Archive for: June, 2023

Proven Testing Strategies for Better Direct Marketing Results

Jun 06 2023 Published by admin under Uncategorized

One of the central strengths of direct marketing is your ability to test, calculate the results, and make adjustments to boost profits and lower costs. And no matter how creative your company or ads might be, you must approach the testing process with logic and discipline.

Here are a few tips for getting the full value out of your tests in any medium, including direct mail, print, and broadcast:

  • Make knowledge your #1 goal. Yes, you want to boost response and increase net income now. However, building a body of knowledge about what people want and what they respond to is ultimately more important. Testing is about gaining knowledge. Profits come from the application of that knowledge. But don’t just look for “what” works. Try to figure out “why” things work. This allows you to apply your knowledge intelligently.
  • Don’t rely too heavily on what others are doing. You must always run your own tests because every company, market, product, and offer is in some way unique. Learn from others, but consider it a starting point, anecdotal information at best. Most people don’t test as carefully as they should, so just because you frequently see a particular direct mail piece, ad, or broadcast spot doesn’t mean you can count on it being a winner.
  • Establish a solid control first. This allows you to confidently test lists, media, offers, prices, product configurations, and other big issues. Then you move on to control testing to boost results. Usually this means you should stick to the basics at first and try more creative ideas only after you have some solid response data and a record of success.
  • Run statistically valid tests. A change in results and a statistically valid change in results are two different things. If you don’t know the mathematics of testing, hire someone who does. When you do get a statistically valid difference (positive or negative), retest to confirm your results.
  • Have a goal for every test. What do you want to learn? Write down the questions you would like answered and run a test for each. Ideally, every test should answer one specific question.
  • Test one element at a time. Testing more than one element will make it impossible for you to know what makes a difference in results. If you’re testing price, change only the price in your ad. Don’t change anything else. If you constantly test elements to refine a control, you are taking what I call the “Evolutionary Approach,” slowly and methodically growing a stronger and stronger control over time.
  • Test an all-new approach. This is good if you don’t have the patience to test single elements or you want to try for a big boost in response all at once. The more different your approach, the better. Reworking the same approach may change results but won’t give you the breakthrough you’re looking for. This is what I call the “Revolutionary Approach,” going for the big win all at once.
  • Track results meticulously. Keep detailed reports on the number of pieces mailed, number of responses you get, response source, conversion percentage, income those responses generate, average order, percentage response, income per thousand, cost per order or cost per response, net dollar return, returns, bad debt, and every other fact that you need to calculate specifically how your ad performs. Over time, this will be a gold mine of information.
  • Use your tests to determine strategy. Mathematical results are the best way to end debates on issues such as creative approaches, formats, and offers. (If you’re afraid of results that don’t match your ideas, then you should look for another line of work.) Never assume. Always test. No one knows better what will work than your own prospects and customers.
  • Keep using your control until you beat it. Never, ever shelve a control just because you’re tired of it. If it’s making money, keep using it. Your control isn’t there to entertain you or win you awards. It’s there to generate income. Until you have the figures in black and white that conclusively demonstrate you have a new control, keep that old one going.
  • Keep testing. Testing is a long-term commitment. It’s not something you do once and forget. It’s not something you do only when you have a little extra in your budget. Testing should be part of your routine, everyday business. You want to follow what I call the Testing Loop: 1. Run a test. 2. Analyze the results. 3. Act based on the results. 4. Repeat.

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Using Sales Letters to Sell More Through Direct Marketing – 5 Reasons Why

Jun 05 2023 Published by admin under Uncategorized

If you are looking for a way to increase the sales of your product or service and you have tried interruption advertising before, you may want to switch over to direct marketing. For a much more efficient use of your marketing dollars you can close more to a targeted audience. Read on to find the benefits of sales letters.

Here are 5 reasons why you want to use sales letters with direct marketing to move your product:

1. You are multiplying your sales efforts- When you just sell to one person at a time, you have to physically be there in order to close each sale. If the client is wasting your time, or cancels that appointment, you may not have time to schedule another one. In addition, there is a cap on how many people you can see in a given week, thereby capping your income as well. When you sell with sales letters, all you have to do is mail to more people and you get more customers.

2. You can sell to a pre-qualified set of customers- When you are mailing to a pre-qualified list of customers, you will know the closing rate of your sales letter and can multiply your revenue easily. If you know that you make $500 each time you send 100 letters, then all you have to do is send 200 letters to make $1000. You can only do this with direct marketing, because you have created a customer list of people that are already interested in what you are selling.

3. You have the ability to contact the customer on a frequent basis automatically. By using a direct marketing campaign, you can send the customer a series of letters or email over a period of time, automatically. People need to be exposed to your sales message multiple times before making a buying decision, so a letter is one of the best uses for this method.

4. You can test your sales letter and change it inexpensively. Once you star using your letter, you can tweak different parts of it, like the headline, to determine your highest closing rate. Changing these is free in many cases. Trying tweaking a magazine ad or television ad once it has aired. The other ways will cost you a TON of money to test.

5. You can sell almost any product or service with a sales letter- Once you become adept at writing successful sales letters, you can use them to sell anything. Unlike different advertising mediums that are better for some services, than others, letters are a universal selling vehicle.

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Direct Mail and Direct Mail Marketing for Local Musicians

Jun 04 2023 Published by admin under Uncategorized

Many local musicians are starving yet have some really good stuff. If they can generate significant interest locally, often they can move on and cut a CD and get some local radio time and perhaps get signed with a record label. But all this can never happen if no one hears their great work. And without feedback they cannot adjust their music styles to maximize interest or generate fans. How can they move forward locally to see their dreams to fruition?

Well consider a robust yet inexpensive marketing and advertising program might do the trick. Let me explain; you see, direct mail and direct-mail marketing for local musicians works very well. It is recommended at local musicians put the list of locations where they will be performing at on the direct-mail marketing coupons.

These should be sent out four times per year to the ZIP codes, which seem to have the best demographics for the type of music, which will be played. If the band plays music which is geared towards a younger crowd they should send out the direct-mail marketing packages to those that goes with the most amount of apartments and condos.

If the band plays for an older audience than they should send it out to more high net worth individuals within the area and also have coupons for music services for parties or corporate events as well. Please consider all this in 2006.

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The Advantages of Direct Marketing

Jun 03 2023 Published by admin under Uncategorized

The biggest threat for web retailers is the direct advertising. Now the marketing owners are striving to drive more traffic to their sites. The main problem they face is the slipping of customers from their site to other marketing sites. Anyway by their visit you can understand that they have some interest in your products or services and if you know their contact details you can send them a direct mail. This may help you to regain those customers.

It is a truth that the visitors need to get satisfied by all means before they make a purchase. When they first visit your website they will get a good impression about your products. But this is not enough to stick them with you. For that you should put a newsletter signup forum on your website. This help you to collect the contacts of the customers and contact them with further details and can keep them updated with all your products. This will help you to make them fully satisfied with your services and when there is a need they will use your service.

Once you got their mail address do not send unnecessary spam mails. Whatever your product is you should keep in mind that you have many competitors who will use the same method to catch the customers. To get rid of those you should give some offers to your customers.

To be successful with direct marketing you should create those marketing mails carefully. You have to change the marketing style based on your target. The better effective your mail the faster will be your sales.

As there are many competitors you should offer something more interesting to attract the customers. You can send special offers and promotions directly to their inbox. So that when there is a need they will find more comfortable to buy from you.

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Direct Email Marketing – Value of Direct Email Marketing

Jun 02 2023 Published by admin under Uncategorized

The kind of internet marketing which has a specific target audience is known as direct email marketing. In this kind of email marketing is directed towards specific individuals. It is not an open ended marketing tool like the bill board or television advertisements. While it’s a very effective means of reaching out and popularising the products you are selling, there are some negative sides to it as well.

The most important advantage of direct email marketing is that you can easily assess your success rate. That is to say, if you send emails to one hundred people with promotional material and forty five people respond, you can immediately see how successful or unsuccessful your email campaign was. In case of a hoarding or advertisement on the television, on the other hand, it is much more difficult to accurately find out the success rate. At any rate, it takes a longer period of time. Therefore, direct email marketing is also a good way to evaluate your marketing techniques.

Direct mail marketing can also be risky. It must be remembered that spamming is to be avoided at all costs. Spam will not be appreciated by most of your potential customers, and putting them off will obviously backfire. Spam is very common on the internet and there are several laws in various countries making marketing through spamming illegal.

Well, so it boils down to the most important question of all: is using such a marketing technique worth it after all? We have given you the pros and the cons. Now It is upto you to decide whether you will use it or not.

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