Archive for: May, 2023

Effective E-Mail Marketing

May 27 2023 Published by admin under Uncategorized

E-mail is a great tool to use in a direct marketing campaign. It can deliver your message to your prospect in a faster manner, save money on postage, and even seem less like junk mail. One of the biggest struggles in a direct mail campaign is failing to capture your prospects attention, and sometimes it is hard to get your prospects to open your letter through the mail. Many prospects will pass right over your letter, believing it’s junk mail and not worth their time. With E-mail, chances are they will at least take two seconds to click it and see what it is about. So E-mail can be an extremely successful tool in your direct marketing, but only if done right. Here are a few tips you can use to make sure your E-mail marketing is up to par.

Have an Effective Subject Line

Just like with traditional direct mail, the most important factor is making sure that you can capture your prospects attention before they read it. If you can’t interest them initially, chances are they will not open it and find out what you have to say. Also, think about E-mail subject lines that you read every day that you don’t even consider reading. “Make $2,000 a Week Working at Home”, “Great Offer- This Is Not Spam” etc. Think about it, how many people actually open e-mails like this and take them seriously? My guess is probably not very many. Keep it short and sweet, and give them a reason to open your message.

Use a Strong Introduction

OK so now you got your prospect to open your E-mail, they are bound to read the entire message right? Wrong! You need to have a strong introduction to keep their interest in your message. A good introduction will allow the customer to understand the point of your message. If they are confused after the first few sentences, they will most likely click away from the page and the prospect will be lost. They are not likely to take the time to figure out what you are trying to say in your message if they are confused. Also, you have to make sure to support your introduction with content in the rest of the e-mail. If you focus on one particular offer in your introduction, don’t go on a rant about every other offer that your company can offer.

Keep URLs Short

If you are including a URL in your e-mail to direct your customer to another page, make sure to keep them short. Long URLs don’t have the same visual appeal, and can tend to wrap around multiple lines if they are especially long. So make sure to use a URL shortener to keep the visual appeal of your E-mail intact.

Segment Your Database

Make sure you organize your database, so you are only sending certain messages to the people who would be interested in that certain message. You don’t want to blast your subscribers with tons of messages that they just simply are not interested in. For example, let’s say that you own a clothing store, and you send emails to your subscribers to make them aware of special offers. Well, the men on your list do not care to read about a sale on women’s t-shirts, just as women are not interested in reading about a sale on men’s underwear. Make sure you segment your database so that these people only receive messages that are relevant to them. If you don’t, they will tend to tune out your messages after awhile.

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Dynamics Of Direct Mail Marketing

May 26 2023 Published by admin under Uncategorized

Are you looking to make your direct mail marketing efforts profitable? A lot of times when marketers try to use direct mail to improve their sales, they end up losing money immediately and then leave convinced that direct mail doesn’t work – but this just isn’t true.

I believe that anyone can use direct mail marketing to their advantage if they have the right tools to succeed. If you’re a novice to direct mail, I think you should stick with a low number of mailings (1000 pieces) to try and test the water until you figure this “direct mail thing” out.

Now don’t get it twisted. Despite the fact that direct mail is a long time (and proven) marketing strategy, companies are still using them today to their advantage. For example, every now and again I will get letters from credit card companies wanting me to sign up to their new credit card, I get loan offers, I get offers to get an auto loan to buy a new car, and all sorts of other wild offers. With that being said, I think it’s something to learn from.

Some people when they receive mail like this above and a lot of other junk mail, they actually enjoy it. They want to open the letter and study the techniques of the sender. Me personally I just throw these letters in the trash because they have no room in my house.

So direct mail is something that you should definitely want to do if you plan on making more sales and profits in your business. It’s another form of advertising, and if you want to get results fast, then run a direct mail campaign and see how fast the orders come in. Give it a try, I urge you to do so.

One thing that you should know is that you need a good mailing list to mail to if you want your campaign to succeed. You can’t buy a list from a third party mailing list company because more than likely their list is unresponsive, and won’t help you to earn the money that you desire in your business.

Instead, stick with something called the SRDS. It stands for the “standard rate and data service”, and it contains a high volume of responsive mailing lists that you can choose from that are relevant towards what you are selling. The people on these lists have paid something to be on the list, so there’s a certain amount of quality that these mailing lists have.

You can find the SRDS down at your local library, or at your state library, or you can just go to srds.com and see what they have to offer there. In any event, you will want to use this resource to give you the best possibility of increasing your sales and profits. Direct mail still works – it’s just up to you to use these techniques to the best of your abilities and to put them into action now.

Good luck with using these direct mail tactics to boost your sales and profits.

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Next Generation Email Marketing

May 25 2023 Published by admin under Uncategorized

Things go in cycles – we’ve all heard this. Email marketing isn’t new, far from it. It’s been through at least one cycle from being leading edge, to being a trend, to being abused. Many thought that spam filters would reduce the applicability of email marketing. Well, read on, because we’re in the next generation of email marketing – post learning – and the opt-ins are on the increase!

Why are opt-ins increasing? Well, here’s what I’ve learned from some of the greats…

Clean Templates

When it became normal for email clients to read HTML, email marketing seemed to go a bit mad. Some of the newsletters I received were so over engineered it was difficult to see the actual text though the multi-columned, flashing, pointy lookie here, more headline graphics please, layout. They were comparable to those first web sites that had discovered color – and put it everywhere.

The best use of HTML is to promote clarity and readability. The ability to put ugly web links behind text that explains them; to have bullet points or layout that emphasis the points. Such things that help the time poor reader get through the message quickly – and take action.

My own approach in using email marketing is to keep messages short and to the point. Use HTML for clear layout. And in early emails, leave out images and other content that might cause an email client application like Microsoft Outlook, to block the content.

Automated & Personalized

One internet duality is that it gives you the ability to address millions of people, yet personal relationships are the most effective sales tool there is. If you have a trusting relationship with a client or customer, they are more likely to buy your products. If you represent a company with huge brand awareness like Nike or Microsoft then the rules get a little skewed, but for most businesses, relationships are key.

Today’s modern sequential email autoresponder systems, that support the generation of personalized emails, are perfect for automated relationship building. When I receive an email that isn’t personally addressed, it feels old fashioned.

Even though I know perfectly well that personalized email can be automated, I still feel better about receiving it.

Permission Based

Certainly in the world of email marketing, buying lists, has become much less popular. Perhaps it’s because of the ease of reporting spam email. But building your own list based on permission marketing is much more ‘the norm’ in next generation email marketing.

In a permission marketing approach, prospects willingly provide their name and email address through an email opt-in box. It seems obvious that individuals who self select, giving their permission for you to email them, are more likely to be interested in your products and services than those who just ‘appear’ on your list.

Compelling

Some of the emails I receive are great at compelling me to take action, and I still marvel at their creators. They tend to follow all these next generation email marketing guidelines, including the oldest one – having compelling copy.

We all receive plenty of email, probably too much. So, when your client reads yours, it better be good at delivering its message in way that makes them want to read it.

I like these simple rules:

  • The goal of title, is to compel you to open the email
  • The goal of the first sentence is to compel you to read the second (and so on, for a short number of sentences)
  • The goal of the last sentence is to get you to take action

Global

Not all businesses are global. But many internet based businesses are. If you refer to a TV show or use colloquialism or anything else that assumes the ‘local’ knowledge of your country, you stand the chance of confusing or even losing a portion of your readers.

This doesn’t mean that you can’t use local examples – just do it in a way that includes those that aren’t familiar with them. Here’s a simple example of using a TV personality that introduces the name and the context of the personality for those that aren’t familiar with it:

  • “There’s a well known talk show host here in the UK called Michael Parkinson, last night…”

These five simple guidelines are working in the next generation of email marketing and opt-ins are on the increase. The money, it seems, is still ‘in the list.’

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What is Postcard Marketing?

May 24 2023 Published by admin under Uncategorized

Postcard Marketing has to be one of the most overlooked advertising methods in network marketing.

Probably because with the huge emphasis on internet marketing in the last few years and the growth of the Web 2.0 (social networking) community, well, postcards seem like a thing of the past.

However, postcard marketing has been a favorite for guerrilla marketers. Why? (by Jay C.)

1. Postcards are the fastest, easiest, most reliable way to dramatically increase your sales and profits without spending an extra dime more on advertising or promotion.

2. Postcards are eye-catching. A beautiful, full color glossy postcard is not going in the trash without first being read.

3. Postcards don’t need to be opened. They’re “naked” mail. No more trying to write envelope copy to get your prospects and customers to see what’s inside.

4. Postcards are ‘guerrilla marketing’ at its finest – they target your customers one-by-one instead of mass advertising.

5. Postcards are associated with happy memories – we all like getting postcards from friends and family on holidays.

6. Postcards create a pleasant emotional response because they are usually received by friends and family.

7. It is hidden from your competitor’s eyes. When you advertise your business anywhere else, your competition knows it. But when you use postcards to communicate with your customers, it is direct to them and your competition will have no idea.

8. If you are asking recipients to bring the card into your store for a special discount then it is easy to track campaign success rate also.

9. Postcard marketing is affordable, even for the smallest of businesses.

10. Cost of 5,000 postcards sized of 4.25″x6″ be somewhere $200. Isn’t it cheap to convey your message?

11. Postcards achieve almost 100 percent readership and generate a high rate of response.

So do I think postcards can dramatically increase your odds of success in your network marketing business?? Depends on what message you convey in them, but, YES! I think it is absolutely worth a shot.

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Direct Mail And How To Pick A Good Mailing List

May 22 2023 Published by admin under Uncategorized

In the world of direct mail, your mailing list is key. With a really good mailing list, you can earn money even if the offer and sales letter isn’t up to par. And when selecting lists to mail to, you will want to make sure that you specify the details of the list so that you can further improve your chances of success. A more specific list will cost you more, but the effectiveness of the campaign will more than likely will never be in doubt.

When picking a mailing list, you have a few options at your feet. You can go with using a list broker, using the SRDS, or using some other 3rd party list source. The 3rd party list source is something that you should absolutely not use. These are independent people who only have general lists. I can’t even tell if the list is specific. These are people that you don’t want to mess with because they will sell you a shoddy list in no time at all.

The next option you have is a list broker. Now while as enhanced as they are beyond the 3rd party list source, you should be wary of these brokers also. Many of these brokers are in it for the commission that they make off of you. If I were you, I would find 1 list broker and try to work with this 1 person time after time again to generate a good mailing list from.

With a relationship with the list broker, you can semi-automatically rest because they’re trying to help you to make money. Now if you want to know where the best lists are, then you will want to look in the SRDS.

The SRDS stands for the standard rate and data service, and is something that every business owners needs to know about. You can find this at your local library. The SRDS will contain a wide variety of buyer lists that you can rent. And the more specific you get with your list, the more it will cost you – but this isn’t something that you should be particularly wary of.

Gathering a list to contact is something that a lot of marketers overlook, but is something that really needs to be done if you want to run a profitable direct mail campaign. Out of all the lists mentioned, a list from the SRDS is the best. So I would start with them first.

But there’s another kind of mailing list that you can use to ramp up your sales and profits. You probably have been sitting on a profitable list and not even know about it. The list that I’m talking about is your own customer list. This is the group of people who like you, like dealing with you, and know what to expect when it comes down to dealing with you again.

You should make it a point to contact your customer base once every month. This is how you will earn more sales for free, instead of paying like usual to get a customer.

Hopefully you will use these tips to have the kind of business success that you dream of in your business.

Good luck with making your next campaign a success.

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Copywriting and Direct Marketing Insights: A Few Words of Wisdom Learned on the Journey.

May 22 2023 Published by admin under Uncategorized

Some people have the smell of battle on them. You just know – who has been in the trenches fighting the good fight of late. I know I am still growing my businesses plus my client’s businesses looking at what is working right now.

Here are some of the lessons learned along the way.

Lesson 1: Think Through Additional Unit Costs In Marketing.

In my business, Newsletter Marketing Systems, we send an elaborate and expensive first mailing step. We had been discussing sending it in an overnight bag. It wouldn’t fit in the standard weight bag. So we explored the additional costs of sending it in a 3kg bag. An extra $6 over the 500g bag. We knew the package converted when it was read.

So this extra 2.5kg of space meant we had the opportunity to add some grabbers. So we did. $4 worth. A drink, a chocolate bar and a bag microwave popcorn. Total costs $10 more than before. Now, based on our close rate we needed a modest 40% improvement in conversion rate to meeting make to increase profits 500% minimum.

Left to our own devices we might have dismissed it as too expensive and been poorer.

Lesson 2: Respect The Difference Between Markets.

The variation of people between different markets is amazing. You need to get out and experience all walks of life to truly appreciate how different people are. Go from the boardroom to the breakroom and you’ll see what I mean. People who work in bureaucracies are amazingly different from entrepreneurs. Conservatives from liberals. It is one amazing milieu of life out there.

When selling into a market – you need to intimately understand a person’s hopes, fears and desires. Never underestimate how important this is to your success.

Lesson 3: Don’t be afraid to be you.

Life is full of the well meaning, the ignorant, the stupid, bullies, pretenders to the throne, all trying to railroad you, steer you and otherwise make your life difficult. They should be defeated. Not necessarily by direct engagement. But defeated none the less. Be sure of your position and where you are headed. It’s harder to do than you might think. At the same time they may have a good idea, so evaluate all that is said and take what can be useful to you.

John Galt’s sense of who he was and what he believed was right, was his greatest asset in ‘Atlas Shrugged.’ Rand admitted that she wished she had Galt’s resolve and strength. If you need someone to draw inspiration from then Galt is it.

Seize the day.

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Analyze This – Why Using Analytics With Direct Marketing is a Smart Idea

May 21 2023 Published by admin under Uncategorized

Does your company gamble with your direct marketing strategy? Do you have any idea if you are connecting with the right customers or is it all a crap shoot? If you are not sure exactly how your direct marketing idea is working, implement an analytics program.

Web analytics requires a long view providing a memory of how your site performed on a given day. Precise, proficient analysis of your web presence is essential to be competitive in your specific market. The association between your website and a search engine must be measured and re-measured against strategic performance indicators. Direct marketing benefits from using this tool.

Web analytics is the process of tracking and improving the measurable results of any website marketing program. The idea is for analytics in helping to understand where traffic comes from, where they go, and more importantly the company’s return on investment (ROI). Otherwise you are simply wasting your money.

The Getaway Bed and Breakfast is a perfect example of how to use analytics to direct their marketing in the most efficient way. At first the idea of spending a lot of time going over even more reports was crushing to the management of the organization. Unfortunately for The Getaway, previous marketing campaigns had lukewarm results at best. Something needed to be done.

Their direct marketing was based on informing all and sundry about the amazing amenities and plentiful services the B&B had to offer. That type of marketing only succeeded in information overload. Instead of concentrating their advertising efforts on one or two areas at a time drawing in the most reservations, The Getaway tossed it all in the air hoping something would come up a winner.

After instigating a proper web analytics program, management found that the web page visited most frequently concerned romantic weekend packages. Repeat visitors were more apt to be from the northeast. Keyword searches were practically non-existent indicating they were choosing the wrong ones. Click-through rates were a shocking.08%. All this information and a lot more confirmed that the direct marketing The Getaway was using was ineffectual. They needed new ideas.

By combining testing and analytics, The Getaway was eventually triumphant in seeing a profitable return on investment with their new direct marketing ideas. They were no longer gambling with their marketing budget but instead using every cent wisely.

When it comes to implementing a marketing campaign or strategy, marketers want to know if the websites being used are attracting visitors and whether or not the investment is paying off. With web analytics, you can identify website trends and direct your marketing ideas with the right course of action. You will also understand how visitors interact with your website. You can identify the navigational bottlenecks that prevent visitors from completing your conversion goals.
Successful analytics happens only with careful planning, timely execution, persistent monitoring, and ongoing improvement of the results you achieve.

Next time you set up a website, remember not to gamble your company’s future business like you would a game of chance. Guarantee yourself a win by using analytics software.

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How to Market For Home Parties Business – 7 Pillars of Success For Your Home Party Business

May 19 2023 Published by admin under Uncategorized

Direct sales and home party businesses are booming. Direct selling is definitely the wave of the future as the world goes the current economic restructuring. With party plan companies blooming on every street corner how do you pick the right home party plan company for you? Do you like jewelry? How about make-up? Perhaps food is your thing, no fashion! Skin-care, that’s it! Seems as long as there are products being made, there is a party plan company selling it. The following are the 7 Pillars & Tips For Direct Sales Home Party Consultants for the success to consider when selecting a party plan company.

1) You, The Home Party Consultant: As an independent direct sales home consultant you are the company representative. People will judge the company by how you conduct yourself and your direct selling business. If you find people are a little resistant to what you have to say, don’t take it personally. I can guarantee they had a bad experience with another direct sales consultant. Now is your chance to build a new relationship.
Home Parties Tip: A home party business is not about the party plan company. A home party business is about the home party consultant.

2) Home Party Plan Company Leadership: Does your company of choice have proven MLM/Network Marketing/Direct Sales Experience? How long have they been in business? Are they ethical? -What about their integrity? Is the company privately held or publicly traded? (If the home party company of choice is publicly traded I hope it is one that Warren Buffet owns e.g., Pampered Chef) Have you actually read their Policies & Procedures? How Many pages? (Less is usually better.) WHY? Because the more paper work the less creativity and options you have. It means your every move will be monitored by the party plan company gate-keepers. You might as well get a job! Who does it protect? Comp plan set up to favor/protect distributors or company? Allow ‘walk away’ income? Loopholes to steal your commissions someday?
LONG TERM focus with a solid foundation, or “get rich quick” mentality? I recently read up on the ‘dead’ Circuit city company. The CEO said that their greatest failure was focusing on short term profits instead of long term value. Is your company of choice has not been in business for 5 years…think again

3) Timing of INDUSTRY and COMPANY: Did you know that jewelry home party plan companies are the hottest thing in the party plan industry? Yes Gold home parties are taking the nation by storm. Bill Gates willingly shares his secrets to success, he says:

* Recognize the future of an industry
* Take immediate massive action
* Be at the right place at the right time &
* IF YOUR BUSINESS IS NOT ON THE INTERNET, THEN YOUR BUSINESS IS OUT OF BUSINESS!

If you can grasp this, success as a home party consultant is all but guaranteed!

That said people will never be too young, too thin, too fashionable, too glamorous or too sexy. Any home party plan business surrounding these questions and problems will always be a hit! Run from Startups are to be avoided at all costs. This is what we call trending in the direct sales industry. E.g., once Mary Kay unveiled her company suddenly everyone had a beauty and skin care line you could sell from home. You want to find balance in your choice.

What phase is the Party Plan Company? Formulation? Momentum? Critical Mass? Plateau? Companies in the plateau phase offer more name recognition and less of an opportunity. (Under 5 year or 25 + I’d stay away)!

4) TARGET MARKET for your PRODUCTS: Is there huge demand for the home party products you plan on representing? Is the Future bright? Does the product meet Long Term TRENDS? The BIGGEST mistake people make is by making an emotional decision about their choice to become involved in direct sales. Sure your neighbor who is only a high school graduate jumped into party plan company ABC and made a killing and drives the car of your dreams. That is all well and good. However are you suited to the direct selling business? Is it the right time for you to jump in? More importantly have you identified a market for your product? Want to know why most home party consultants fail? because they found a product but have no one to sell it to. Your first step in succeeding is identifying a market for your product and then finding the right home party company. Trust me on this one, you will save yourself a whole lot of trouble!

5) Flagship PRODUCT(s): Products have to be REMARKABLE Not over-priced CONSUMABLE! Seth Godin, author of the best seller Purple Cow speaks at length on the issue of product remarkability. He talks about the mundane-ness of a regular black and white cow over a purple cow. A purple cow is remarkable. Remarkable incidentally doesn’t mean good or awesome

remarkable |riÈmärkYbYl|
adjective
worthy of attention; striking : a remarkable coincidence. See note at noticeable .

Is your home party product of choice one that will compel other to talk about and thus market for you? This is the essence of word of mouth. Is your product average or top of the line? Your product must be good enough to compel repeat buys and persuade me or any other person to tell a friend or ten about it!

6) Compensation Plan: The comp. plan should be the least of your worries, but I will discuss it for your benefit. The home party, direct sales and direct selling industry are all victims of the recruitment scam. You see you are paid for volume not the number of recruits you get. Look it this way what benefit is it to enroll 100 people who buy nothing? However if you make get 10 customers, and each buy $100 of products then you have a percentage of $1000 home party sales. The compensation needs to pay the average person fair percentage. Party plan companies reward home party consultants for selling products NOT for recruiting reps. Avoid comp. plan that pay on levels. Volume is quantifiable. Levels is cut throat and breeds the scams and failings that network marketing has a bad reputation. Paying on VOLUME not levels – drives BEHAVIOR in the field. Do you have a break-away plan? I would be cautious and careful. Best ‘statistics’ to determine comp. plan include ‘TAC’ Total Average Commission? ‘PTV’ Percentage of TOTAL volume ?

7) Training, Education, Experience & Personal Development: Duplication is all well and good. Remember what I said at the beginning a home party plan business is about you. You are the single most important determinant of how successful this home party business. There is no such thing as proven SYSTEMS, UPLINE SUPPORT. The only thing that will help you build a successful business is personal development, training, education and experience. Do you have an Action Plan / Game Plan? It is one that can be taught to others i.e., duplicatable while still leaving room for creativity, innovation and expansion? Times have changed. Some things that worked just a few years ago, do not today. Many companies and TEAMS are using outdated systems and methods. Most people (92+% of population) do not like to sell or be sold. Are you building a home party business using 8 track methods in an iPod world? Don’t get caught in a rut!

Wishing you success,
Party Plan Pat

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How to Select the Perfect Stock Market Training Or Technical Analysis Course

May 17 2023 Published by admin under Uncategorized

If you are looking to really learn how the stock market works, then you are probably looking around for a Stock Market Training Course. There are many training courses out there, but there are a few things you need to know before selecting the right one for you.

Most training courses available focus on Technical Analysis.

What is Technical Analysis? Technical Analysis is the study of supply and demand in the stock market, by comparing the history of stock price movements and volume (the number of shares traded). Understanding the way the price moves in relation to the Open, High, Low and Closing Prices on a given minute, hour, day, week or month and comparing that to the volume can give an insight into future market direction. The data required is usually displayed in a Stock Chart so it is easily consumed.

The science / art of technical analysis usually falls into different areas of study:

  • Supply & Demand – Stock Price Movement vs Volume
  • Trend Following – understanding what trends are
  • Waves & Cycle Analysis – understanding how markets move, the Business Cycles, Seasonal Cycles, Fibonacci Waves.
  • Stock Charts – Price – plotting price in charts to understand the history of the Stock, Share or Market Index using Bars, Candlesticks or Point and Figure Charting.
  • Trend Interpretation – Drawing Trend Lines – Support and Resistance Lines
  • Price Indicators – the study of price based chart indicators or Oscillators know as Stochastics,”Relative Strength Index” (RSI), “Rate of Change” (ROC), “Moving Averages” (MA), “Moving Average Convergence Divergence” (MACD), Parabolic SAR, ADX Average Direction Movement Index.
  • Study of Volume – understanding how the level of volume has a relationship with price – and how price has a relationship with volume.
  • Study of Price Volume Indicators – “On Balance Volume” (OBV), Chaikins Money Flow, “Time Segmented Volume” (TSV), MoneyStream.
  • Market Sentiment – understanding the madness of crowds

What are the Positives Of Technical Analysis Courses If taught correctly they can help your understand one side of the stock market equation. This is the “effect” part of the cause and effect equation. Technical Analysis Studies:

  • the What – What has just happened
  • the Effect – Not the cause
  • the Market Action – what is happening “real time” at the moment
  • the Price
  • the trends

Where do most Stock Market Training Courses fail. Most stock market training courses focus exclusively on Technical Analysis, this can be misleading. I support technical analysis and am myself a Certified Technical Analyst, however having only an understanding of technical analysis can cause problems for the trader or investor. The main issues are:

  • No grasp of economics - no understanding of basic economic facts of life can cause an investor to be trading in a business or economic climate that is fundamentally bad, reducing any probability of success.
  • No grasp of company fundamentals - trading a stock that is on the edge of financial suicide reduces the odds of success of you are buying long. Of course if you are shorting a stock you also need to be able to understand the financial situation of a company.

Many stock market technical analysis courses also do not cover vitally important questions such as:

  • Economic Health & the Business Climate
  • Company Fundamental Analysis
  • Risk Management
  • Portfolio Management
  • Tracking Trades
  • Creating a system
  • Psychology

Also most stock market training is extremely expensive, usually $2000 + for a weekend seminar.

Stock Market Training Summary Now you know what to look for when deciding on an stock market education provider. Ensure that Technical and Fundamental Analysis is included, combined with a splash of economics and a good dose of Money Management, Risk Management and Psychology / Mindset. Also ensure is has a lot of hands on practical examples and teaches YOU how to build YOUR OWN stock trading system.

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Three Easy Ways to Track Response Rates in Direct Marketing Campaigns

May 16 2023 Published by admin under Uncategorized

Many entrepreneurs and small business owners launch direct marketing campaigns through email marketing, direct mail or other methods, then forget the most important aspect of a direct marketing campaign: tracking the results. One of the advantages of direct marketing is that is trackable and measurable. You can tell, for example, how much every dollar spent on direct marketing made back in sales. But you won’t be able to analyze your data if you fail to collect it.

You can test many aspects of a direct marketing campaign from the creative presentation to the offer. Each yields different insights that add valuable data to the marketing manager or business owner’s understanding of what drives sales. Tracking elements that you are testing in a direct marketing campaign offers the critical data points necessary for good decision-making about marketing campaigns.

Depending upon your campaign, the media, and the budget, there are many ways you can track responses to each direct marketing promotion. The following three methods are the lowest cost methods to track results from campaigns online or offline. Be sure to track only one element you’re testing at a time, or else you won’t be able to tell which element boosted the response rate.

Unique Campaign Response URL

URLs are so inexpensive these days, and it’s so easy to create a landing page for a campaign that using a unique URL to track different lists or tests within an online or direct mailing effort makes sense. You can place the unique tracking URL on direct mail pieces or include links in email campaigns. Choose URLs that are directly related to the campaign name, theme or the product or company name. Keep them short and easy to type if you are including them on direct mail pieces. Make sure that the landing pages are identical; if you include different text or graphics on the landing page, you are mixing too many elements into the test matrix.

Different Response Phone Numbers

A unique toll free number, phone number, or phone extension can also track responses in a direct marketing campaign, especially direct mail campaigns. Many companies use this method to track responses by promotional channel. Another variation on this theme is to list different “staff” in the marketing piece. Jane’s name may be on piece one, while Ann’s name on piece two. If the call center or operator is given a list of names, and knows to tick off the number of calls next to the names, you can get a good idea of the responsiveness of a promotion by tallying how many times Jane or Ann was requested.

Special Response Codes

You may be familiar with the codes on the back of catalogs in the colored boxes. These correspond to various tests or factors the catalog marketer wishes to track. Special codes may also be included on order forms to track responses. Sometimes customers find typing response codes into online forms onerous. Try rewarding customers who include their response codes with a free gift with purchase or another bonus to encourage them to reveal their response or source codes.

Testing Concepts

These three methods of tracking results from direct marketing campaigns work well with many types of tests. Whether you’re conducting a split test or a test with many variables, be sure to use tracking methods such as a unique landing page and URL, unique phone number or source codes so that you can analyze the response data later and make informed decisions about your marketing methods.

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