10 Tips to Improve Lead Generation
• What is your role in the purchase of this product?
• What is your estimated time to purchase?
• Has a budget been approved to purchase this product?
• How many (employees/seats/sites) might need this product?
• Where are you in the purchase process?
6. Take advantage of the tactile nature of direct mail. When using direct mail promotions, take advantage of the power of touch. Paper stock, folds, shape and weight all provide communication value. Combine these with arresting color, graphics and copy to transform a simple mailer into a powerhouse communication.
7. Great e-mail writing never goes out of style. Copy contained in the "To," "From" and "Subject" lines of your e-mail affects the read or delete decision. Keep your subject line short, preferably less than 35 characters. Keep it clear, to draw in prospects.
Some examples: "New Executive Brief Now Available" and "New Customer Rates." Avoid spam words, like "free," which will quickly have your message deleted.
8. Use advanced merge/purge processes to reduce waste and improve results. Reviewing sample sets of your direct mail data can provide insights. First, sort the data by title and request a frequency distribution. This will show the percentage of a mailing that will reach your target.
Second, review all other records not aggregated due to organizational differences in use of title nomenclature. For example, to reach directors of IT you might have titles such as director of technology, director of information services, etc. All such titles might be targets, but wouldn't be included in your frequency distribution count.
Finally, look for titles you will never want to speak to. Establish a title suppression list and run it against all mailings to eliminate junk records. Be sure to get a prison ZIP code directory, available from the American Correctional Association.