How to Choose the Best Direct Marketing List Broker

Whether you are looking to do a mail out, a telemarketing campaign or wanting to reach prospects by email, direct marketing is an effective and affordable way to reach out to potential customers.

The lists you use will determine the success of your direct marketing campaign. Determining who to target the list is a crucial process and establishing your criteria will help you get the best results.

You may want to find a list of consumers or businesses who have purchased products or services similar to yours, or who fall into the demographic profile or income range you are trying to reach.

With thousands of direct marketing lists to choose from, it’s hard to know where to start. Evaluating list suppliers and finding the right direct marketing lists for your particular campaign can be over whelming.

A direct marketing list broker represents all available lists in the direct marketing industry. they will help you find the best list by understanding your target market. The brokers serve as your guide, providing list recommendations for your marketing efforts.

If possible, look for a list broker who has experience working with clients who target the same type of customer you’re trying to reach. If you are trying to fund raise look for a broker with experience with working with non-profit organisations, or if you are looking for to market to other businesses, look for a brokers with B2B experience.

Is the list broker accessible: Do they call you back? Do they answer your emails in a timely fashion? Do you feel they are trying to build a relationship for future business endeavors? Good brokers realize that relationship building offers other opportunities down the road.

You should ask how the data is compiled and how often it is updated. Ask to see a sample of the data. Before buying the list you should make sure how it looks like, what information is included.

Be aware that good data comes with a cost. Give your budget for the campaign up front so the broker will know if he can accommodate you and your needs.

Also, ask the broker about their customer service and satisfaction policies. A good list broker will stand behind their services, should you get anything other than the list that you ordered, the broker should do whatever it takes to replace it immediately or provide a full or partial refund.

You can search for reviews of the list broker, the internet has no shortage of places to post reviews of customer service. Don’t be afraid to ask for previous customer’s testimonies.

Choosing someone you can trust to do their job well will save you time and money in the long run.

Direct Marketing For Success

A Denver direct marketing agency can create a direct marketing campaign for your business that can be customized to meet a variety of needs from small to large. Your company can benefit from database creation, data analysis, creative program execution and even maintenance. The many options for business to consumer interaction and control are endless and will benefit your business tremendously. By working with a Denver direct marketing company you may be able to take your company to a new, highly efficient level that could increase sales and revenue.

You should ensure that the Denver direct marketing company you hire has in place the best and most successful specialists that have proven track records for turning profits for small as well as large companies.

The goal of the program is, of course, to have a positive effect on your bottom line. You want to gain an edge over your competition and organize your business so that it operates like a well oiled machine. The benefit of a direct marketing campaign can be as simple as turning your expenditures into successful investments for your company.

Look for a Denver direct marketing company that has years of experience under their belt, one that can show you results it has given to companies that are like yours. You want someone who knows what customers to target, that have done the research in your field and are able to execute a plan of action that will start earning your business money right away.

Direct marketing tools can provide a way for you to interact with your customers on a higher level, develop long term relationships as well as the right campaign for creating new prospects.

The Denver direct marketing firm you hire should have a direct and responsive advertising campaign, a customer relationship management program and the ability to create databases to manage and analyze the information about your customers as well as your company.

Before you hire a Denver direct marketing campaign you should understand a few things, you need to know exactly what your goals are beforehand so you can discuss with the specialist on how to achieve them.

Decide what the goal is, what you need the direct marketing campaign to accomplish. You want to ensure that your image is created and upheld properly, so decide what type of message you would like to portray. You should decide if you are going to be marketing products or if you just want to bring awareness about your company and what it does.

Do your research. The direct marketing campaign will have the majority of the research done for you, but you should understand the basics about your customers. You need to understand what they are looking for, what they expect and what triggers them to make a purchase or use your company’s services over the competition.

Be strategic about your advertising campaigns, a good direct marketing campaign will use many pieces of marketing to create the whole picture.

Make sure that you or your company is favorable among the demographic you are targeting. You want to have something people want, otherwise no direct marketing campaign can help.

Details should never be overlooked, even the smallest. Have information on your primary contacts correct and stored in a database. This is very helpful when you are speaking to a client and if they say something like their wife is in the hospital, you can say “I Hope Glenda is feeling better”. Make it personal. Take notes!

When creating marketing materials, be sure they will be noticed. December is a bad month for delivering flyers or other mailed material; mailboxes are already overloaded, so keep your mail campaigns set aside for other months.

Whatever you do and whoever you do it with, always follow up. You never want to take for granted that you or what you said will be remembered, follow up on any conversation or contact you have to ensure you both have the details correct on the steps ahead. With marketing campaigns, do not just send out an email and expect that it is going to be answered, make a phone call, send a follow up email, make contact with your contact or they will no longer be a contact!

A Buyers Guide to Direct Marketing Services

There is a tremendous growth and change occurring in the sphere of business marketing across the world today. This is largely due to the unprecedented pace of change in technology, entrepreneurial tactics and an open attitude towards new theories and concepts in marketing itself.

Direct Marketing is a subsection of marketing that focuses on planned recording, analysis and tracking of individual customers’ responses and transactions for the purpose of developing and prolonging mutually profitable customer relationships. Direct marketing can be aimed either at the individual consumer or on a business-to-business (B2B) level. This form of marketing attempts to send messages directly to the intended client by means of addressable media such as mail and email. In this way direct marketing differs from regular advertising in that it does not place its messages in the public market such as radio, billboards and magazines etc.

A distinction has to be drawn between direct marketing and what is known as junk mail or spam. Whilst direct marketing is very often criticised for generating unwanted solicitations, spam and bulk mail drops are not true forms of direct marketing as recipients are not identified as prospects by any form of selective criteria. Direct marketing on the other hand is a form of advertising based on a very selective process by which potential clients are screened according to certain levels of eligibility in accordance with the product being promoted. Direct marketing makes use of addressable as well as non-addressable media. Addressable media entails such forms as email, telemarketing and short message service (SMS) on mobile phones, although face-to-face contact is not considered a form of addressable media. Non-addressable media takes the form of mail outs and flyers, where no immediate user input is required. The important thing is that both these forms of direct marketing seek a response, and it is this which the marketer bases their future actions, or contact strategy on.

Some of the advantages of direct marketing are listed below:

Specific targeting

Clearly, the most important aspect of direct mail is that it can be targeted ‘exactly’ at the specific, individual, customer.

Personalization

Direct mail can address the customer personally. If the full benefits of precision marketing are exploited, it can be directly tailored to his or her needs (interactively based upon prior experience, as recorded on the database).

Optimization

Because of its direct response nature, the marketing campaign can be tested and varied to obtain the optimal results.

Accumulation

Responses can be added to the database, allowing future mailings to be even better targeted.

Flexibility

A direct mail campaign can be mounted quickly on a wide variety of topics within an overall promotional campaign.

When searching for potential services to assist you in your campaign of direct marketing, there are various aspects which need to be taken into consideration in order to gain the most out of your promotion.

At the core of any direct marketing campaign is the customer database. Most direct marketing services will offer recourse to their databases. For this reason it is necessary to choose the marketing service that will be able most accurately cater to your specific needs. Different service providers specialise in different market areas, for instance consumer marketing, or B2B marketing, as well as group variables, such as income, age, and lifestyle. The solution to this target audience will most likely come from your own database of customers or prospects. On the other hand, being selective by choosing only those who will be susceptible to the mailing saves on cost and also protects the investment in the database, by not exposing recipients to volumes of unwanted and irrelevant mail.

The most important question to ask when investing in an external list is how accurate it actually is. The source of many lists may be suspect as they are frequently derived from subscribers to magazines or respondents to free offers. This audience may not be the ideal prospects to your campaign, but then again this may be the only way in which you can reach your target market. Lists may also be out of date, for instance 12 per cent of the UK population changes address every year, which means they may need ‘cleaning’ (for example, to remove duplicate entries or to update contacts within organisations). Usually the only adequate way of finding out how useful a list really is, is to run a test mailing, even though it might represent an investment of time and money.

As mentioned above, the most productive mailing list is one that you have compiled yourself. Unfortunately, these lists are often the most neglected. For most direct marketing companies, such lists are their single most precious asset. Even in organisations with more general fields of operation, the data obtained as a result of those operations (enquiries, face-to-face selling, exhibitions, direct mail, etc.) should all be regarded as highly valuable. Data should be consolidated and protected so that they are usable, and useful, as a direct input to all marketing activities – especially for precision marketing.

When approaching prospective direct marketing companies, it is good to know what kind of products and services to expect, and how these can help you in your campaign. Generally speaking, marketing companies should be able to offer access to a specified name database, made up of prospective clients as set out by your needs. You have to consider that different companies have varying databases that cater for differing needs. It is thus up to you to find the one most suited to your requirements. Furthermore, direct marketing companies should offer services such as:

– Databases specified to cover various forms of media, i.e. mailing data, telemarketing and email data.

– Segmentation of data into areas such as job title, geographical location and industry classification.

– Data cleansing and verification services

– Data enhancement as well as analytic and strategic consulting.

Some emerging channels which hold interesting possibilities in the future include:

Digital Cable:

Cable television has never enabled highly targeted direct marketing to become successful. Digital cable is seen as the solution that will make the delivery of personalised marketing content via television possible.

Wireless:

To date, the majority of wireless marketing was constrained to text based SMS services, but with the advent of 3G, the promise of delivering richer content has gained more interest from marketers.

Internet:

Banner advertisements are often considered indirect advertising, but in many cases, companies like Google and Yahoo serve advertisements on their websites for their own purposes.

Political campaigns:

Recently, political campaigns have begun to appropriate the methods of direct marketers (or to employ direct marketing companies) to raise money and create activism.

Once you have acquired all the relevant data regarding your target audience, factors such as the channels you choose and the timing of the delivery (e.g. time of year or even day of the week) can play a major role in the effectiveness of your campaign. The correct marketing service will be well equipped to assist you through all these areas.