
Jargon Guide
Download Intelligent data’s Jargon Guide for an easy to understand explanation of all the direct marketing terms
Important Things to consider when purchasing direct marketing data
1. How the data is collected and cleansed, this is very important when choosing a data company. The single most important aspect of data is the accuracy, without this then you campaign is unlikely to be successful. Have a look at intelligent data's Database Cleansing Cycle
2. The quality guarantees on offer, after all, if the data is as good as the company says they should put their money where their mouth is. Just like Intelligent Data. We guarantee you'll get at least 97% accuracy on our mail and telelphone data, anything less and we offer a 2 for 1 replacement. simple.
Direct marketing myth buster
No one reads email marketing, they think its just spam.
Email marketing is the most cost-effective method of direct marketing available.
E-mail’s ROI index is 70 percent higher than any other direct-response marketing vehicle. - Direct Marketing Association (2006)
Direct mail generates very little money
Completely untrue. The direct mail industry in the uk produces a phenomenal amount of money. The value of sales generated as a result of direct mail in the UK is £17 Billion. (DMA economic impact analysis – direct mail 2007)
Consumers aren’t receptive to direct marketing
In the UK Consumer sales generated by direct marketing are estimated to be a significant £76.4 billion per annum – just over 9% of total UK consumer spend. (DMA economic impact analysis 2008)
Campaign hints and tips page
1. Check your database
According to Royal Mail, data erodes by about 20% every 3 months. So if your database is 12 months old, potentially 80% of your data is out of date, losing you potenetial business opportunities. Make sure the database is up to date, and that you've removed those registered with Telephone or Mail Preference Service, just like Intelligent Data do for you.
2. Keep it short
Keep any letter or email short, to-the-point and let the customer know what you can do for them. You need to ensure that you write it from the customer’s viewpoint, as customers don’t care about how much you rattle on about how wonderful you think your product is. All they want to know is how you are going to benefit them.
3. Include a call to action
If you dont give anyone a call to action, what makes them want to act on your campaign? Always include a telephone number in your campaign so they can contact you.
4. Follow up your campaigns
How many times do you get an email or mail shot and never get a follow-up phone call? Always opt for the option of getting offline data. It shows your willing to go the extra mile for their business and will tip those still considering your offer towards buying your products or services.
5. Follow up again
Follow up again in 6 months. Prospects will sometimes keep your information on file for use when a project or need arises. Make a note to remind yourself to call them back in 3-6 months.
6. Get your timing right
Timing is vital. For example unning business-to-business direct marketing campaigns on Fridays will produce lower returns as many directors are out of the office, etc.
