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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

October 4, 2017 by DataConsult

Surprising Direct Mail Response Rates

Numbers Tell the Story

 

Percentage of consumers responding to a direct-mail piece

  • 5.3% of house-list recipients
  • 2.9% of prospect-list recipients

Percentage of consumers responding to

  • 0.6% for house /0.3% for prospect email
  • 0.6% social media
  • 0.5% paid search

Source: Data and
Marketing Association

A 2016 DMA study found that 5.3% of house-list recipients responded to direct-mail pieces; 2.9% of prospect-list recipients did the same.
Compare this to the results for online display (0.9%), email (0.6% for house/0.3% for prospect), social media,(0.6%), and paid search (0.5%). The results aren’t nearly as enticing.

Want to know more – Download the report here.

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

February 9, 2017 by DataConsult

How to Place an Order for Prospecting Lists & Data

Marketers looking to acquire new customers or generate sales leads typically rely on outside data providers for lists and contact data to give them access to new markets. But when they place an order for prospecting data, marketers often end up with data that isn’t exactly what they had in mind. What happens then? They have to order again, wasting time and money. Or, worse, they may use the data in a campaign and wind up with suboptimal results. With a bit of planning and strategy, these problems can be avoided. Let’s look at techniques you can use to obtain the right lists and data to produce a successful prospecting campaign.

The data ordering process, step by step

1. Find a data broker. A broker represents the interests of the marketer, and develops a deep knowledge of the lists and data available from many sources. You want a broker with experience in your target audience category. Ask around. Find out the names of brokers working with your competitors. Once you select a broker, make that person your full partner.
2. Describe your target. Use your market research, audience profiles and personas—whatever richness you can add to the description and the marketing strategy. The broker will convert your description into the language of data, and come back to you with a recommendation for lists and segments (selects) with the closest possible match to your vision. Build in enough time for the broker to research your options and prepare a recommendation for you.
3. Review the recommendation thoroughly. Here, too, ensure you have enough time for due diligence. Please see to the right for tips on how to evaluate the list recommendation.
4. Take a sample of the data to test, if there’s time and if the universe of potential prospects is large enough. If you end up with a sizable file from a single list, consider developing a message specific to the characteristics of that audience.
5. Examine the data on arrival. If the data was sent directly to your agency or another third party, request a sample from them. Visually inspect the output for problems like transposed or missing fields, or names that appear to be duplicates. Compare a sample of records against your own database to check for outdated addresses or phone
numbers. In B2B, ask your sales team to look at names in key accounts they manage.
6. Post campaign, review the results and share them with your broker.

 

How to get the best work from a list broker

  • Select an expert. The basic function of a list broker is to help you find the right lists and handle all the logistics of ordering, delivery and payment. But the key is expertise. You want to select someone with deep knowledge of your industry, your customers, and your competitors. In fact, it is often wise to select a broker who works with your competitors themselves.
  • Share everything. A good broker is going to partner with you. The more information you can provide about your campaign goals, your market, your products, your offer, your past results—the better the broker can perform. This is not the place to be shy, or cagey.
  • Involve the broker early. Call the broker while the target prospect is still being defined, well before the offer and the creative are in development. The broker might have some good suggestions for how your campaign can be improved.Early involvement will also allow the broker time to do in-depth research, get you accurate counts, and beat the bushes for ideas.
  • Use a single broker. Some marketers like to divide up their business and play brokers off against one another. But what you earn in loyalty and service by using a single broker generally trumps the competitive play.
    Look for market knowledge versus media specialization. Most brokers today operate in multiple media. New media come onto the scene regularly. What you want is someone who understands your target audience, and has the experience and connections to help you reach it, through whatever media channels are available.
  • Pay the fees. Some marketers try to negotiate down the broker’s standard 20% fee. Others try to do the brokerage function in house, demanding the fee equivalent in discounts from the list owner. Neither is a smart move. Brokers easily earn their money, and you don’t need the aggravation. And, when you think about it, the 20% represents only a tiny fraction of the total campaign CPM.
  •  Ask for new ideas. Tell your broker you’re looking for full team membership. That you want not only list recommendations, but all kinds of ideas for how to reach your target market.
  • Be open. And be sure to test some of your broker’s ideas when you get them.

 

This information has been extracted from the white paper ‘How to Place an Order for Prospecting Lists and Data’ By Ruth Stevens. Download your copy here.

Filed Under: Blog, Uncategorized Tagged With: direct mail, direct marketing, email marketing, lists, sales funnel

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Recent Posts

  • Cold Email Open Rate by Industry
  • Top 8 Must Do’s When Sending Cold B2B Emails
  • Know>Like>Trust>Try>Buy
  • Why isn’t there anymore data available for my business segment?
  • Surprising Direct Mail Response Rates

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Phone: 0402 216 563 or 02 9365 4140

Email: info@dataconsult.com.au
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