The new Canadian Anti-Spam Legislation (CASL) went into effect on July 1, 2014, and has immediate and significant ramifications for Canadian companies who communicate with their customers through any form of Commercial Electronic Message (CEM). However, US-based businesses should check their own CAN-SPAM compliance, or risk facing a hefty fine from the Canadian government.
In an earlier blog post Using Offers in Your Marketing Strategy we talked about the direct marketing offer: “What we’re gonna give you.” The offer can be a product or a service, and it can cover price, discounts, demos, upgrades, guarantees, shipping, and premiums – free items to lure prospects in.
Direct marketing experts isolate three vital components in developing marketing campaigns: Creative, Database, and Offer. Yet contrary to the popular image-advertising notion, ‘creative’ should not be the dominant factor. In the book Direct Marketing: How You Can Really Do It Right (1990), late marketing great Ray Jutkins introduced the formula that is still considered the standard today for campaign success.
As we’ve mentioned before, profiling your internal data is the best way to build a database of prospects. But before you can start these profiling activities, there are a few elements you should have in place first.
Since specific information about your prospects and customers will affect what messaging they receive, it's important to get as detailed as possible when building your database. Focus on retrieving only the information you need to identify prospects and build targeted campaigns. Here are the different types of information you should use to group your data.
Since a vast majority of marketing messaging is email-based, sending old-fashioned direct mail to your clients and prospects is a good way to stand out. Here are some tips for direct mail success, no matter your marketing budget.