Direct Marketing failsThe marketing textbooks say a targeted marketing approach, delivered well with inevitably lead to growth.

In the real world there are lots of barriers that can get in the way. Let’s use an example of a combined telemarketing and email marketing campaign. There are many factors to consider and check you get it right from the off.

First things first, what are your objectives?

How many sales leads would you like as a result of the campaign?

Perhaps your prospects take a while longer to convert, so are you going to try to find out when their next contract renewal date is and contact them again around that time? If so, how many prospects do you want to keep in touch with?

Think about what will make your email campaign a success. How many opens and clicks do you want to achieve and what do you want your subscribers to do? Read a particular blog post on a new service or product (of which you will follow up with a sales call in a non Big Brother style) or do you want them to download a brochure PDF?

How good or rubbish is your data?

Your campaign will depend on the quality of your data. If you hand a vintage database, created by your old sales manager, over to your agency, it is going to take a while longer to cleanse it.

Another question you need to ask is where the data is from and do you have permission to use it?

If you purchased it for use for a period of time and this has expired, you can’t simply hand it to your agency to use it. You could risk running into a hefty fine from the data company.

There are lots of affordable business data companies which sell sector specific databases. If your business is a member of your local Chamber of Commerce, they can sell affordable data for your unlimited use. They will also stipulate which records you can email, but not call (they may be on the Telephone Preference List or the Corporate Telephone List).

If you want specific job titles, a data company can provide these. There’s no point calling the MD about their forklift trucks, when you really need a named contact in maintenance.


Diarised appointmentsWho is going to follow up?

If you have a good sales team or sales manager who is going to follow up warm leads or clicks, think about whether they are the right person for the job.

Most sales people are good with warmish follow-up calls, but you might want to consider your telemarketing person following up if it’s not a lead the sales person has cultivated themselves.

If you have a telemarketing agency or internal resource following up, you need to ensure the sales team are at hand if they need any additional information or wanting to check diaries for appointments. The worst thing in the world would be for the relevant sales manager to be sunning himself in Tenerife whilst you have a red hot lead ready for a meeting straight away.

Getting the right message to the right person

Personalisation works. It might more time and resource to get that named contact, but it’s worth it.

Also think carefully about how the recipient wants to be communicated with. If it’s a busy maintenance manager, he or she will be out and about a lot it’s more than likely it will take a few calls to speak to them, but they will check their email every couple of days.

If it’s a busy IT manager, catching them on the phone might not be ideal, but they are likely to read email or a webinar later in the evening.

We’re all time poor with busy inboxes, so any campaign should be clear and you should ‘get it’ by reading the headline within seconds. A good image also helps tell the story.

If you have any experiences you’d like to share we’d love to hear from you.

If you need any help in getting a Direct Marketing campaign off the ground and have not got the time please get in touch.