Blog Layout
Maximising Response from Your Next Campaign
March 22, 2021
By adopting the principles outlined in our best practice series you’ll be on the path to success. So here’s a reminder of the key points to take on board:
- Accurate data is fundamental to your success. Analyse where the majority of your business comes from and then source more data of a similar profile. A small dataset with refined targeting will bring you the best response.
- In all your communications (literature, letters, emails etc) detail benefits and not features ie what is the benefit to the reader if he/she takes your product.
- Don’t rely on one medium such as advertising or direct mail alone. The most successful marketers in the leisure market will be using a range of activities that dovetail into each other for maximum impact.
- Although a mixed approach to the direct marketing mix is strongly recommended, a large budget is not essential. The beauty of the direct marketing approach is that every activity can be tested and measured and can be launched with just a handful of your most important prospects.
- Once you have test marketed to a key group, you can then roll out a campaign on a proven performance basis.
- A one hit campaign can work but you will generate so much more with co-ordinated on-going activity over at least six months.
- There is always more than one solution so test, test and test again to nd the best option for you.
- Letter and email copy should sound as if you are talking to a friend. Keep paragraphs short and free from technical jargon.
- Always have a call to action (often a PS) and a reason (offer) to elicit response by a certain date. A response mechanism such as a Freepost response card helps.
- Test your mailing campaign with an email or fax follow up and overlay with telemarketing. Action a test three ways and you’ll soon see what is the best investment for you.
- Don’t measure results on responses alone; the acid test is the value of incremental business you receive for your investment - this will only become evident over 6-12 months or sometimes longer.
Leisure Lists is the leading marketing database company specialising in the supply of B2B marketing data for email, telemarketing, or postal records for decision makers in the UK Leisure Industry. www.leisurelists.co.uk
Leisure Lists' Blog
In December, we highlight key achievements, challenges, and changes across the industry. Read our roundup of all the latest developments.
Email marketing is a powerful way to reach your audience, but real results require more than just hitting 'send'.
November brings big moves and fresh beginnings, from award-winning campsites and acquisitions to groundbreaking openings and closures.
After a long break, we're thrilled to be back with our monthly updates from the vibrant UK leisure industry! Dive into our latest news and exciting developments.
In the realm of B2B email marketing, deliverability is a critical factor that can make or break your lead generation campaigns.
A prospect marketing list is a list of potential clients that may be interested in your products or services.
To maximize your email marketing, it's crucial to understand the facts behind common myths.
Direct marketing, in all its forms, can be an effective part of B2B marketing strategy. It's no surprise that it's still used by many businesses.
Discover how to target key decision-makers in the UK’s £11Bn independent schools sector.
A lot has happened across the leisure industry this month. From people moves, to new hotels, leisure centres, and a golf club sale.