Home – New Forums Marketing mastery Direct Marketing – Email or good old fashioned Australia Post?

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  • #967396
    Bookkeeping Solutions
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    I have been doing some direct marketing, in the form of emailing my brochure to potential clients. I have also been mailing it out in some instances. I have not had any feedback from it, so not sure which is the better option to continue with.

    My concern with emailing it is that people may see an email from someone they don’t know and delete it without reading it.

    At least with sending it in the post they are bound to open it, and it requires much more effort to throw it in the bin, than it does to delete an email.

    What are other peoples thoughts/eperiences with this…

    Am I going the wrong way about things??

    #1025875
    mike@engagemarketing
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    Email Marketing has been abused so much by Spammers that people really resent receiving something that they haven’t requested. It’s not a good tool to be using to contact new potential customers.

    Direct Mail through Australia Post on the other hand will have a higher success rate but by nature is much more expensive. You really want to be getting your marketing messages right so that you’re not just throwing money away.

    Direct Mail CAN be fantastic, but most of the time is of poor quality and just wasted.

    #1025876
    Michael_R
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    just a further note to Michael’s input….

    When it is costing you to mail out marketing material it makes you think a lot more about targeting the message to the right audience!

    You will send out 100 targeted message instead of 10,000 emails and get a much better response rate!

    And always good to keep Aus post going to deliver my ebay purchases!!

    M

    #1025877
    Burgo
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    I will agree that email marketing is not really the way to go , but internet marketing is.

    A website, simple and to the point, no bells and whistles.
    Direct marketing to the neich market you are after. Brochures to small business, solicitors and accountants. Accountants !! you may find that accountants are too busy looking after clients and have little time to actually do the bookkeeping side of their business instead of hiring, as this is costly they look for someone who specialises in bookkeeping to take the workload from them.

    Give it a try you may even find you may get more work than you can handle.

    #1025878
    Arnold Shields
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    There are a whole bunch of issues there:

    Are you using your own email (outlook etc) or using a email service provider like Aweber or Mailchimp (my favourite). The email service providers will give you statistics like open rates and click through rates etc, plus handle unsubscribes etc.

    People will read what is relevant to them. Sending a copy of your brochure is not going to excite them to much. You need to develop ideas that will encourage them to open and click though on your emails. It should concentrate on the benefits to them and lead to a call to action.

    The cost of emails is negligible compared to the cost of direct mail. The real advantage is however is that it is measurable and therefore able to be improved.

    With Direct mail, it is impossible on a small scale to determine the success of a campaign and what has interested people, what copy worked, what calls to action worked.

    I have made the mistake in direct mail of having a call to action that that was to far along the selling process (eg. book for a seminar). A better call to action would be – go to website to download a whitepaper/eBook etc or visit page that introduces and educates on the concepts & benefits of the seminar.

    The only real way that you can tell if your marketing message is right is to split test. Develop a control, run different messages and ideas to beat that control. The winner becomes the new control, split test again.

    As part of your marketing strategy, you should be working towards building your email list.

    btw. Be aware of Spam Act – a guide here plus do your own research and get advice.

    #1025879
    Michael_R
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    There is an advantage of both methods…

    ‘Permision marketing’ made great by Seth Godin goes through the power of the email list that is ‘opt in’ – so as per the last post it can have some massive power.

    However as a ‘Cold Call’ marketing idea is sucks!

    I guess it is great that we have some many different options to get our brands in front of customers. And it is about working out which one is best for each time of the marketing cycle.

    But for pure fast business growth there is nothing like a good pair of shoes!

    M

    #1025880
    Pross
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    I’ve got heaps of disparate thoughts on this, so it’s dot point time:

    -Why not both? A combination of multiple formats can be costly but, done properly, can give you unbeaten penetration and conversion. If you’re worried about costs, just be more targeted with your audience.

    -Despite what you might hear/read/see, email marketing CAN be done legimitately, CAN be done highly effectively and CAN bring in business.

    -If you’re putting together an email marketing campaign, do HEAPS of reading beforehand. Keep in mind 90% of sites out there these days are copy-and-pasted self-promotional crap – make sure the sites you listen to are very reputable, with good professionals authoring articles, identifying themselves, in a blog-style format, with plenty of intelligent commentary in the comments section.

    -The “it’ll get dismissed as spam” argument generally goes hand-in-hand with not properly understanding the format of email and how email users think.

    -When you’re looking at any internet-based marketing, it’s really important to differentiate between B2C and B2B – 80%+ of what you read is about B2C, which leaves the rest of us out in the cold a bit. There’s unfortunately not nearly enough good information about B2B email marketing available.

    -It is SO important to consider email as being its own format. Different formats need different ways of thinking. Faxes have to be composed with toner levels in mind, thinking about low-res line drawing illustrations, etc. Mailing campaigns have to consider envelope sizes, postal compliance + indicia, stock of paper, B&W/colour, paper size, etc. Email has its own set of requirements which are completely different again. LEARN THEM. I’ve seen so so many campaigns that fail because people struggle to think of email as being anything other than an extension of postal mail.

    -Similarly, there’s a different approach in terms of what you can and can’t do in mail vs email vs fax – tricks and fancy bits, for lack of a more eloquent term. With mail, you can do all sorts of things – if you’re selling fishing rods, you can make the back of your envelope look like a giant snapper which opens its mouth as the envelope is opened. If you’re selling business consulting services, you can design a postcard with a bite mark out of the corner and the tagline “Is inefficiency taking a BITE out of your bottom line?” You can’t do that on fax or email. Likewise, there’s stuff you can (and should) do on email that you can’t do on mail or fax. My point is you’ve got to THINK differently for different formats. And if you can’t THINK EMAIL, don’t try to do email. Learn to think email first, or pay someone who can.

    #1025881
    Bookkeeping Solutions
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    Big thanks to everyone for their comments so far.

    We have a letter directed specifically at Accountants, which we have sent out. We are now working on a follow up for some of these Accountants. We don’t want to annoy the crap out of them, but we want them to know that we are here. Especially the ones that I know from my days of working as an Accountant. Any ideas there would be great too…..

    We are now working on one for local small businesses as well as some other industries that we want to target.

    And yes we have been on foot with some brochures too.

    #1025882
    MatthewKeath
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    Burgo, post: 30577 wrote:
    I will agree that email marketing is not really the way to go , but internet marketing is.
    Email marketing (opt-in as already discussed) is an important part of internet marketing, but it’s not suitable for many businesses. A email can put your business into the view of a targeted audience, and most people check there email at least once a day.

    Cold emailing can be difficult, and should always be used with caution. A personal email to somebody regarding something specific may work, mass emailing people is spam.

    Burgo, post: 30577 wrote:
    A website, simple and to the point, no bells and whistles.

    It’s all about getting leads or sales, and if bells and whistles lead to more sales, then go for it!

    You should never forget that in many case your site will be the FIRST thing people see. It represents your business! Would you have a sloppy shop front or offices? Would you paint the logo on your fan yourself? Your information is the most important part, but how you present that information can mean the difference between a sale, or losing a customer to a competitor.

    Personally I would prefer people had no website, than a cheap, poorly designed and managed one. IE – Vista print or other ‘free’ services. Wait a few months, then pay a few hundred dollars for your new website, it’s a small investment that generally pays it’s self off in only a few sales / leads – then it’s all PROFIT! If you can’t make this small investment in such a important area, than people should rethink online marketing completely.

    #1025883
    Hugh Thyer
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    There are, from memory, around 7000 accountants in Australia. I know, because I wrote for the market when I was starting out, and broke even on my very first project.

    You’ll get a much higher response from direct mail. There’s really no argument. At the end of the day, opening percentages and response rates are not the real measure of success.

    Profit is.

    So even though your ROI with email (at zero cost) might be higher, your profit will be lower.

    So odds are you’re better developing a really good sales package and spending the money getting it into the hands of your target audience. It’ll cost around $1 per lead, not including the cost of the name from a list broker, if you’re going to use one.

    Even if you send out 100 and get only 1 sale, it could still be profitable, especially if you’ve got an ongoing relationship in mind. As a book-keeper, just one accountant on your books could be worth several thousand a year, so spending $100 to get them as a client will be a great investment.

    So spend the time on a quality package, mail it out, even follow it up with a phone call AND email. Put the money and effort in at the front end and your backend business will rock.

    If you’re interested, I’m doing a promotion at the moment which includes a review of your marketing, a 45 minute consulting call, written report and at least one recommendation which will put $2,000 in your pocket within 2 weeks of implementing it. There’s a cost, but its fully refunded if you don’t make $2,000 profit. And I know accountants because I’ve written sales copy for the market before and researched them carefully.

    Just let me know,

    Hugh

    #1025884
    CathyHalliday
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    As I run a telemarketing information website, I’m sure it’s no surprise that I’m going to add……what type of follow up do you do? Traditionally direct mailouts or cold email campaigns both get a low response rate. Targeted mail-outs are clearly a good idea, but so is a quick, well executed phone call as a follow up.

    The reality is that most people won’t have read your mail-out or email, but the fact that you have made a first point of contact will make a follow up call much easier than a cold call. A call will also have a dramatic impact on your success rate for the campaign.

    The good news is that they don’t even need to remember receiving your information for you to call and start talking to them like you are already acquainted. A simple “We sent you information last week and I am just making a quick call to ask you……” type call will certainly improve your conversions.

    #1025885
    Bookkeeping Solutions
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    Some more good points.

    With regard to the email, I sent my emails one at a time, with the spam issue in mind.

    Re the telephone call, I was actually thinking of doing that this morning. I sent a letter off to an Accounting firm last week, and by chance ran into one of their Accountants last night. He advised they were desperate for bookkeepers, but he hadnt seen my letter….

    I am beginning to think that phone calls may be the way to go now….

    #1025886
    MarketingListBroker.com
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    I don’t think it’s possible to make general statements about direct mail or email. What works for one organization may not work for another and the only way you will know is by testing.

    The best list is the list that you acquire on your own from interested customers that purchased something or downloaded something that was useful from your Website. The more information you can collect from your customer the better your lists will perform. You should collect customer preferences, purchase history, credit card information or even birthday. From this information you can personalize and segment lists and test which segments respond better to either mail or email.

    Tim Little
    Publisher, http://www.marketinglistbroker,com

    #1025887
    albertbertina
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    Direct marketing always have been good for every business. yep email marketing is great and you are saying right people delete without reading but is the subject is to the point and the receiver and relevant then it does not happen it becomes effective marketing why not you take the help of HR department to get relevant mail address.

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