Warning: Is Your Marketing Bad For Your Customers Health

marketscan www.marketscan.co.uk data you can trust WARNING: IS YOUR MARKETING BAD FOR ¡ &%@&!?? YOUR CUSTOMERS' HEALTH? Even if you've got the right direct mail and email marketing lists, the wrong content could kill your campaign... WARNING: BAD DIRECT MAIL KILLS YOUR PROSPECTS! Direct mail remains king... The opening rate for direct mail sent to prospects is 91% in the UK 91% In 2012, 29% of marketers increased their budgets for direct mail. (29% So don't waste money, time and resources getting your direct mail marketing wrong. (Source: www.centralmailing.co.uk] SWAMPED. Don't switch off your prospect's mind with worthless content; get it right because the rewards can be huge. Need evidence? OgilvyOne UK was commissioned with creating an appealing direct mail campaign for industrial weighing scales manufacturer, Kern & Sohn. Hardly the most alluring of products, right? But the agency delivered, and delivered big time: They sent out direct mail packages containing gnomes and scales with content that directed the receivers to Kern & Sohn's online content. This saw: 355 16,386 WEBSITES 21% SALES UPLIFT MILLION The direct mail-instigated campaign reach an audience of over 355 million in 152 countries 16,386 websites link to GnomeExperiment.com after two weeks, resulting in a 200% increase in traffic, an 11% sales uplift and 1,042% ROI After a month, Kern & Sohn experience a 21% sales uplift across its range of products. [SOURCE: http://www.dma.org.uk/news/ogilvyone-uk-claims-grand-prix-2012-dma-awards, http://visiblecomputing.com/blog/direct-mail-isnt-dead-its- just-different/ THE EYES HAVE IT Four Rules To Grab A Prospect's Attention Know your target audience and hone your content so it addresses their needs Educate and entertain the prospect – better still, make them laugh Don't be self-obsessed – focus on the prospect and their business, 3 not yours Invest in direct mail lists; these can be tailored to your company's 4 specific needs to ensure your message is getting through to the right prospects. 1You can't bore people into buying products. You must interest them. I Marketing guru David Ogilvy DOWN IN THE MOUTH Mess up your message or invoke people's ire and you could go viral – in a bad way. Remember, there are: One billion 500 million 90 million 10.4 million Facebook Twitter Instagram Pinterest users users users users And they're all willing and able to update, tweet, snap and pin your direct mailing disasters whether they're B2C or B2B. Just ask Adidas... ... who designed trainers featuring shackles in 2012. A single image of the trainers caused uproar with the public who were offended by the shackles/slavery association. The outrage spread across different social media sites, including 2,000 comments on Adidas' Facebook page alone... [Source: www.envisionmedia360.com, http://www.foxnews.com/us] WALLET WOES Get direct mail marketing wrong... ... and it can cost or even offend customers; whether through an errant message or a typo. One company was commissioned to print and insert credit card statements. The financial services provider which commissioned the work included the wrong phone number in the brief. When dialled, it put customers through to a sex line. In another company, sales people inserted offensive comments into clients' address fields such as: "The one with the big bum". OCue complaints from upset clients... Source: https://delivermagazine.com IT'S ALL ABOUT THE MEDIUM, MAN Email marketing is very popular among both B2C and B2B marketers because customer contact is easy to record and ROl is easy to measure... &%o&!?? .. 70% of B2B marketers still believe that email direct marketing is 'critical' or 'very important' (Source: Benchmarking Report from B2B Marketing in association with Circle Research, Target Marketing Magazine] But consider the platform the email is being read on... While 13% of B2B marketers' target audiences read emails on their mobile devices, only 33% of marketers bother optimising emails for reading on smartphones. (Source: MarketingSherpa via emailmonday) FRISKY BUSINESS: SEX SELLS Just ask E.L. James... While sexual imagery is often used in B2C campaigns, be wary when using it in B2B - a business audience normally has several decision makers, and it just takes one to be offended... Make sure you don't leave male prospects feeling inadequate or vulnerable.. According to research by the University of Illinois, advertising and marketing that shows 'ideal masculinity' such as 'partying' or "promiscuity' can be a turn-off for men. Source: News Bureau Illinois FOOTLOOSE Just remember... ... get your direct mail marketing right, and the prospect will come to you. DON'T FORGET! Direct mail marketing and many marketers are increasing their spend on these campaigns BUT. Not enough contact details - People forget to consider how emails will display on mobile phones Appealing to B2B clients' baser instincts often marketers write content backfires especially in print! that speaks to their Never forget to double-check readers To learn more about creating content that converts, download our free eGuide marketscan WHAT YOU CAN LEARN FROM SPAM CON ARTISTS WHAT YOU CAN LEARN FROM SPAM CON ARTISTS now! I scommers can make milions of dolas annualy from their emails, they must be doing something right. DOWNLOAD FREE EGUIDE NOW!