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March 27, 2019 by DataConsult

Be realistic when using cold Telemarketing lists

I have to admit I am not a big fan of telemarketing to consumers using a cold list even though I do promote such data.

Companies that use this method to attract new clients are normally separated into 2 types; those who have been doing it for a while and understand the limitations of the activity and those who are starting out trying to build a business or sell a new service that requires results quickly. The latter are regularly disappointed with the results and only repeat the activity once they explore other marketing avenues.

List telemarketing

Here are a few points you should be aware of when using consumer telemarketing lists;

  • Firstly, you can’t sell over the phone? Especially if the product or service is expensive or requires a great deal of involvement from the buyer. Companies who think they can telephone someone and convince them to invest in say property are just wasting their time. They need to invite them to a seminar or ask if they can send an information pack or a free property report etc. Then once the consumer has some trust in the company then they can progress further down the prospective buying line.
  • Secondly, you will only contact approx. 10% of the list. So if you have a list of 2,000 names you will only get to talk to 200 of them. This is due to voicemails and the consumer screening your number to see if they know you and blocked numbers. If you are using a crappy list then many numbers will not be connected as they are out-of-date or disconnected.
  • Thirdly, from 10% of the list, only 1-3% of them will have any interest in what you are saying. This obviously depends on the offer and whether you have selected the best possible people for your offer.
  • Fourthly, if your list is made up of mostly landline numbers many of these do not get answered as most people only use mobile numbers now.
  • Fifthly, overseas call centre type calls with the caller having a foreign accent just do not work. These days the consumer is well aware of the dodgy practices of some of these organisations and will hang up or make an excuse to get off the phone. You need the caller to explain quickly why they are calling and who they represent in a friendly local accent. If you are planning to use a call centre – use a local one.
  • Sixthly, the list you are using must be washed against the Do Not Call Register. There are over 1 million people on this register in Australia and if you do not have them excluded from the list you are using you are breaking the law and could be up for a large penalty.

So I hope this gives you some unbiased information regarding using cold consumer telemarketing lists. I do think there is a place for running such campaigns if done correctly and remember always set reasonable realistic expectations when using this type of data.

If you have questions about any commercial data that you are thinking of using for telemarketing please contact us and we will give you our advice. DataConsult

 

Filed Under: Blog, DataConsult List News, Uncategorized

October 31, 2018 by DataConsult

Cold Email Open Rate by Industry

Depending on your industry, average email open rates vary from 15.22% to 28.46%.

 

  • The most opened emails are related to hobbies, with an open rate of 27.35%.
  • Emails sent by government entities come in second, with a 26.52% open rate.
  • With a 26.03% open rate, emails about the arts and artists came in third.
  • The average open rate for all industries analyzed is 20.81%.

 

Source: MailChimp Email Marketing Benchmark 

Filed Under: Blog, DataConsult List News, Uncategorized Tagged With: cold emails, direct marketing, email marketing, lists, response rates

July 5, 2018 by DataConsult

Top 8 Must Do’s When Sending Cold B2B Emails

The email channel is one of the primary ways B2B marketers are connecting to potential business clients. There are distinct differences with sending cold B2B emails verse warm emails. Cold emails are when there is no prior relationship between the respondent and the sender. Warm emails are when there has been some sort of contact via the telephone, direct mail, or social media.

Here are the Top 8 Must Do’s when sending cold B2B Emails;

  1. Personalization  – You must include the recipients name – First Name and/or Last Name somewhere in the email. Most email broadcast systems allow you to insert the recipients name somewhere in the email. The best place is at the start of your message ie Dear Andrew.. or their name can be added in the sender area where their email address goes ie  To: Andrew. Use your personal email address in the From field and if the email is in a letter format then sign off with your name and details in the signature. If you can add a photo of yourself – even better. Many companies are including personal videos. The importance of this is that you are showing the recipient you are a real person.
  2. Do your research on who you are sending the email to. You must target your message tightly. If you are wanting to contact CFO’s from the major retail industry your writing tone will be different than talking to Social Media Managers. The subject line should reflect this.
  3. Offer Value. What value does your service or offer have for the client?
  4. Sound Credible. Are you an expert in your field or just a Sales person trying to sell stuff?
  5. Focus on Benefits v Features. What’s in it for the customer? How will it benefit their company?
  6. Track the email and links. How many emails were opened? Did people click on your links to your website, free white paper, landing page etc. Those who clicked the links can be resent another email with further information.
  7. Don’t try and sell anything. The purpose of a cold email is to open a dialogue,or get an appointment. You will never sell anything in a B2B cold email.
  8. Must have a call to action. ie request an appointment, telephone hookup, download white paper etc.

Most importantly your email must give off the feeling of trying to start a long term relationship with the prospect – not just a quick hard sell.

Filed Under: Blog, DataConsult List News, Uncategorized Tagged With: direct marketing, email, email marketing, lists, marketing

June 7, 2018 by DataConsult

Know>Like>Trust>Try>Buy

Marketing can get very confusing sometimes as we try and implement the different concepts in growing our business and keeping our customers happy within the digital age.

This week I came across a very simple chart that states what a company must do in the marketing cycle to attract and keep buyers.

We must spend time and money on the Know, Like and Trust stage before moving to the buy stage. For many businesses this means a consistent stream of quality information about the company and its services available via inbound and/or outbound marketing.

If the customer knows you exist then gets a good feel for your company- trust will form. Once trust is created the probability of them buying your services or products is very high.

The key to all marketing is once the Know, Like and Trust is established then, and only then, can you start selling them something.

Filed Under: Blog, DataConsult List News, Uncategorized Tagged With: direct mail, direct marketing, email marketing, lists

March 24, 2017 by DataConsult

What medium has an average of 90% open rates? SMS Marketing Does!

In Australian there are more mobile phones than the total population. Every single phone can receive SMS messages. Now I hear what you are saying- its tacky marketing, basic text and a limit of 160 characters, however there has never been a better time for this type of communication as it cuts through to the consumer better than any other medium 90% of the time.

The average Email open rate is 22%, 29% for Tweets and 12% for Facebook ads.(Source: Frost & Sullivan 2010, Slick Text). With these numbers it only makes sense to test this medium.

The key issues that will directly influence the success of a SMS campaign are;

  • Using Permission based mobile numbers
  • Clearly identify who has sent the SMS
  • Simple way to unsubscribe

There are many ways to brand your message so that is does not look generic. You can personalize it with the name of the recipient as well as including in bold your company name and offer.

Avoid acronyms and abbreviations as this makes it hard to decipher. You can always include a link to a URL landing page for further information and registrations.

As with any direct marketing offer make sure you have a call to action and an expiry date so as to give your offer a sense of urgency.

DataConsult can help you with designing an SMS package including list selection and broadcasting.

Costs for SMS including data selection and broadcast are $0.50 per mobile send. A $350 set up fee is also charged. GST +. Minimum 10,000 records.

 

 

Filed Under: Blog, DataConsult List News, Uncategorized Tagged With: direct marketing, email marketing, sales funnel

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