- USE TELEMARKETING LISTS TO INCREASE DIRECT MAIL RESULTS
A general rule of thumb is that a telephone follow-up to a direct mailing will generate an incremental response from 2 to 6 times the response achieved by mail alone. Of course every industry is different so a simple AB test is recommended: one segment mailed only … and the other mailed and then phoned.
- USE TELEMARKETING LISTS TO SELL FROM A DISTANCE
A major benefit of telemarketing is its potential for increasing sales from a distance. A company that uses telemarketing has the opportunity to sell to both new and established customers without ever sending a salesperson out into the field. Without wasting time traveling around to see customers or spending money on gas, a company can reach its target market with relative ease. Unlike many other customer contact methods, telemarketing affords a company immediate answers. They can communicate with their customers right away, instead of waiting for days, weeks, or even months to realize results.
- USE TELEMARKETING LISTS TO KEEP PROSPECTS AWARE
To maximize results you should integrate telemarketing with direct mail. By doing this, the recipient is already aware of your business and your offer and your phone call is warm rather than cold. If you carry out an integrated campaign, you should make calls within five working days of sending out your direct mail piece; otherwise any benefits are likely to be significantly reduced.
- USE TELEMARKETING LISTS TO OPEN DIALOGUE WITH THE NEW
Ongoing telemarketing gives you the opportunity to discover people who have just recently taken over. Cold-calling enables you open a dialogue with this new person, often before they’ve even begun the buying process. Think about it—someone who doesn’t know you exist, with only a marginal understanding of the problem you solve—is not going to come looking for you. Telemarketing is a very direct method of identifying those people. When you’re in an account first, you can be the one to educate them and help set benchmarks. It may be a long and nurturing process, but it can yield a lucrative relationship.
- USE TELEMARKETING LISTS TO OBTAIN KEY MARKETING DATA
Making sales on the phone these days is a major challenge, but obtaining key marketing information isn’t that difficult. Names of key decision makers, product usage, email address, and verification of existing data are a few examples of the data that you may collect via telemarketing.
Telemarketing can help fill in some of the blanks in your in-house database with key information, such names of key decision makers, product usage, and email address; telemarketing can also verify and update existing information on your database. All this information can then be used to focus your future sales and marketing communications.
- USE TELEMARKETING LISTS TO BUILD BRAND AWARENESS
Particularly for companies without a significant market presence, telephone contact can serve as another awareness enhancement of your company or brand name.
This is where voicemail becomes our friend. Depending on factors like the industry and the size of the company, a telemarketer will reach voicemail on about 70-95% of dials. While voicemail suffers the same risk of “trigger-finger delete” as unsolicited emails, some people do listen, at least long enough to hear the company name and the primary message. (This is where well-scripted messaging becomes critical.)
At best, they’ll hear your offer, your message and your brand/company name. At least, they’ll hear your brand name, which is an impression you wouldn’t have had otherwise. And this, of course, may enhance recognition when they see your name on your next communication.
- USE TELEMARKETING LISTS TO TRACK RECALL RATE
Feedback from your telemarketers can give you an indication of how well your current marketing materials are penetrating your audience, and whether your message is actually being received.
When you use telemarketing to follow up on a direct mailing, an invitation, or email campaign, why not track the prospect’s recall rate of the various media? It can help you get a better idea of which media are read and remembered the most, and help you modify the format or messaging of your communications based on that feedback.
- USE TELEMARKETING LISTS TO TEST NEW IDEAS
You can use calling campaigns to test your new ideas. Change your message, your offer, or your approach. Track your numbers during the telemarketing calls, and use the results to guide your direct mail campaigns. For example, have one group of telemarketers make 500 calls with Offer-A … and the other telemarketing group with Offer-B; track the results and use the winner as the direct mail offer.
Telemarketing List Strategies
How Many Prospects
In Your Territory?
In Your Territory?