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How to get a top performing DM campaign

Posted on 06/06/2016 at 09:00By Corpdata

Do you regularly run direct marketing campaigns or are you thinking of trialling one? In this blog we discuss how to create a direct marketing campaign which gives great results.

First up it’s ess…
get a top performing campaignDo you regularly run direct marketing campaigns or are you thinking of trialling one? In this blog we discuss how to create a direct marketing campaign which gives great results.

First up it’s essential to have a quality, targeted database of customers. Get your data right (accurate, relevant and up to date) and you’ll have the best chance of generating sales for your business.

Don’t just send out your direct marketing campaign and feel like the job is done, make sure you evaluate and measure the results of your campaign. Analysing the results gives you a great opportunity to fine tune and improve your future campaigns. For example when sending out a mail campaign use a specific phone number, website address or discount code to track the results. What could you change next time to improve your response rate?

Even better, try split testing to see which marketing material gives you the best results. For example with email marketing, send the same email to customers but direct them to different landing pages on your website to see which page gives the best response rate (measured perhaps by clicks through to a link, phone calls to a specific number or length of time on the page). You could also try sending emails with different copy to see which version results in the best response rate.

Use your database to personalise your marketing messages to different groups. Your database of customers, when accurate and up to date, contains a wealth of valuable information. For example our contact data allows you to see info by industries, locations, job roles, turnover, number of staff, number of sites etc. You can use this data to divide your customers into smaller groups in order to target them with special messages. You can even build a profile of your best customers and seek out new contacts matching that description when you buy a new list.

When used correctly direct marketing is a powerful tool to generate sales for your business. Start with great data, follow up with great copy, add in intelligent testing and analytics and you’re onto a winning formula.

If you are looking to create a campaign which really performs, call us on 01626 777400 or email on sales@corpdata.co.uk