So I am doing a lot of research for one of my clients, Action Mail, who is involved in the direct mail business. Apparently we are up for another postage increase. This has many marketers in an uproar! "What! Another increase? What will this do to my marketing campaigns? What will this do to my business?" Seriously people? Quit your whining! Increases are not going to go away. The Postal Service is loosing money due to increase of internet usage. Just as you need to increase business or increase prices, so does the USPS. What it comes down to is marketing smarter (see my blog posting "How to Market Smart"). Maybe you need to develop a more creative marketing campaign with specific targeting. When was the last time you purged your database? It's time to think outside the box! Look at postage increases in a positive light: maybe this is what you need to be creative in how you reach your customers.
Share your thoughts with me. Are you up-in-arms about this postage increase or do you plan to use it to develop something better for your business? How do you plan to market smart?
Showing posts with label marketing. Show all posts
Showing posts with label marketing. Show all posts
Thursday, July 15, 2010
Tuesday, April 20, 2010
How to Market Smart
Things You'll Need:
* Prospect List
* Client List
* Opt-outs or Unsubscribes
* Third Party Mailing List Management Company (optional)
Have you ever received multiple "new customer" credit card offers for a card you already carry? How about "new customer" offers for you current internet or cable company? Amazingly enough, companies are forgetting to update their prospect lists with their client list. Not only is this a waste of time and money for that company, but it makes the customer feel less then special knowing they are just a name on a list. Maybe you are that company, sending out offers to existing clients without even realizing it. Follow these simple steps and you can start marketing smart and reducing cost.
Step 1: "Scrub" your prospect lists. This means removing current customers, duplicate mailings, and deleting unsubscribes and opt-outs. Yes, it may be time consuming but in the end it saves you money and resources.
Step 2: Review your target criteria and scrub your lists again. Are you marketing to 20 somethings but have prospects over 40 or visa verse? Remove those prospects who don't meet your current criteria or marketing strategy.
Step 3: Value your time and hire a 3rd party mailing list management company. Many direct mail service companies offer mailing list management services. Do your research and look for companies who are willing to update your lists at least every 90 days as well as pass it through the National Change of Address database. A good company will do your additions and deletions for you as well as use USPS approved software
Warnings: When hiring a 3rd party company be sure to research their privacy standards. If you have sensitive customer data, you want to ensure it's protection.
Resources: Smart Marketing: Prospect your prospects, not your customers
Action Mail Marketing and Direct Mail Service
* Prospect List
* Client List
* Opt-outs or Unsubscribes
* Third Party Mailing List Management Company (optional)
Have you ever received multiple "new customer" credit card offers for a card you already carry? How about "new customer" offers for you current internet or cable company? Amazingly enough, companies are forgetting to update their prospect lists with their client list. Not only is this a waste of time and money for that company, but it makes the customer feel less then special knowing they are just a name on a list. Maybe you are that company, sending out offers to existing clients without even realizing it. Follow these simple steps and you can start marketing smart and reducing cost.
Step 1: "Scrub" your prospect lists. This means removing current customers, duplicate mailings, and deleting unsubscribes and opt-outs. Yes, it may be time consuming but in the end it saves you money and resources.
Step 2: Review your target criteria and scrub your lists again. Are you marketing to 20 somethings but have prospects over 40 or visa verse? Remove those prospects who don't meet your current criteria or marketing strategy.
Step 3: Value your time and hire a 3rd party mailing list management company. Many direct mail service companies offer mailing list management services. Do your research and look for companies who are willing to update your lists at least every 90 days as well as pass it through the National Change of Address database. A good company will do your additions and deletions for you as well as use USPS approved software
Warnings: When hiring a 3rd party company be sure to research their privacy standards. If you have sensitive customer data, you want to ensure it's protection.
Resources: Smart Marketing: Prospect your prospects, not your customers
Action Mail Marketing and Direct Mail Service
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