B-to-B marketers know that it’s a multichannel world out there. However, multichannel direct marketing doesn’t only refer to setting up a Web site and launching that e-mail marketing program to complement your direct mail efforts. Outbound telemarketing also can be a valuable component of your multichannel efforts—one that can build your customer base and ultimately increase customer lifetime value. Neil Sexton, president and founder of Trinidad, Colo.-based B-to-B outbound telecenter and multichannel marketing company TeleGreet, notes there are a number of key outbound initiatives B-to-B marketers can use to improve their businesses: 1. Full account management. The purpose of this outbound activity is to provide
By Irene Cherkassky Ever run short of great gift ideas? Things Remembered, the Cleveland-based personalized gift retailer, sure doesn't. The company's direct mail pieces range from postcards showcasing two or three items to catalogs that feature page after page of gifts for all occasions. During this past graduation season, the company mailed a piece that offered both the convenience of small scale with the product selection of a mini catalog. Mailed in June, the six-page, 8-3/4" x 5-1/4" 2006 Grad Gift Guide is slim, but features dozens of items, from clocks and desk accessories to jewelry and photo frames (Archive code #910-175003-0606A).
While it may not have the star quality of more in-vogue direct marketing channels, for Southampton, Pa.-based garden tool marketer Mantis, insert media is something to get excited about. “It’s still a very important part of our media mix,” says Steve LePera, Mantis’ director of sales and marketing for mail order. Although LePera admits DRTV has become the company’s largest lead generation source, “there still has to be a base of what I call direct mail prospects driven by more traditional methods like package inserts … to our overall program,” he explains. The company participates in a wide range of programs, from Valpak to
How do you get the most out of your paid search engine marketing (SEM) budget? Rather than purely focus on getting a top position at any cost, Kevin Lee, executive chairman and co-founder of Rockville Centre, N.Y.-based search engine marketing consultancy Did-it Search Marketing, recommends relying on the right mix of analytics and a well thought-out strategy. Presenting at DM Days New York Conference & Expo earlier this summer, Lee set out the following tactics that can make your paid search engine efforts more effective: 1. Base SEM success metrics on the business realities of your operation. Factor in your cost per order; cost per
When running a DRTV campaign, it is important to test your call center scripts to make sure your reps have the information they need to answer questions prompted by the content of your spot and to better convert leads to sales. “When you’re broadcasting, you’re going to get a lot of questions,” says Steve LePera, director of sales and marketing for mail order at Mantis, a Southampton, Pa.-based marketer of landscape and gardening equipment. To this end, LePera suggests the following tips for testing call center scripts. * Test a number of scripts for each campaign. Depending on your call center’s capabilities, your DRTV spots
Are your e-mail marketing efforts hampered by high undeliverable rates? If so, you may want to consider running your e-mail file against an E-mail Change of Address (ECOA) service, suggests Tricia Robinson, chief marketing officer for Atlanta-based e-mail communications services provider Accucast. To determine if the benefits of this service outweigh its costs, you need to assess the value of an e-mail address. “What it comes down to is if the value of the e-mail address to the organization is greater than the charge of the ECOA on the address,” notes Robinson. “Depending on the value of what you’re marketing, if … your average