Mailingberatung
Article number: 31239
Listed in category: Service / Communicate-Control-Confirm > Mailingberatung from brakensiek.de
With the services we database and digital printing solutions can be achieved much, but we have found that our customers grow faster if those advised by CAMP:
In cooperation with our partners we offer workshops CAMP:
Here is the link to Camp:
CAMP Marketing-Service GmbH
Eichwiesenring 9
70567 Stuttgart
Telephone: +49 (0) 711 72816-365
Fax: +49 (0) 711 72816-287
www.camp-marketing.com
Here is a link directly to a solution implemented by CAMP:
http://www.magirus.com/germany/services/camp/news/news_09148.php
The following text is from CAMP:
The most common errors made in the direct mail area:
Error hit list:
Lack of personal contact with decision makers in large companies:
Letters of medium and large enterprises with no name of a contact person or department at least one land, not on the desk of your target and are therefore totally worthless and worsen the outcome of your action clearly.
From a company size of 50 employees, it is imperative the name of a contact person at least add the address.
From 100 could lead to a speech by several people, an increase of advertising success.
High scattering losses by non-optimal target selection
Often good deals to be sent with high-quality mailings to target groups that are completely inappropriate for. A narrowing of the target group is essential to avoid unnecessary costs. Costs here may be production and postage costs.
We want to show you an example of a so-called leakage:
Example:
An IT hardware partners shall be offering to all its customers. Part of the offer, the sale of a zSeries server. Huge scattering losses are inevitable. For the zSeries is mainly suitable for large data centers. Financial decisions of this kind are usually made in the Headquarters. Firstly, all branches were written had no decision making authority, on the other hand, many small-and medium-sized businesses that do not require this performance.
Remains out of action success, there is always someone to blame: the addresses or the address provider. In most cases it is not at the addresses, but on the surface to select the target group.
Incorrect, incomplete and duplicate address detection by inadequate address
"The first impression is difficult to correct." This applies to the personal, business and for the area. Lack of details like for example Company names, departments, or incorrect spelling of the company behind the receiver does not have a positive impression. This mistrust of the lack of perfection can also spread rapidly in your offer.
We show you the most common errors made by the following examples:
Incomplete Address
CAMP Ltd.
Mr / Ms Schmid
Eichwiesenring 9
70567 Stuttgart
Depersonalised
CAMP Marketing-Service GmbH
Eichwiesenring 9
70567 Stuttgart
Wrong Address
CAMP Marketing-Service GmbH
Matthias Schmid
Eichwiesenring.9
70567 Stuttgart
Examples of incorrect or incomplete address information.
Explanation:
Incomplete (CAMP CAMP instead Marketing Service GmbH)
Depersonalised (Schmid or any person, place or M.Schmid Matthias Schmid)
Incorrect (wrong name, street, place of writing. Eg instead CAMP KAMP)
How can I optimize already existing addresses?
Depending on the update update, it may happen that you get some mailings as postal returns. In the IT area, the staffing is very fast. Addresses due to the large address database only in specific cycles "updated" to be. The safest method from your mailing shipping address is therefore a qualification. All contacts are tested before shipment to your date. New contacts are updated. This is certainly a cost issue but do not forget: the only way your offer is in the right hands!
Missing or reaktionsverhinderndes Antwort-/Reaktions-Medium:
Do you have your mailing enclosed a fax form or do you have installed only a reference to a URL address in your cover letter? People are different and react that way. Offer your customers basically all the possibilities of reaction to form.
Reactions can be sent by fax, letter, phone, e-mail or online.
Time is more precious than ever. Personalize e.g. therefore Your Faxback, with enough space for additional information. Your customers will thank you.
Let's check to the address printed. If this is incorrect, the customer needs plenty of room for changes.
Work with YES and NO boxes. Example: Yes, I'm still interested in your IT brochure and further a field: No, I do not need your brochure.
Keep the design of the fax form in a clear and graphic elements, and reduce dark areas. With a clear Faxback your client immediately comes to right and a reduction of the graphical elements of the reduced transmission time and saves money and protects the nerves.
Clarify and plan called before sending the mailings the post, and follow-up. Analyze the incoming response and supplement existing information. To speak to your customers in an optimal way to optimize the delivery and ultimately the sale.
The following points should be planned in detail before the start of your action:
Advertising effectiveness analysis
Address and data capture, mark-responders in your marketing database
Personalized mailing the requested documents and Nachfassmethode (Who?, When?, How?)
No letter in the text Nutzen-/Vorteilsargumente
A reader decide within about 2 seconds to see if he continues reading the letter or whether it moves to the Trash. They are therefore only a chance for 2 seconds, if you go specifically to the benefit of your readers. Do you own benefit / benefit arguments such as:
"We are on the basis of a new storage system capacity for further productions have yet free!"
"We are proud to be the market leader, our new product ..."
The customer can not see it his personal benefit immediately.
Practical tip
Talk to your target audience with images of active and
Replace text in your letter as many "we, me, us, our" by: "You, Your," and all "would, could, should" with active verbs.
Work with pictures if possible. Advantages or benefits of your products or services to your target person, you can highlight with a visual representation of better and faster. Do not forget: The default is 2 seconds!
Example
Compare the two below headlines. Headline B outperforms the more product-oriented headline A hands down.
Headline A:
Our small car is now also available with active skid.
Headline B:
More security for you and your family in the small car category with active skid.
Inefficient technical processing of mailings
Many of the so-called newsletters or information unless the recipient include postal address and code number even more. The result is the same as the impression to be one of many for the recipient only.
Often these letters are also passages such as "You are chosen" or "You are one of our preferred customers." Such sentences in connection with shortcuts on the receiver label are not credible and impersonal. Most references to a "mass mailing" are unnecessary and redundant .
Practice Tip # 6:
Work for mailings mainly with window envelopes. Abbreviation e.g. Promotional codes or KD-numbers belong only to the reaction medium, and never on the cover letter. Postal notes that describe the mode of delivery (eg Infopost considerations) are never on the cover letter or on the receiver label.
Incomplete organization of the post (follow up)
Failures in mailing campaigns are not only caused by low responder rates but very often by a non-organized processing of the recovered potential. This actually creates a double negative effect:
The current action is a flop.
Disappointed or even angry prospects affect the success of your future actions and are lost forever.
Practice Tip 7:
Inform all affected persons prior to start of the campaign in your company:
Telephone Headquarters
Even if you do special service numbers, calls will end up at your office. Inform the head office for appropriate action on target handoff and content as well as relevant areas and contact persons.
Sales Office
Reserve and allow enough processing capacity. Indulge yourself with your response not too long time to edit and you still have unanswered questions as quickly as possible to the customer.
Field Sales
Avoid mailings leisure, exhibition, training and meeting deadlines. If the customer requests an appointment should arrange this as soon as possible. A personal call to the customer confirming the receipt of his response and leaves a positive impression.
Request for brochures
Define in advance the requirements for the delivery of the requested documents (brochures, catalogs, brochures, ...). Make sure you have plenty of brochures and always put this in a covering letter, which allows customers to contact for questions with the right person to take.
Data Collection
Adjust the flow of data prior to recording incoming Reagierern. Plan your career opportunities and the identification codes for Folgenachfassaktionen and for the successful analysis.
Competitive Analysis Workshop
Together we will analyze the position of your company or your products / solutions in the competitive environment. Where are your biggest "sites" and what are your strengths? After the workshop, you know exactly what steps you need to get ahead.
Positioning Workshop
After a detailed inventory of the key features you know and we your business. Derived from the positioning of the company, which is the basis for all internal and external communications activities.
Solution / product marketing workshop
At the right time, with the right offer at the right place. This is not always easy. Together we will develop a strategy to market your product / solution and the optimal return on investment guarantee.
Generally, we recommend these workshops, several people participate in different areas (management, sales, business development, purchasing, etc.). Thus, we ensure that the result is representative.
In cooperation with our partners we offer workshops CAMP:
Here is the link to Camp:
CAMP Marketing-Service GmbH
Eichwiesenring 9
70567 Stuttgart
Telephone: +49 (0) 711 72816-365
Fax: +49 (0) 711 72816-287
www.camp-marketing.com
Here is a link directly to a solution implemented by CAMP:
http://www.magirus.com/germany/services/camp/news/news_09148.php
The following text is from CAMP:
The most common errors made in the direct mail area:
Error hit list:
Lack of personal contact with decision makers in large companies:
Letters of medium and large enterprises with no name of a contact person or department at least one land, not on the desk of your target and are therefore totally worthless and worsen the outcome of your action clearly.
From a company size of 50 employees, it is imperative the name of a contact person at least add the address.
From 100 could lead to a speech by several people, an increase of advertising success.
High scattering losses by non-optimal target selection
Often good deals to be sent with high-quality mailings to target groups that are completely inappropriate for. A narrowing of the target group is essential to avoid unnecessary costs. Costs here may be production and postage costs.
We want to show you an example of a so-called leakage:
Example:
An IT hardware partners shall be offering to all its customers. Part of the offer, the sale of a zSeries server. Huge scattering losses are inevitable. For the zSeries is mainly suitable for large data centers. Financial decisions of this kind are usually made in the Headquarters. Firstly, all branches were written had no decision making authority, on the other hand, many small-and medium-sized businesses that do not require this performance.
Remains out of action success, there is always someone to blame: the addresses or the address provider. In most cases it is not at the addresses, but on the surface to select the target group.
Incorrect, incomplete and duplicate address detection by inadequate address
"The first impression is difficult to correct." This applies to the personal, business and for the area. Lack of details like for example Company names, departments, or incorrect spelling of the company behind the receiver does not have a positive impression. This mistrust of the lack of perfection can also spread rapidly in your offer.
We show you the most common errors made by the following examples:
Incomplete Address
CAMP Ltd.
Mr / Ms Schmid
Eichwiesenring 9
70567 Stuttgart
Depersonalised
CAMP Marketing-Service GmbH
Eichwiesenring 9
70567 Stuttgart
Wrong Address
CAMP Marketing-Service GmbH
Matthias Schmid
Eichwiesenring.9
70567 Stuttgart
Examples of incorrect or incomplete address information.
Explanation:
Incomplete (CAMP CAMP instead Marketing Service GmbH)
Depersonalised (Schmid or any person, place or M.Schmid Matthias Schmid)
Incorrect (wrong name, street, place of writing. Eg instead CAMP KAMP)
How can I optimize already existing addresses?
Depending on the update update, it may happen that you get some mailings as postal returns. In the IT area, the staffing is very fast. Addresses due to the large address database only in specific cycles "updated" to be. The safest method from your mailing shipping address is therefore a qualification. All contacts are tested before shipment to your date. New contacts are updated. This is certainly a cost issue but do not forget: the only way your offer is in the right hands!
Missing or reaktionsverhinderndes Antwort-/Reaktions-Medium:
Do you have your mailing enclosed a fax form or do you have installed only a reference to a URL address in your cover letter? People are different and react that way. Offer your customers basically all the possibilities of reaction to form.
Reactions can be sent by fax, letter, phone, e-mail or online.
Time is more precious than ever. Personalize e.g. therefore Your Faxback, with enough space for additional information. Your customers will thank you.
Let's check to the address printed. If this is incorrect, the customer needs plenty of room for changes.
Work with YES and NO boxes. Example: Yes, I'm still interested in your IT brochure and further a field: No, I do not need your brochure.
Keep the design of the fax form in a clear and graphic elements, and reduce dark areas. With a clear Faxback your client immediately comes to right and a reduction of the graphical elements of the reduced transmission time and saves money and protects the nerves.
Clarify and plan called before sending the mailings the post, and follow-up. Analyze the incoming response and supplement existing information. To speak to your customers in an optimal way to optimize the delivery and ultimately the sale.
The following points should be planned in detail before the start of your action:
Advertising effectiveness analysis
Address and data capture, mark-responders in your marketing database
Personalized mailing the requested documents and Nachfassmethode (Who?, When?, How?)
No letter in the text Nutzen-/Vorteilsargumente
A reader decide within about 2 seconds to see if he continues reading the letter or whether it moves to the Trash. They are therefore only a chance for 2 seconds, if you go specifically to the benefit of your readers. Do you own benefit / benefit arguments such as:
"We are on the basis of a new storage system capacity for further productions have yet free!"
"We are proud to be the market leader, our new product ..."
The customer can not see it his personal benefit immediately.
Practical tip
Talk to your target audience with images of active and
Replace text in your letter as many "we, me, us, our" by: "You, Your," and all "would, could, should" with active verbs.
Work with pictures if possible. Advantages or benefits of your products or services to your target person, you can highlight with a visual representation of better and faster. Do not forget: The default is 2 seconds!
Example
Compare the two below headlines. Headline B outperforms the more product-oriented headline A hands down.
Headline A:
Our small car is now also available with active skid.
Headline B:
More security for you and your family in the small car category with active skid.
Inefficient technical processing of mailings
Many of the so-called newsletters or information unless the recipient include postal address and code number even more. The result is the same as the impression to be one of many for the recipient only.
Often these letters are also passages such as "You are chosen" or "You are one of our preferred customers." Such sentences in connection with shortcuts on the receiver label are not credible and impersonal. Most references to a "mass mailing" are unnecessary and redundant .
Practice Tip # 6:
Work for mailings mainly with window envelopes. Abbreviation e.g. Promotional codes or KD-numbers belong only to the reaction medium, and never on the cover letter. Postal notes that describe the mode of delivery (eg Infopost considerations) are never on the cover letter or on the receiver label.
Incomplete organization of the post (follow up)
Failures in mailing campaigns are not only caused by low responder rates but very often by a non-organized processing of the recovered potential. This actually creates a double negative effect:
The current action is a flop.
Disappointed or even angry prospects affect the success of your future actions and are lost forever.
Practice Tip 7:
Inform all affected persons prior to start of the campaign in your company:
Telephone Headquarters
Even if you do special service numbers, calls will end up at your office. Inform the head office for appropriate action on target handoff and content as well as relevant areas and contact persons.
Sales Office
Reserve and allow enough processing capacity. Indulge yourself with your response not too long time to edit and you still have unanswered questions as quickly as possible to the customer.
Field Sales
Avoid mailings leisure, exhibition, training and meeting deadlines. If the customer requests an appointment should arrange this as soon as possible. A personal call to the customer confirming the receipt of his response and leaves a positive impression.
Request for brochures
Define in advance the requirements for the delivery of the requested documents (brochures, catalogs, brochures, ...). Make sure you have plenty of brochures and always put this in a covering letter, which allows customers to contact for questions with the right person to take.
Data Collection
Adjust the flow of data prior to recording incoming Reagierern. Plan your career opportunities and the identification codes for Folgenachfassaktionen and for the successful analysis.
Competitive Analysis Workshop
Together we will analyze the position of your company or your products / solutions in the competitive environment. Where are your biggest "sites" and what are your strengths? After the workshop, you know exactly what steps you need to get ahead.
Positioning Workshop
After a detailed inventory of the key features you know and we your business. Derived from the positioning of the company, which is the basis for all internal and external communications activities.
Solution / product marketing workshop
At the right time, with the right offer at the right place. This is not always easy. Together we will develop a strategy to market your product / solution and the optimal return on investment guarantee.
Generally, we recommend these workshops, several people participate in different areas (management, sales, business development, purchasing, etc.). Thus, we ensure that the result is representative.
services
last update:
21.05.2012
