Direct marketing is based on establishing one-to-one communication with your customer or prospect. The key to success with all Direct Marketing (DM) activity - includig email marketing - is effective targeting of your customers and prospects. Extensive experience from within the DM industry has clearly demonstrated that without effective targeting no matter how good your product, service or creative message – you will be wasting most of your investment in DM.
The building block for all DM activity is therefore customer and prospect data acquisition and data management. From here you can develop the segmentation and targeting data you need to deliver successful DM activity.
Our experience is that many small businesses struggle to manage their customer data efficiently; they find it difficult to build an effective database of their customers and prospects and they therefore risk wasting one of their most valuable assets. This makes it difficult to base key decisions concerning the growth of your business on critical information such as:
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Who are your most valuable customers?
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Which of your customers are unprofitable?
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Which of your customers has ‘lapsed’ and are no longer active?
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How successful has previous DM activity been?
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What is the ‘best’ method to communicate with your customers – direct mail, e-mail or direct response advertising?
Total Marketing Solutions is able to provide expert advice to our customers based on our considerable experience of delivering successful print and email DM campaigns - from managing the acquisition and development of customer data through to the selection and delivery of the most effective method of communication.
See our Resources page for some highly effective Hints & Tips on how to deliver successful Direct Marketing activity.
