So you have something to sell. And, you’re sure there’s a market for it. How are you going to get your marketing messages into the hands of your prospects … affordably
and with the least amount of waste?
Direct marketing continues to be the strategy of choice for marketers of small and mid-sized businesses. It’s cost-effective, trackable and best of all – it’s targeted,
meaning you eliminate the “misses” and the extra expense. Direct marketing has many forms, but the most popular are direct mail and email.
Marketing truism: 80 percent of the success of direct marketing is tied to the quality of your list and your offer. You can’t sell if you aren’t talking to the right people. And
they won’t respond if you don’t give them a good reason.
Choose the Best List
- Current customers are often the best prospects for additional sales.
- Inactive or dormant accounts are also a good bet.
- For new prospects, define what your ideal prospect “looks like,” then find a list with those criteria. It’s best if you can identify past behavior – someone who has already responded to you or to a business similar to yours. Demographic characteristics like age, income, business size or geography, will also go a long way in defining your target audience.
- The best mailing lists target a person’s name, but if you are mailing to smaller organizations, mailing to a title instead of a name can also be successful and assure better market coverage.
See examples of how we help businesses identify their audience through targeted lists on the mailing list rental and
management services page.
Craft a strong, relevant offer
- If you can sell direct, simply offer your product along with a convenient way to complete the transaction.
- If your product or service is more expensive or complicated, or requires additional sales support, use your offer to trigger the first step toward the sale.
- By offering product information or discounts, a helpful “how-to” guide or a white paper, customer testimonials or a free consultation or trial offer, you’ll give the prospect a strong reason to take action.
Learn additional best practices on increasing direct marketing response rates by downloading The Ultimate Direct Marketing Guide now.