Article

Categories Data & Analytics

A Business Owner's Guide to Running a Direct Marketing Campaign

Direct marketing has a proven track record for engaging with customers so here's how to begin exploiting its

Direct marketing has a proven track record for engaging with customers – so learn the basics to begin exploiting its potential.

According to Central Mailing’s Direct Mail Statistics 2013, 48% of the UK population responded to a direct mail piece they received in the past year

Whether postal-, phone- or email-based, the power of direct marketing has been proven time and again. And you don’t need to be a marketing expert to harness its potential for your company.

 

Pick Out Customer Profiles

Marketers begin by drilling down into their database, creating profiles of their existing customers. This profiling process helps hone and target their campaign’s ’message’ to appeal to customers’ identified needs and ’pains’.

 

Action Plan

Analyse your current customer database – or your accounts if you don’t have a dedicated database:

  • Identify commonalities between existing customers. For instance, size, turnover, industry type and so forth.

  • These similarities can be used to inform your campaign – its voice, its angle and its offer – so you can target those specific customer types that are known to engage with your products/services.

 

Data Provider – A Powerful Ally

Bring a data provider on board to help flesh out your records and offer expert advice on how to create a database if you don’t already have one. Their own extensive database will also offer additional information that can be added to your existing entries such as postcodes, telephone numbers and more; all of which can help you target the right person within a particular business.

A data provider will also be able to spot common database problems such as ’gone-aways’, missing information, legal compliancy issues and more.

 

Sourcing New Clients

The most important part of your campaign is generating new business leads:

  • Use market research and your products/services’ USP to identify potentially untapped sectors.

  • Spot gaps where you might be able to extend your reach and use direct marketing on a small-scale basis initially to identify potential new areas ripe for exploitation.

 

A Helping Hand

Rent or buy email lists or direct mail lists from a data provider – these will be specifically tailored to complement your own database findings/market research and open up a wealth of new prospects to target.

 

Producing the Campaign

With customer profiles and markets identified, it’s time to create your actual campaign. Unless you feel you have the appropriate skill set in-house to produce it, source a reputable copywriter and designer for your direct mailers (plus printer if you are undertaking a direct mail campaign).

There are a variety of platforms available online for sourcing individual creatives such as People Per Hour – or you may prefer to approach a reputable content/marketing agency to do the work for you.

 

Don’t Scrimp...

... on costs here. How your message is actually presented to a potential customer is vital – first impressions count plus a great copywriter can hone your messaging even further.

Monitor what interest your campaign generates and collate campaign data for post-campaign analysis. A data provider can also help to analyse your data and offer fresh insights on how to move forward.

 

Remember:

  • Identify and maximise the potential of your existing customer base.

  • Use a data specialist to create an easily-searchable database.

  • Rent or buy email lists or other direct mail lists to get ahead of the competition – and take the guesswork out of targeting your marketing campaign.

  • Hire creative professionals to ensure your marketing’s message hits its mark.

 

Getting the data you need

Discover how to get the data you need for each stage of your campaign planning process in the guide ‘Your Campaign, Our Data’.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of...

Salman Sharif
Salman Sharif 7 July 2017
Read more
The Key Differences Between Machine Learning and AI

The Key Differences Between Machine Learning and AI

You’ve probably heard about “machine learning” and “artificial intelligence”. But what’s the difference between the two? We break down everything you need to know.

Anna Kucirkova
Anna Kucirkova 10 September 2018
Read more
What Marketing Content Do Different Age Groups like to Consume?

What Marketing Content Do Different Age Groups like to Consume?

Today marketers have a wide choice of different content types to create; from video to blogs, from memes to whitepapers. But which types of content are most suitable for different age groups?

Lisa Curry
Lisa Curry 21 October 2016
Read more