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May 11, 2016 by DataConsult

Direct Mail – No one is doing it! You should!

Direct-mail-marketingOn a regular basis I get asked by clients what is the best method to contact potential customers in order to build their business. I always respond – Direct Mail.

Why? Because no one is doing it! Most marketers are convinced that email, telephone or search engine marketing is the most efficient use of their funds. They believe these methods will give them the best results. They forget one simple marketing principle – to use a marketing strategy that other companies are not doing so your message will stand out.

You are probably aware of the problems Australia Post are having at the moment. Their postal division is losing money year on year. The suburban Postie is very hard to spot on the street anymore. Many suburban dogs are sitting lonely in their front yards, waiting for somebody to walk past.

Just notice how many letters you are currently receiving at home or at the office ( apart from bills ) compared to 10 years ago. Very few I suspect. The odd direct mail piece I receive, I open. Do you open all your emails? Do you screen your telephone calls?

The opportunity for companies in the B2B and B2C space to send out a professional direct mail piece has never been so great. Yes it is more expensive than the other options. Yes it takes time to plan and the results take longer to gauge than email or telemarketing however your offer will have a higher cut through rate than these methods.

Charities are still using direct mail for prospecting and always have. The charity sector is one of the largest direct mail users in Australia. If a charity will spend their hard earned marketing dollar on direct mail why aren’t you. They must know something!

In terms of lists, there are far more list categories to be targeted with mail than email or telephone lists. With the Do Not Call Register having a major impact on who can receive telephone calls and the permission based email list choice fairly narrow, mail will open up more potential customers to the savvy marketer.

Have I convinced you?

Contact DataConsult and we will  let you know what data segments are available and send you a free quote.

 

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

February 19, 2016 by DataConsult

Do CEO’s really spend time on Social Media?

With all the hype around inbound marketing particularly Social Media, we sometimes forget what medium our target audience is likely to use.CEO-pano_12194

If you think the majority of CEO’s of medium to large companies sit in their ivory towers surfing the net, reading twitter feeds, updating their Facebook and LinkedIn accounts on a daily basis then you are mistaken. They just don’t have the time.

Yes some CEO’s will do this and are very comfortable with the digital age however most are not.

Companies that are targeting potential clients via inbound marketing need to be aware of where these people hang out. In the case of marketing to CEO’s then outbound tactics will give you better results.

CEO’s still read direct mail ( or their PA does then passes it on ). CEO’s will most likely take a phone call from a reputable business with a strong offer. CEO’s will open an email if they see it is important to their company.

Social media also takes time to kick in. With outbound or direct marketing, the results are faster.

Don’t get me wrong, I believe companies must have a Social media strategy however this must be run at the same time as outbound campaigns in order to reach those executives that do not communicate in this medium.

A good old fashion direct campaign targeted to the right companies and executives still works. The key is in the timing and the offer. Get these right and you will elicit a response.

By the way you need to know what type of response you are aiming for. Are you trying to get an appointment to further explain your product and offer? Do you want the respondent to download an e-book or whitepaper in return for their permission for you to contact them again? Do you want to invite them to a free seminar or webinar?

Give it a go and you will be surprised with the results.

Contact DataConsult for quality Business Lists.

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

March 18, 2015 by DataConsult Leave a Comment

Direct Mail – Why you should be using it?

Direct-mail-marketingHere at DataConsult we get many clients asking what is the best direct marketing method to reach their potential customers. This is not easy to answer until we have discussed with the client their campaign goals and market segments. However there is one area that many marketers have slowly been shying away from and that is Direct Mail.

Direct Mail is actually the new email.

Why? Because very few companies are doing it. Years ago an executive or consumer would receive a great deal of mail everyday at their office or home letterbox. Apart from bills most letters were ‘binned’ due to the time and effort in opening each letter and reading them – a bit like what is happening now with email.

Now this is in reverse. Emails are being deleted as quickly as they come in and mailing pieces are being opened, read and in many cases kept and read again. 

Here are some pros when using Direct Mail:

  • The direct mail environment is a good one. Sure, people call direct mail “junk mail.” But they use the term with a lot less anger than they do when they speak of “spam.” When you read through your email, you’re sitting at a desk staring at a monitor and you’re busy. When you sort through your postal mail, you’re probably much more relaxed and feel less put upon. This difference in receptivity is, in my judgment, incalculably important.
  • Direct mail gives you the space you need to tell the whole story. If you write a compelling letter, readers will stay with you. They will NOT stick with you in an email.
  • In direct mail, you can use emotion. In your letter or flyer you can inspire, frighten, cajole, convince, make cogent arguments, and motivate. Readers just don’t want that in an email. They want you to tell them the facts and get out.
  • In direct mail you can include different pieces you can hold in your hand. I’m talking about a colorful flyer, a testimonial sheet filled with raves, objective product reviews, you name it. You never know what’s going to capture a reader’s interest or attention. With an email you get pixels on the screen and nothing more.

If you haven’t tried running a Direct Mail campaign for a while or if this is your first time I suggest you give it a go and run a test. You will be surprised with the results.

Need advice? Contact DataConsult now or call 02 9365 4140

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

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AndrewHunt@dataconsult.com.au

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