For businesses across the board, one way to get better returns is by improving efficiencies. For marketers in particular, the million rand question is how to build better databases and grow their audience.
Grant Fleming, CEO of Leadify, says that building up an audience around particular marketing messages or strategies rather than pushing out any and all content to anyone, is essential. The latter may have been a trend that TV advertising praised, but it is ineffective as well as wasteful, when applied to direct marketing campaigns.
Marketers also must pay attention to their ‘list hygiene’ i.e. ensure irrelevant messages aren’t being sent to the wrong demographic. Do this by avoiding over-marketing, a factor which may be missed by those operating with a ‘more is better’ mindset. This can derail efforts, as even if people are partially interested in the marketing message, they will reach an unsubscribe point more quickly if marketers press them too often.
Dealing with information deluge
Front of mind for marketers should be that people are being besieged by information more than ever. Additionally, email and SMS channels are especially hotly contested marketing spaces, full of marketing promotions.
Clearly, any marketers who want to increase their opt-ins need to get their message and audience right from the outset, while ensuring that they send carefully crafted campaigns at the right time.
Segmentation needs to become more sophisticated too and is among top marketing trends for 2018. Doing so helps marketers treat their audience differently and adds a level of personalisation to their campaigns.
The Smart Insights report even suggests greater personalisation will result in an increase in conversions, by keeping marketers relevant and in touch with lists’ changing needs and preferences.
Strategies for success
Analytics can play a significant role here.
More granular detail can be built up over time such as what day of the week, and time of the day messages should be sent to particular segmented audiences for the optimal response.
Spread marketing messages out for a while too, and then hone in on specific days of the week, and times of the day, according to the audience being targeted. It’s considerably more effective to target the right audience at the right time than continuously sending general messages all day.
Related: POPI Proof Your Direct Marketing
The importance of A/B testing to help hone the message to your audience also cannot be underestimated. By testing two or more variants, and listening to the feedback received, marketers have a basis from which to optimise their campaigns.
As for databases, is bigger still better? Yes, but only as a starting point for the data to be further segmented and refined, empowering marketers to more accurately define their audiences.
All this may sound like a great deal of work, but the benefit of doing so isn’t just to build an audience. It will also help marketers deal with the increased pressure from the Protection of Personal Information (PoPI) act to ensure they aren’t spamming their audience.
Actually, Cold Emailing Can Work for Small Businesses
There is a right way and many, many wrong ways to do it.
Cold emailing has existed since the dawn of the internet. The notion of finding business prospects through email has been around for this long because it works. Huge, multimillion-dollar companies owe their success to cold emailing, at least in their beginning phases. It doesn’t matter how big your business is, though, cold emailing is a method proven to increase sales leads and grow your network.
The idea of sending an email to another business can be daunting, especially for small ventures. It can be nerve-racking not knowing if that other business will consider your experience and solutions or just delete your email without a second thought. But, in reality, the only way you can get comfortable with cold emailing is to actually do it. You’ll learn quickly that you won’t care much about the responses you don’t get and more about the ones you do.
Plan it right
You’ve probably noticed your email inbox puts the newest messages at the top, making them the first ones a person sees. Plan to send your emails between 8:30 and 9:00 a.m. on a Monday morning. More likely than not, your potential business leads are just arriving to work from a peaceful weekend and have a little more time on their hands to read through a few emails.
Be specific in your subject line
Make sure your subject line is short and specific. Don’t promise things you don’t intend to deliver on. If you’re asking for a minute of their time, make sure all you need is a minute. Within the email, don’t ramble on about a bunch of nonsense. Get to the point, and tell them why you’re emailing.
“When you want to grab the attention of someone important, scrap the entertaining subject lines and focus on utility,” says Adam Grant, Linkedin influencer, in his article 6 Ways to Get Me to Email You Back. In the age of clickbait, when people are busy, they want to know if clicking on your email will be worth it.
Don’t drag it out
Caroline Webb, author of How to Have a Good Day, gave readers her secret to successful cold emailing. She describes the Solution + Problem or Pain + Future + Solution layout. With this method, you tell the person you’re writing to what your solution is for a pain point or problem they might be having within their business. Then you show them what the future could look like with your solution. Remember, it’s all about how you can help them with their business, not how their business will help your own.
Make it personal
The most important thing you can do when it comes to cold emailing is to make the email personal. This is much easier to do when you’re a small business reaching out to other businesses in your own community. Tell them, specifically, why you want to do business with them. Let them know about other projects in town that you’ve been a part of, and if you’ve met them in the past, remind them – don’t assume they remember you.
Try to say the word “you” instead of the word “I” as often as you can. If you make the email too much about you, you’ll drown out the fact that you’re offering a solution to their potential problem.
Always end with a call-to-action, or CTA
Make sure each email ends with a request or a CTA, so that you can ensure you’re building connections with your audience. If you don’t tell people their next steps or what you want them to do, they won’t know you are actually waiting on their response. An effective CTA is exciting, not generic and includes a question or link for them to click, such as asking their opinion and including a link to another blog post.
Don’t be afraid to follow up with another approach if you find that your email has gone unanswered – and unopened.
One final piece of advice. Don’t just put a link in your email asking them to click. If they have no idea who you are, they most likely won’t do it. Make sure you say what you need to say within the email without requiring your potential clients and customers to go through a scavenger hunt of clicks to get there. Even though it’s called cold emailing, by using the right planning and the above tips, you can build those warm, lasting connections with your current and potential audience and set your small business up for future success.
This article was originally posted here on Entrepreneur.com.
How To Get The Most Value For Your Direct Marketing Money
Grant Fleming, CEO of Leadify offers this advice to entrepreneurs and marketers.
It is a common, global problem in the digital age – how do you convert vast amounts of data into demonstrable business value? Marketers aren’t exempt from this conundrum, and the pressure is always on to justify the worth of running a marketing campaign in real world, practical terms.
So how can you glean the most profitability from a campaign? Start by addressing a core challenge: Separating the important data from the not so important.
More particularly, focus on demographic information that is easily accessible like age, gender, location. Then follow up by looking a bit deeper and adding data such as marital status and income. Grant Fleming, CEO of Leadify offers this advice to entrepreneurs and marketers.
1. System essentials
Beyond this, while choosing the right data is key, it’s wise to use the best direct marketing system possible for your marketing needs. For starters, it should report on the data that is most important. It should also offer smart dashboards that displays comprehensive information. And it should accommodate users who want to put analytics and insights together manually.
Related: POPI Proof Your Direct Marketing
Having all three in place – pulling together data, running analytics and translating those into presentable reports – is not just a nice to have. It’s increasingly essential, as direct marketing is fast becoming a saturated space. Figuring out ways to better personalise data, and target and curate the right audience for the right message at the right time has become mission critical.
2. Aid from the machines
The good news is that machine learning is set to take much of the onerous work out of personalising data. But the caveat is that its usage doesn’t exempt you from being involved, as machines still need to be taught what constitutes good data to begin with. You thus need to know and understand how to curate data properly from the outset.
For the foreseeable future, you still need to understand what you are feeding the machine learning algorithms with, and most importantly, testing assumptions. Avoid the tendency to assume that because the results came from a machine, they are correct. Rather, conclusions drawn need to be continually tested, verified and honed where appropriate.
3. Pitfalls and challenges
But, while you may have a basis from which to extract more value from your data, what is preventing you? Among key obstacles that many marketing companies do not realise, is the power of the tools that are available to them, especially those locally produced.
This is to their detriment, as the tools readily available in South Africa boast sophisticated, yet simple, insight dashboards and reporting metrics that could power-up their marketing efforts.
As for a potential opportunity, this too is a topic that is often mentioned in other industries, that of creating greater integration with a variety of tools. In reality, few companies have managed to integrate their digital, social and direct marketing approaches well.
Getting more money out of your data boils down to sorting the wheat from the chaff, having the right system in place, curating data, and finally, using machine learning with an eye towards it being an aid, rather than a replacement for human efforts.
Honour The Opt-out
Gareth Mountain from Olico, explains how PoPI will effect companies undertaking any form of direct marketing, and why it’s important to honour the consumers’ right to opt out of the marketing process.
It’s in a companies’ own best interests to toe the line when it comes to direct marketing best practices. It boils down to the fact that ethically it is the right thing to do, and that they should not wait for the implementation (and subsequent fines) of the Protection of Personal Information (PoPI) act to kick in to respect the consumer.
1. Electronic comms and outbound calling
The most notable point to understand when it comes to electronic channels of communication (email, SMS, Automatic Voice Messaging), is that companies will need explicit opt-in permission to contact the consumer. Here it is not about having the legal right to market to them as the Electronic Communications Act currently specifies, but rather being able to prove that they specifically gave permission for your communication.
This is set to bring about an overall decline in electronic marketing, and securing that valuable opt-in permission is going to be crucial. Yes, some companies will certainly struggle, but by providing relevant, ethical, targeted deals to your consumer database, there’s no reason for them to opt-out, especially if your offers are beneficial.
When it comes to outbound calling, PoPI permits one marketing call to a person, even if they have not opted in. During this call, operators can attempt to get them to opt-in for future marketing (both electronic and voice). While this might protect jobs in the South African call centre industry, it could result in locals receiving more intrusive calls, while less intrusive email and SMS marketing declines.
2. Respect the No
One thing to keep in mind during all marketing communication, is to respect the public’s requests. If a person asks to be removed from your electronic marketing or direct calls, make 100% sure to comply and ensure their number/email does not slip through the cracks to the next campaigns.
On a national level the Direct Marketing Association of SA (DMASA) has established a National Opt Out Database to adhere to. Paid-up members of the DMASA have access to this database as well as the process involved in making sure that their own database corresponds to the DMASA no contact list. This is through a process called “Deduping” and ensures companies do not accidentally market to anyone on this national do-not-call database. DMASA members also need to adhere to the code of conduct which regulates behaviour in the industry.
3. The responsibility of the company
When it comes to a company-wide level, it is best to automate the opt-out process so that human error is taken out of the equation. Keep a record of the opt-outs and inform the consumer that they have indeed been taken off the database.
Related: POPI Proof Your Direct Marketing
One grey area where we believe companies might try and bend the rules, would be to opt-out the consumer on a product-level, meaning that although they have said no for marketing on one brand or product, the company will continue with marketing other products in the stable. It is unlikely, however, that a consumer will decline receiving marketing for one product, and still want communication for another. Rather take them off the database completely.
The reasons why companies must honour opt-outs are numerous, with the fact that the PoPI Act allows for fines of up to R10 million or jail time for violation perhaps standing out as the most prominent. But with the ethical behaviour of companies under the spotlight locally, the moral responsibility of respecting the consumer should not be ignored.
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