Target Marketing

You will be automatically redirected to targetmarketingmag in 20 seconds.
Skip this advertisement.

Advertisement
Advertisement
 
 

Three B-to-B Marketing Tips

August 2007 By Kate DeBevois
At the eigth annual MeritDirect Business Mailer’s Co-op and Interactive Marketing Conference, Bill Singleton, manager of analytical services at Naperville, Ill.-based database marketing and consulting firm The Allant Group, presented, “Nuts and Bolts of B-to-B Mail: 10 Common but Unwritten (and Unmentioned) Mistakes.” Here are three tips he suggests to give your next B-to-B campaign a better chance of success.

1. Check data for gaps and aging. Is information accurate, current and entered in the proper field? Singleton also suggests suppressing nonbuyers who are competitors, miscoded consumers, prisons or business complaint addresses.

2. Use the right address for your customers. Singleton cautions: “Many customer order-processing systems can record mail-to, ship-to, sold-to and bill-to addresses. Decide which type of contact you want to reach in a company. If you want to add shipping addresses to your mailing, make sure they are really valid, mailable addresses by running them through postal hygiene software or your service bureau.” He also advises making it a requirement to link different account elements to help prevent listing multiple addresses for the same customer.

3. Test your response system. Singleton says companies should ensure “the response system your customer is supposed to use actually works.” This includes testing toll-free numbers and landing pages for customer service, quality and accuracy.
 

Companies Mentioned:

SPONSORED CONTENT

MORE ON DIRECT MAIL & POSTAL >>

FROM THE BOOKSTORE

Available as a PDF<BR><BR>A guide to the science of direct response testing today, including best practices, power tests, small vs. large test, analyzing results, testing mistakes, new tricks and more.<BR> <BR>Direct marketing — regardless of the channel — is that unique combination of art and science. Direct marketing strategists are constantly striving for better response rates, open rates, conversions, cost-per-order, and life-time value. <BR><BR>And what is the tool that these strategists turn to again and again? That’s right! It’s testing. <BR><BR>In direct marketing, there are plenty of elements to test — from subject lines, premiums, envelope sizes, list selects, pricing, the placement of the shopping cart on the web page ... the choices seem endless. <BR><I><BR>Secrets of Direct Marketing Testing </I>is your personal BRAIN TRUST of testing strategies that you can start to put to use today. <BR><BR>In this guide, you’ll find everything you need to learn — the why, what, when and how-to of testing. From testing structure to basic principles, and from test ideas to mistakes to avoid, you’ll get a crash course in coding, tracking, reading and applying test results. <BR><BR>You’ll learn about: <BR>• Simple copy tests that drive response <BR>• Fine-tuning your offer <BR>• Web and Email testing <BR>• Offer tests <BR>• How to make sure you’re getting reliable results <BR>• Retesting and rolling out your findings <BR>• Plus the Rules that you should test now — or ignore at your own peril! <BR><BR>Are you are searching for ways to raise response, save on your promotion costs, drive down your cost-per-order and extend the lifetime value of your customers? The DirectMarketingIQ and Target Marketing editorial teams have been researching, writing and collecting expert advice from industry leaders about the how-tos of testing for years. <BR><BR>We’ve compiled this information and made it easy for you to find all in one place with our easy-to-read report – <EM>Secrets of Direct Marketing Testing</EM>. Secrets of Direct Marketing Testing

Available as a PDF

A guide to the science of direct response testing today, including best practices, power tests, small vs. large test, analyzing results, testing mistakes, new tricks and more.

Direct marketing — regardless of the channel — is that unique combination of art and science. Direct marketing strategists are constantly striving



...

ORDER NOW

Available as a PDF<BR><BR>Your everything-you-need-to-know guide to personalized URLs, including: <B>Best Practices </B>on why they work, campaign strategy, multichannel creative, analytics, and <B>10 Case Studies.<BR></B><BR>A New Best Practices and Case Studies report from DirectMarketingIQ.<BR> <BR>Do you want a higher response rate? Do you want to make a bigger profit? Do you want to engage your customers and continue the conversation? Then ... you need to know about PURLs and how they can achieve all the above and more! <BR><BR>With <EM>PURLs for Profit </EM>you'll have your personal roadmap that will show you how to successfully implement and profit from PURLs. This definitive special report takes you step-by-step on how to integrate PURLs into your marketing mix — email, direct mail, landing pages and social media — for an enhanced user experience so that prospects can make more informed purchasing decisions faster. <BR><BR>Here are just a few of the important takeaways you'll learn:<BR> <UL> <LI>Why PURLs work <LI>How PURLs connect the dots between direct mail, email, social media and the web <LI>What you should test and why <LI>What campaigns benefit most from PURLs <LI>How to create a relevant campaign <LI>Privacy and PURLs <LI>What steps should you take <LI>How to measure your ROI <LI>Maintain the magic by maximizing the message, the creative and the list! <LI>The importance of tracking and continuing the conversation <LI>Where social media fits into the mix </LI></UL> <P>In addition, you'll see actual case studies where PURLs have made a big difference in a variety of marketing efforts. <BR><BR>Here's a list of the types of companies and organizations that are featured in this informative special report: </P> <UL> <LI>Financial Services <LI>Higher Education <LI>Publishing <LI>Nonprofit <LI>Retail <LI>Technology <LI>Seminar/Conference <LI>Quick-Service Restaurant</LI></UL> <P>Download your copy of <EM>PURLs for Profit</EM> today!</P> PURLs for Profit

Available as a PDF

Your everything-you-need-to-know guide to personalized URLs, including: Best Practices on why they work, campaign strategy, multichannel creative, analytics, and 10 Case Studies.

A New Best Practices and Case Studies report from DirectMarketingIQ.

Do you want a higher response rate? Do you want to make a bigger profit? Do you





...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: