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channels of Direct Marketing (Part Three)

e-mail Marketing vs. Spam
Today I would like to talk about a tool that today is the most used and abused .. email marketing ...

When Marketing and from that moment becomes SPAM? ..
The line is thin VERY easy crossing .. but the answer is simple ..
When any of the recipients feel their privacy invaded .. then becomes Spam ..
But it is very important to analyze a little deeper:

is good to differentiate between spam that is sent to left and right and Email Marketing that sends a supplier to its customers which have previously been registered to your base data.

Today I have several types of I ask clients campaigns by email. Fortunately, the concepts have changed a lot and people have learned that is much more effective to have a good basis with people to receive information . Giving adequate support to enable our clients to spread this mail to acquaintances ( the famous "send to a friend ") contacts multiply and the campaign has a broader meaning to the original database, these are the effects the much talked viral marketing. There

clients who often have no database, this may be because they have not taken the precaution of putting together a good contact form its website to invite their clients to receive future offers and news. Or directly because they have no website, no one takes the trouble to request a mail at the counter of a shop. The first case is one of the most commonly presented. Usually the time is short, no one comes to hire a campaign to do it within 2 or 3 months, so there is no other recourse than to get a customer database. Optimally
then filter the database and leave alone those who have registered to the site. Many times the database has nothing to do with the target audience, so you have to start over.


Email Marketing is simply the use of email marketing communications. That is, the term includes the emails that are sent both to attract new customers and communicate regularly with current



Advantages Email marketing has three advantages: Efficacy

.- Email marketing has proven very effective. But you have to use it properly. Speed \u200b\u200b
.- The email can deliver the message directly to people. Thus, we have a more active stance, that publishing a website. Return
.- For sending email is much cheaper than other forms of communication.
MISUSE AND ABUSE del Email Marketing: Spam

El email marketing no esta atravesando por un buen momento. Incluso, considero que su situación es crítica. El Spam que inunda nuestras bandejas de correo se ha vuelto pan de cada día. Se ha llegado a tal extremo que se han creado sistemas muy eficientes, como el de Google u otros, que simplemente banean todo, incluso correos de amigos y familiares, por ejemplo Hotmail.

Pero, cambiemos nuestra perspectiva. Ya no seamos los receptores de los mensajes, sino, convirtámonos por un momento en la empresa que recurre al envío de emails publicitarios y masivos mejor conocidos como spam. ¿Qué podría pasar? Esto a sucedido en muchos casos, ha sido materia de estudio y hasta theories have been published about best sellers, best of all, no doubt, Permission Marketing.

Email Marketing and Permission Marketing

"Permission Marketing? correct. An email responsible is based on the idea of \u200b\u200bpermission. In fact Permission Marketing goes beyond email marketing is much more complex and encompasses it.
In short, it takes the user's email address before sending a commercial email. If you do not have permission, even if the product or service is great, the recipients of your email they can view your message as spam, which will lead a loss of confidence and poor image of your domain and / or company.

Email Marketing and new technologies

This misuse of email marketing (spam) brings us harm. Which can be even worse. The latest e-mail systems have good systems against unsolicited bulk email (spam).

For example, let's my favorite: Gmail . I currently get about 10 to 15 spams a day, but I have not seen any. The system automatically sends these messages to a folder distitnta, which to be honest, I do not take the trouble to check. Today I made and lost my time. The system is so efficient that I have not listed a friend's message as spam, which we can not say Hotmail, for example.

solutions available on the market to avoid the "ban" and fall into these trays unwanted message ... 4F to develop a system that does this .. if you want to know more .. write me!

TODAY'S REFLECTION: THE E-MAIL MARKETING IS VERY ECONOMICAL ... BUT WE KNOW HOW TO PLAN AND IMPLEMENT A CAMPAIGN TO HAVE A MEDIUM RESULT OK? "

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Child Graphology: the handedness

is called lateral dominance the predominance of a body part over another. Generally, humans are lateralized to the right. This dominance is related to the functional brain asymmetry in man. Thus, the right hemisphere controls and directs the movements of his left hand while the left hemisphere is related to movements of the right hand.

When the whole body is same dominance (hand, eye and foot), talk about harmonic lateral dominance , whereas when looking at different casts in the same person (eg, right eye, right foot, left hand) , discuss disharmonious or cross dominance . This cross-handedness may be a source of disturbance in writing, as well as the ill-defined lateral (ambidextrous or misuse of either hand to write.)

In the case of lefty individual , this specialization of the cerebral hemispheres is more diffuse, and children tend to choose the left hand to write. Until recently, they forced the left-handed children to write with his right hand, which created changes in his writing, and characterological conflicts. At present, the general trend is guided by the following criteria:

• When the child is left handed and want to write with his left hand, he write with the left hand from the beginning of learning.
• When the child is ambidextrous, ie is able to write with both hands, learning to do with your right hand, unless the child has a clear preference for left.
• should not be too soon to determine the handedness of the child because the child and the right-handed preference for right hand suddenly appears on the left-handed or ambidextrous is later ripening of laterality. No assurance can be clear in stating that a child is left-hander before age 6.

The problem we found in the left-handed child's writing is as follows: in our system calligraphic writing goes from left to right, using a handwriting movement, and this is just otherwise the left-hander to take place spontaneously. For this reason, the left-handed children, despite being upset (forced to write right), write worse than right-handed children.

According researchers, this is best seen from the calligraphic phase , because until the age of 9 do well with writing. Statistics show that from that age, children begin to have difficulties lefties and progress more slowly than the right and that upset both lefties and in those who are not, the most effective left-handed hand produces poor performance than the right. According Ajuriaguerra, seems that predisposes handedness and dysgraphia is a serious obstacle in the acquisition writing.

According Graphology, left-handedness, in itself, does not seem to be the only factor in children's book-entry changes, it is necessary to observe possible emotional disturbances related to the way in which the child lives his left-handedness and possible adjustment problems with school, family and social as a result.

We can determine a type of writing itself has been left-handed and usually have the following characteristics:

- Writing sinistrógira or inverted (tilted to the left).

- The beginning of the "a" preferably do right.

- The pressure is strong on the baseline of the words and letters.

- The final word are extended or hanging.

- The whole lacks flexibility or agility.

- bars t are drawn from right to left rather than left to right.

However, these signs are not always found in the left-handed writing and also may even appear on the right (as with the bar t drawn that way) and are quite difficult to see when the script is already drawn. It is therefore more reliable than handwriting known before starting the analysis of the writing, if the child is left or right.

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A spy

yesterday's edition of the newspaper "El País", is published the news about the conclusions they have reached two handwriting experts on the espionage plot in the Community of Madrid.

The news can be seen in all its full and salsa on the following link:

http://www.elpais.com/articulo/espana/espias/Consejeria/Interior/elpepuesp/20090210elpepinac_1/Tes

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channels of Direct Marketing (Part II)

Telemarketing ... or rather .. Teleservice

Today we will talk about a tool that suffers Effect Eagles of America, is just what you hate or love you, but NEVER you are indifferent ..

Telemarketing or should we call it today TELESERVICE constantly confused with "Marketing "?????? Believe it or not happens!! In many Mexican contact center operators to ask them to engage and tell you "I am a specialist in Marketing" .. O.. "I'm Operator Marketing ... WOW! ... but you know who is guilty of this confusion? The owners and managers contact center ... YES! They who believe that running a contact center is as easy as putting phone lines, employing 5 or 6 young people who are studying high school, give them a computer each ... and ... VOILA!! already have a Contact Center! ... LORDS, NO!! That's not a Contact Center, that's just an area where you can make and receive calls.

The second mistake that these CC "steam" is to buy Database of doubtful origin, and even worse not even know that there is a list of "NO CALL" in PROFECO and another in the CONDUSEF of people who do not want to be contacted by companies offering products or financial services ... And what happens?? They call and try to sell them!, These DC do not even know that there is a code of ethics and Self promoted by the Mexican Association of Direct Marketing and support IMT (Instituto Mexicano de Teleservices). Worse
when hiring campaign comes after the sale of credit card or billing!, Then you have poorly trained 6 young people trying to sell a credit card when you're in a meeting with your boss by presenting the results of last year!. . or a lady who seeks the previous tenant in your house because you owe money to a bank .. and I called in the most sacred Sunday at 8am and you still dare to threaten "neither you nor fear" with embargarte to the dog and your cans of chile "La Costena"! therefore not surprising that door is in legislation to prevent this ..

All of this is the dark side of Teleservice, but what is his upside?

A professional is Contact Center Outsourcing Inhouse or can be an invaluable tool information, you can become a center of business intelligence , and can also be the best sales channel that you can dream, it becomes the administrator of the experience of your customer!.

But ... how?, What is important here is to first understand if you need a Contact Center? 1 .-
think to improve your relationship with current and future customers?
2 .- want to reach a market that you find it hard through traditional systems such as retail? 3 .-
do not have reliable information that allows you to make marketing decisions? 4 .-
Need better communication channel with the general public
5 .- If you are a candidate for elective office and want to "flip" a choice? 6 .- you
a government agency that requires access to the public?

If your answer to whether one or more of the above questions then a Teleservice is what you need!, The next question is ... I put it? Or command "outsorcear?" .. Well here we describe cost-benefit, if your business is not the contact center itself, consider the option of finding a good contact center do it for you, if, despite this and according to the needs of your company, policies or handle the information is sensitive or confidential will be very important to get specialist advisors who will support you to make the right decisions in terms of technology, operation and processes to operate the CC.

REFLECTION OF TODAY: WILL REALLY LIKE OPERATING A CONTACT CENTER?, IS THE "CORE" OF OPERATING MY BUSINESS?
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channels of Direct Marketing Direct Marketing

From today we will be talking the pros and cons of each of the channels of the MD, try to demystify and analyze the objective way possible, I would welcome comments and constructive criticism to help reach a conclusion acceptable, clear and objective ....

start with the basic and primary form of MD, the DIRECT MAIL:

The Direct mail is a technique in which the applicant (company, business or person) sends a message by mail or courier addressed to a potential buyer (products, services or ideas) . Unlike other advertising or marketing communications, such as massive television ads, direct mail with the message travels through a medium that can not be controlled .

Direct mail is a unique blend of advertising and sales. While good advertising aims to achieve sales and positioning, direct mail allows present products or services, bidding and try to make a sale, all at the same time.

popular formats are in direct mail sales letters, catalogs, delivery of new products, invitations to events, exhibits, reprints of ads, newsletters, magazines, annual reports. The format is limited only by imagination, creativity and the budget you have.

The letter is the most widely used format, being the simplest form and custom. More important than the physical characteristics of the letter is the "copy" or message that characterizes a good direct mail piece.

The secret to success in a direct mail campaign planning lies in the , the first step should be to have a measurable objective and clear the shipment of the part, this can be measured in terms of sales, tracking, interactive response, votes in elections, appointments to make a sale successful, etc. ..

The second step, and also key to the success of the campaign should be the select the "target" that is the message, ie, having a good database and a smart segmentation prevent the piece of mail end up in the trash unopened.

The third important point is define the layout of the piece and its message be creative and consistent with the aim should be remember that in homes and offices daily receives much publicity of all kinds, from the famous little cards of the company that manages refrigerators at home to supermercardos tabloids, sales of all restaurants and eateries and endless election season political advertising with photographs of "johns" very smiling promise to solve in 5 minutes insecurity, unemployment and so many promises that no one believes, the difference may lie in that most of these messages are not personalized and provides no way to interact with the sender, only seek to generate an action and become "shotgun" advertising, in some cases can have a moderate success hopefully when you come to a prospective buyer that he hoped that information for making a decision about buying something or decide something.

A DIRECT MAIL well done seek to reach only those who may be interested in the message, in the right place the right way.

This sounds rather complicated and it is believe me, success is surely do the right before sending it.

Some tips:
Keep your offer simple, easy to understand and persuasive.

includes a "call to action."

Ask the customer to "call today."

includes a reply card postage prepaid.

Make a limited time offer to encourage prospects to act.

facilitates the response or request. Includes requests if appropriate for the product. Includes:

phone numbers free of charge with easy ordering 24 hours.

fax numbers

Websites

Email Addresses

payment options such as credit cards

Utilia a method of writing personal and friendly. Mail is a method of communication from person to person. Make

different pieces of direct mail to target different audiences, even if 're offering the same product. Your product or service can have different benefits for either 35 year old mother with two children or single man for 25 years. Therefore, different formats designed the same offer to different "targets."

Consider making your mail piece in a three-dimensional manner, which awaken the curiosity of the receiver.

Measures of success

How do you measure the success of direct mail? Many business owners look at the amount of sales compared to the number of letters. Experts in the field of direct mail customers tell them to wait between .05% and 1% response or sales tax. For Thus, a sales tax of 1% to 1.000 pieces of direct mail is equal to ten responses or sales. If the cost to prepare and mail 1,000 pieces is greater than the gains from ten sales, use another plan or rethinking the strategy.

But, do not fall into the trap of simply increasing the number of letters sent to inflate the sales tax. Remember that the quality of the database is essential. Advantages

direct mail

allows direct the message to "target" specific. The possibilities are endless.

This is a relatively expensive. However, if you are able to focus only on high-probability buyers, the cost effectiveness must be good.

direct mail messages can be customized to enhance the reader's interest.

is totally MEASURABLE. If you compare the number of responses with the number of emails sent, you can calculate the response rate. If you include coupon codes or letters of response, you can keep track of who responded and from where.

Mail readers are actively involved . People read your mail when they decide. Therefore, at least for a second or two, your message will have their full attention as they open and look. Disadvantages

direct mail

Many people do not like the offers they have not asked and many are suspicious of its validity.

Day by day the number of employed persons who open even what they perceive as junk mail.

Using this method of advertising requires constant maintenance of databases. Many marketers do not like to update their mailing lists. However, with old listings, letters are sent to incorrect addresses. An incorrect listing may misspell names or address a person who has died. These types of errors are annoying, or worse, they offend the recipient.

Today's Reflection:
"DIRECT MAIL WORTH long as we work INTELIGENTEMENTE Y LOGREMOS PLANEARLO ADECUADAMENTE, PERO SOBRE TODO LO TOMEMOS CON SERIEDAD"

Un Abrazo!!!
fuentes:
Diana Fontanez - www.comerciohispano.com
About.com - http://marketing.about.com/od/directmarketin1/Direct_Marketing.htm